Tough one - thank you! Failed miserably. The Love connection could also be to add a 'c' to the beginning of each word.

Managed to get all the groups but only one correct connection. I thought ‘c’ for that group too. The Salt group I thought were means of removing stains, guessing that Clear and Fresh might be American brands. Didn’t have a clue about Era. Ty.

Well spotted! reminds me of el, em, en, eo, which is what I thought was the answer. I have updated the grid.

I got this one in 70 seconds, using the C link. Easy for Americans, I guess, and maybe much harder for others. Thank you, WVPuzzler. I always enjoy your puzzles.