Whiffless lift?

I have been using the Target brand of dryer sheets for about a year now. All of our laundry paraphernalia is scent-free because T has really sensitive skin and I'm not doing separate laundry just for him. Anyway. Today I tossed a dryer sheet into a load of clothes and did a double take. Did that say "Whiffless lift?" Two things crossed my mind.

1. I don't read labels.

2. What in Sam's hell is Whiffless lift?
Seriously, do you have any idea? I'm calling marketing department prank.