A translucent-to-clear, plasticized PVC thermoplastic polymeric matrix gel composition comprising (i) a high loading of fragrance composition and/or odor counteractant(s)—preferably greater than about 85%; (ii) from about 4% to about 25% of a plastisol with a Shore hardness of from about 60 to about 95 that is liquid at room temperature; and, optionally, (iii) an evaporation/firmness controlling agent. The high loading of fragrance and/or odor counteractants in the polymeric matrix gel composition of the invention provides a desired aroma to an environment in a persistent manner over an extended period of time.