Questions & Answers about zhè shì róushùnjì.
这 means this.
In this sentence, 这 is being used as a pronoun, like this in English. That is why it can stand alone:
- 这是柔顺剂。 = This is fabric softener.
If you want to say this one or this bottle, you might use a longer form such as:
- 这个 = this one / this
- 这瓶 = this bottle
But 这 by itself is completely natural when you are pointing something out.