Gain Unveils New Single-Use Laundry Pac with Groundbreaking Study Proving Emotional Link Between Gain Scent and Music

  Gain Unveils New Single-Use Laundry Pac with Groundbreaking Study Proving
  Emotional Link Between Gain Scent and Music

New Gain flings! offer the best Gain experience ever with a powerful clean and
              even more amazing scent – it’s Music to Your Nose!

Business Wire

CINCINNATI -- January 23, 2014

Procter and Gamble’s Gain detergent is delivering a whole new level of joy to
the laundry room experience with new Gain flings!. Consumers will now be able
to get more of the fresh scent they love and crave in a single-use laundry
pac. Gain flings! not only deliver better cleaning versus Gain liquid
detergent with added OxiBoost and malodor removal power of Febreze, but
provide consumers with the ultimate Gain scent experience yet. In fact, a Gain
commissioned study proved that the scent of Gain flings! can give you more joy
than listening to your favorite music. Gain will launch the product on music’s
biggest night, during the 56^th Annual Grammy Awards®.

Gain unveils new single-use laundry pac new Gain flings! (Photo: Business

Gain unveils new single-use laundry pac new Gain flings! (Photo: Business

Scent and Music Collide

For years, Gain fans have long celebrated the feeling that the signature scent
of Gain Original brings to their everyday lives, but have not easily been able
to describe it. To better understand this feeling, Gain partnered with scent
expert Dr. Alan Hirsch and Innerscope Research to conduct a groundbreaking
study proving the link between its scents and music. Gain loyalists, or
“Gainiacs”, were enlisted for the research to see how their feelings for Gain
flings! scent experiences measure up to one of their favorite pastimes,
listening to their favorite music.

“I have been a loyal Gain user for years, so when they approached me about
conducting this study, I was excited to be a part of it,” said Dr. Hirsch. “As
part of my work, I have done extensive research on the sense of smell and the
effects of aromas on behavior and mood, but we had never looked into a
connection between a person’s emotional responses to music in comparison to a
specific scent profile –like the Original and Moonlight Breeze scents of the
new Gain flings!. The reactions we saw to the scents were amazing – we can
truly say that the scent of Gain really is music to your nose!”

The study proved that the scent of Gain flings! give you more joy than
listening to your favorite music. In addition, it was found that the scent of
Gain flings! make listening to your favorite music more enjoyable.

Introducing the Best Gain Ever

In addition to being scientifically proven to be music to your nose, Gain
flings! are the best Gain detergent product to be introduced to the market.
They provide a 3-in-1 benefit of Gain Detergent + OxiBoost + malodor removal
of Febreze. The new laundry pacs will deliver 2X more cleaning ingredients and
50% more scent vs Gain liquid detergent all in a convenient pre-measured form.
The introduction of Gain flings! comes after two years of anticipation from
loyal Gain fans, 2500 of whom were exclusively sampled with flings! last
month. Ninety-seven percent of those sampled said they would purchase Gain
flings! in the future.

“We are continually inspired by the passion of our Gain fans – or Gainiacs as
we like to call them,” said Diana Banuelos, P&G Brand Manager for Gain. “In
introducing new Gain flings!, we wanted to make sure that we were providing
them with not only an enhanced scent experience but also a powerful clean -
truly the best Gain ever. We are thrilled with the response we’ve had so far
and look forward to introducing Gain flings! to an even bigger audience on
Grammy Weekend with our Music to Your Nose campaign.”

To bring to life the Music to Your Nose campaign, the brand will introduce
Gain flings! in conjunction with the 56^th Annual Grammy Awards® on Sunday,
January 26, 2014 with the launch of the Gain flings! TV commercial and a
social media launch party with a roster of celebrity Gainiacs including the
Braxton sisters, celebrity blogger Trent Vanegas of “Pink Is The New Blog,” a
roster of YouTube’s biggest music stars and key influential bloggers. Fans
will be invited to join in the conversation by following @Gain on Twitter and
using #MusicToYourNose.

Beginning on January 27, 2014, new Gain flings! will be sold at retailers
nationwide and in 57, 66, 72, 77 and 90-ct tubs as well as 14, 16, 31 and
35-ct bags. Gain flings! will be available in the Gain signature Original
Scent and Moonlight Breeze, a brand new scent being added to the Gain laundry

The suggested retail price ranges from $4.49 for 14-count bag to $21.49 for a
90-count tub. Please visit or for more information about new Gain flings!.

Gain wants users to have the best laundry experience possible, but also
understands that safety should always come first when it comes to their
families. Proper usage and storage instructions are clearly indicated on all
packaging. Additional information regarding safe use and storage of Gain
flings! is available at

About Gain®

Gain detergent is currently available at drug, grocery and mass stores. With
detergents and fabric softeners, dryer sheets, dish washing liquids, scent
boosters, dryer bars and more, Gain will fill every room in your home with
scents that are music to your nose. For more Gain laundry fun, or follow Gain Laundry

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®,
Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®,
Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®,
Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide. Please
visit for the latest news and in-depth information about P&G
and its brands.

About Dr. Alan Hirsch

Dr. Alan Hirsch, M.D., F.A.C.P., a Board Certified Neurologist and
Psychiatrist, specializes in the field of smell. Dr. Hirsch conducts in depth
studies of the chemosensory system and its relation to all aspects of life.
Some examples include studies observing the effects of aromas on behavior,
emotions, mood, and interactions between individuals.

Photos/Multimedia Gallery Available:



DeVries Global
Lisa Sepulveda, 212-546-8587
Procter & Gamble Communications, NA Fabric Care
My Anh Nghiem, 859-444-0109
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