Gain® Invites You to Sniff the Difference with New Gain Plus Collection and Upgraded Core Favorites

Through its new campaign, Gain introduces new Gain Plus collection alongside refreshed core offerings that feature the Brand's most innovative formulas yet in scent delivery, odor-fighting and cleansing power.

Gain, the go-to detergent known for spreading joy through long-lasting, irresistible scents is turning up the fragrance, freshness, and cleansing power with the introduction of Gain Plus—so consumers can truly Sniff the Difference. This new collection features a packaging design refresh, and breakthrough formulas with advanced cleaning and scent performance – a scent difference you not only smell but also feel. But the innovation doesn't stop there – Gain's core detergent products are also getting an enhanced odor removal power upgrade in every scent – all without sacrificing the freshness fans crave.

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Gain Plus: Sniff the Difference

"At Gain, we're always looking for new ways to give our Gainiacs more of what they love most," said Benjamin Sattler, Senior Brand Director of Gain. "After years of research, testing and listening to our scent-loving fans, one thing was clear: they want more—more scent power, more cleaning performance and more feel-good joy in every wash. That's why we're excited to launch Gain Plus and reintroduce our core detergent lineup with upgraded formulas that deliver the rich scent experience and trusted value consumers expect from Gain, from wash to wear. Because scents aren't just smelt, they're felt—and with a new look and feel, our community can be confident this is the best version of Gain yet."

Building on the vibrant scents consumers know, love and crave, Gain gets a glow-up by turning up the intensity with breakthrough technology that delivers bold scent and powerful performance – all without compromise.

The evolution of Gain's product portfolio now includes the following key features:

NEW Gain Plus Collection:

• Includes Oxi enhanced cleaning technology that boosts whiteness and improves stain removal for next level cleaning
• Provides long-lasting scent
• Fights the funk and odors instead of just masking them, with odor defense technology including upgraded enzymes that help remove soils that cause odors
• Features breakthrough Color Guard technology in Gain Plus Flings to help keep fabrics bright and vibrant

NEW Gain Plus Liquid

• Enhanced enzyme technology to fight the funk and better clean dirt and soils that cause odor
• Oxi enhanced cleaning technology to boost whiteness and improve stain removal for a next level clean
• Boosted perfume microcapsules and concentrated neat oil fragrance technology to give you more of the iconic Gain scent you love, for all day freshness

NEW Gain Plus Flings

• 4x Oxi enhanced cleaning technology and 2X odor-defense technology vs core Gain Liquid provides clean and fresh laundry
  • Upgraded enzyme technology gives this formula improved soil release and removal from fabrics to help fight odors, so laundry smells amazing all day
• 2X Color Guard technology vs core Gain Flings helps dirt to escape and be rinsed away, leaving behind bright whites and vibrant colors to help keep your clothes looking newer for longer

Gain Plus Scent Offerings Available Across Categories

• Gain Plus Liquid Detergent
  • Available in Original, Moonlight Breeze and Waterfall Delight scents
• Gain Plus Detergent Flings
  • Available in Original, Moonlight Breeze and Happy Hibiscus scents

NEW Refreshed Gain Core Detergents:

• Feature 2X soil release enzymes compared to previous formulas, for improved odor defense and removal in every scent, across Liquid, Fling and Powder detergents

NEW Refreshed Logo and Packaging Design That Goes Bolder (Across all Products)

• Revamped logo and eye-catching packaging design that stands out on shelves
• Includes clear key benefits on pack so you know what you're getting

Availability

The new Gain Plus Liquid and Flings products will be rolling out nationwide at participating retailers in stores and online starting this March and beyond. The full Gain Plus collection will continue expanding availability by product and scent through June 2026.

For more Gain® laundry fun visit IloveGain.com, Gain's® YouTube or follow @ILoveGain on Instagram and TikTok.

What is Gain Plus?

Gain Plus is a new, premium line of Gain laundry products featuring the brand's most innovative and advanced formulas yet, in both scent and cleaning performance.

Why did Gain develop Gain Plus?

Gain created Gain Plus to address scent-loving consumers' desire for more of what they love and seek in a laundry experience, without sacrificing any key benefit. Gain Plus formulas have been developed with breakthrough technologies in scent and cleaning power that deliver powerful performance in both categories to provide all-day freshness that fans crave.

How is Gain Plus different from core Gain products?

Gain Plus formulas give you even more of what you love from core Gain, featuring more advanced formula technologies that deliver Gain's best cleaning and scent performance yet. While core Gain products are also receiving upgraded product formulas to improve odor defense and removal in every scent, Gain Plus offers a premium experience featuring even more odor defense, cleaning and scent power for long-lasting freshness.

What are the new scent and cleaning technologies that Gain Plus uses to deliver advanced performance in both benefits?

Gain Plus formulas offer new enhanced enzyme and oxygenated (Oxi) cleaning technology that work harder to clean dirt and soils that cause odor, boost whiteness, and improve stain removal for a next level clean. Each formula also contains new boosted perfume microcapsule and neat oil fragrance technology that provides more of the Gain scent you love that lasts even longer from wash to wear.

What product format is Gain Plus available in?

Gain Plus is available in liquid detergent and Fling (single-use laundry pac) formats.

Where can I buy Gain Plus?

You can purchase Gain Plus at participating retailers nationwide such as Amazon, Target, Walmart and more, both online and in-stores beginning in March and will continue rolling out through June 2026.

About Gain®

Gain® is "America's #1 scent*" known for delivering long-lasting freshness and irresistible scents. Since 1977, Gain's® purpose has been to bring people joy through scent - so much so that they've built a devoted fan base who proudly call themselves ‘Gainiacs.' Gain® offers a wide range of laundry products such as liquid and powder detergents, detergent pacs, liquid fabric softeners, dryer sheets, fabric rinses, and scent boosters. Loved for its fresh scents, Gain® remains a top choice for fabric care in homes across North America.

*Gain® Original scent based on sales – Nielsen Fabric Care Subsector, all products – Total US xAOC – Volume - latest 52 w/e 4/19/25.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

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Aliza Solc

MSL New York

[email protected]