Gain (detergent)

Gain is a brand of detergent made by Procter & Gamble.

Gain Detergent
Laundry detergent
Product typeHeavy-duty synthetic detergent
OwnerProcter & Gamble
CountryUnited States
Introduced1969 (1969)[1]
MarketsUnited States, Canada, Europe, Latin America, India, Israel, Morocco, Philippines, Saudi Arabia, Turkey, Vietnam


Gain was introduced in 1969 as a powerful, stain-removing detergent. In 1981, the brand's focus was re-positioned to market Gain as a detergent offering a unique, fresh scent.


Gain has acquired more than $1 billion in sales and is Procter & Gamble's 8th largest brand in dollar sales in the United States. Procter & Gamble also expanded the Gain line with a variety of scents with their detergent line in both powder and liquid. Gain liquid fabric softener, dryer sheets, dryer bars and in-wash scent booster were also introduced to the market. Gain also offers a dishwashing liquid. The scents of Gain became so popular that P&G offers Gain scents with their other popular products including Febreze, Mr. Clean, Swiffer and Cascade products.[2]

Gain has branched out into the advertising by using Wanda Sykes and their official Scent Matchmaker. Sykes is also creating YouTube videos to interact with consumers and help match them with scents that fit them best.[3] They have also been a sponsor in NASCAR, being a part of Jeff Burton's Roush Racing Busch Series team during the 2001 and 2002 seasons.

Gain's Million Dollar Video Contest

In the summer of 2011, Gain detergent sponsored the "I Use Gain and I Smell Like a Million Bucks" video contest. A grand prize of $1 million, paid out in annuity form of 20 annual installments at $50,000 each before taxes, or a lump-sum equivalent, was offered which was the largest guaranteed prize in video contest history. After several weeks of voting on Facebook, Lance Merkley of Richmond, Washington, was declared the winner of the public votes and the $1 million prize.[4]


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