Start Off Each Morning Right with the Amazing Scent of Gain®

Gain® Introduces New Gain with FreshLock™ with Longer-Lasting Scent, Released at the Moment You Get Dressed

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Jan 25, 2011, 08:00 ET

CINCINNATI, Jan. 25, 2011 /PRNewswire/ -- Revive your morning routine and discover the joy scent can bring you when you start your day off by getting dressed in clothes that have been washed with Gain. According to a recent study, 44% of Americans agree that they have a particular scent that sets them on the right foot in the morning. (1) Now Gain introduces new Gain with FreshLock with longer-lasting scent to help you achieve this fresh start to your day by offering Gain's amazing scent experience at the moment you get dressed.

(Photo: http://photos.prnewswire.com/prnh/20110125/NY35365 )

FreshLock is a scent technology upgrade made to all Gain laundry detergent and fabric softener products, which provides longer-lasting freshness for your laundry. Through this upgrade, Gain supplies that straight-from-the-dryer fresh scent that people love, now when they get dressed. Gain with FreshLock contains microscopic scent beads that rest throughout fabrics after they have been washed and dried. The beads break with friction and release the fresh smelling scent of Gain from the fibers.

Gain users who crave the scent of Gain have asked for a longer-lasting scent experience for their laundry and they're not alone. According to the same study, 75% of Americans agree that they wish their clothes still had their fresh smell when getting dressed. (2) Gain answered this call with FreshLock. Now Gain's irresistible scent can be unlocked when getting dressed, even weeks after the clothes have been washed.

"We have seen the passion that people have for scent and the joy it can bring," said Hamilton Brown, P&G Brand Manager for Gain. "With the FreshLock formula we are excited to help extend this joyful scent experience from the laundry routine to that moment of getting dressed each day."

Gain laundry detergent and fabric softener with FreshLock will be available at retail locations nationwide beginning in the end of January 2011. The formula upgrade is available in all of Gain's detergent and fabric softener scent variants including: Original Fresh, Island Fresh, Lavender, Apple Mango Tango, Floral Fusion, Fresh Awakenings, Gain with Bleach Alternative – Outdoor Sunshine scent, Gain with a Touch of Softness – Simply Fresh scent, Gain with Oxi Booster – Fresh Water Sparkle scent, and Gain with Febreze Freshness – Hawaiian Aloha scent. The manufacturer's suggested retail price for Gain laundry detergent is $8.50 - $14.99 per bottle. The suggested retail price for Gain fabric softener is $4.99 - $9.50 per bottle. Actual retail price is at the discretion of each individual retailer.

For more information about Gain with FreshLock, visit ilovegain.com or the Gain Facebook page at http://www.Facebook.com/Gain.

About Gain ®

Gain detergent is currently available at drug, grocery and mass stores. Gain is available in liquid detergent, powdered detergent, fabric softener and dryer sheets. Gain comes in three scent collections: Fresh and Clean, Joyful Expressions and Soothing Sensations. To learn more about Gain, visit ilovegain.com.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), Braun(R) and Fusion(R). The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

(1) 2010 study conducted by Wakefield Research on behalf of Gain

(2) 2010 study conducted by Wakefield Research on behalf of Gain

SOURCE Procter & Gamble