Gain was first introduced in 1969 as a powerful, stain-removing detergent. In 1981, the brand's focus was repositioned to market Gain as a detergent offering a unique, fresh scent.
Gain is distributed by Procter and Gamble and is the company's eighth largest brand in dollar sales in the United States. In its history, Gain has acquired more than $1 billion in sales. Due to the positive reception Procter and Gamble has received for the company's various Gain scents, it has expanded to include the scents in the company's other popular products, including Febreze, Mr. Clean, Swiffer and Cascade. The Gain brand has also since branched out to offer exclusive products like the Forget-me-not Dryer Bar and the Fireworks In-wash Scent Booster to the product lineup of detergent and fabric softener products.
According to Target Mark News, a company that publishes newsletters and economy information geared towards Black Americans, Gain has had great success in marketing to ethnic consumers, primarily African Americans and Hispanics. Gain is Procter and Gamble's fastest-growing brand amongst African Americans.
During the summer of 2011, Gain sponsored a video contest called "I Use Gain and I Smell Like a Million Bucks," which offered a grand prize of $1 million. The event utilized Facebook, and Gain's fans were asked to submit videos explaining why they use the detergent.