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TMCNet:  Gain's

[May 16, 2014]

Gain's "Scent-Sational" New York Laundromat Takeover is #MusicToYourNose

NEW YORK --(Business Wire)--

The Bronx came alive today in a celebration of art, music and culture, with the unveiling of Gain®'s #MusicToYourNose Laundromat Takeover. Gain, with help from non-profit Portraits of Hope, transformed six laundromat locations throughout the Bronx, Washington Heights and Spanish Harlem, into colorful, multidimensional art created by community residents and school children. Bronx-born, Latin Grammy-nominated artist Leslie Grace was also on hand to help bring attention to the community beautification project and to surprise her hometown community with a celebratory pop-up concert which included the exclusive debut performance of her latest single, "Nadie Como Tu."

Latin Grammy nominated singer-songwriter Leslie Grace makes laundry joyful at the Gain #MusicToYourN ...

Latin Grammy nominated singer-songwriter Leslie Grace makes laundry joyful at the Gain #MusicToYourNose Laundromat Takeover, Friday, May 16, 2014, in the Bronx. Procter & Gamble's Gain partnered with Portraits of Hope to transform neighborhoods with community-created art displays. (Photo by Diane Bondareff/Invision for Gain)

"This is my first time back in the Bronx since I was a kid, and I'm so excited to help Gain spread a bit of unexpected joy and celebration to the community," said Grace. "It's no secret that we all have to do laundry and these vibrant community-created art projects have definitely turned ordinary laundromats into something truly special. You just can't help but smile when you see them!"

In addition to experiencing the art and pop-up concert, residents also had the opportunity to take "selfies" within the art installation and enter to win the Gain #MusicToYourNose Instagram Sweepstakes, which runs through June 16, 2014. Brand ambassadors were also on hand to giveaway free Gain Flings! - the newest Gain detergent product to be introduced to the market. The single use detergent pacs provide a three-in-one benefit of Gain Detergent plus Oxi Boost and the malodor removal of Febreze.

"We are thrilled to work with Portraits of Hope and Leslie Grace on this neighborhood beautification project," stated Mark Jeffreys, Associate Marketing Director, Procter & Gamble eCommerce & Go-To-Market Innovation. "We wanted local New York neighborhoods to experience surprise and delight within their everyday routine through the transformative power of Gain. Based on all the smiling faces, I think we accomplished that today."

Yahoo en Español nd Sony Music Latin also helped amplify these local efforts through the creation of an exclusive video series to be featured on a custom section of the Yahoo Mujer page titled, "Se Feliz." This section on Yahoo en Español will profile community and music inspirations that bring joy, color and vibrancy to our lives. In addition to articles, slide shows and editorial blogs, "Se Feliz" will host an eight part video series featuring Leslie Grace, including video footage of a performance event and Portraits of Hope makeover reveal of a Laundromat in Grace's hometown in the Bronx. Select pieces of that content will also live on

The six laundromats included in the Gain #MusicToYourNose Laundromat Takeover program can be found are at the following locations (and available to the laundry-going public through August 31):

  1. 1965 Amsterdam Avenue (between 157th and 158th Streets), Washington Heights, NY 10032
  2. 275 East 163rd Street, (between Morris Avenue and College Avenue), Bronx, NY 10451
  3. 2037 3rd Avenue (between East 112th and East 113th St.), Spanish Harlem, NY 10029
  4. 3825 3rd Avenue (between East 171st St. and Claremont Parkway), Bronx, NY 10457
  5. 938 East 163rd St. (between Intervale Avenue and Kelly St.), Bronx, NY 10459
  6. 1210 Webster Avenue (corner of Webster and 168th St.) Bronx, NY 10456

For more information about the Gain #MusicToYourNose Laundromat Takeover, please visit, on Facebook (News - Alert) at; on Twitter (News - Alert) at @Gain or @GainLatino; on Instagram at @GainLaundry or by following #MusicToYourNose or #MusicaParaTuNariz. For more details on the Instagram contest, visit

Gain launched new Gain flings! earlier this year. The new single-use laundry pacs not only deliver better cleaning versus Gain liquid detergent with added Oxi Boost and malodor removal power of Febreze, but provide consumers with the best Gain scent experience yet. In fact, a Gain commissioned study, conducted by scent expert Dr. Alan Hirsch and Innerscope Research, proved that the scent of Gain flings! can give you more joy than listening to your favorite music and it also can make listening to your favorite music more enjoyable. For more information on Gain Flings! visit

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 visit, or follow Gain Laundry on Facebook and Twitter.

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 Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, 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 Portraits of Hope
Portraits of Hope is a non-profit that develops one-of-a-kind motivational art projects that merge the production of dynamic public art works with creative therapy for hospitalized children and civic education for students of all ages.

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