What Does Gain Detergent Have To Do With The Braxtons? We Ask A P&G Executive

January 28, 2014  |  

Last Thursday evening, we were standing in an enclosed rooftop bar overlooking Lincoln Center, in the heart of Manhattan, surrounded by throngs of other people… and bottles of Gain detergent. Moreover, we were standing there waiting for Toni Braxton to perform.

MadameNoire had been invited to a special presentation hosted by the P&G brand Gain and the Braxton Sisters, with a bonus performance by American Idol contestant Andrew Garcia (no relation, check him out here). The invite said it was to launch the new Gain Flings, but the excitement for everyone there was really getting to hear Ms. Toni, a six-time Grammy winner, belt out a couple of tunes.

And that she did. Not only did she sing the heck out of “Unbreak My Heart,” she stepped off the stage, walked through the crowd and attempted to share the mike with a reluctant audience member. Then she joined her sisters for one-on-ones. Click here for MadameNoire’s on-the-couch interviews with the sisters on our Instagram page.

But the question remains: What are the Braxtons doing at a Gain event? For that, we turned to Diana Banuelos, brand manager at Procter & Gamble.

“The Braxtons have been collaborating with ‘My Black Is Beautiful’ for years,” Banuelos told us. (Both “My Black is Beautiful” and Gain are both P&G’s.)

“They have been using Gain for their entire lives,” Banuelos continues.

Gain detergent is making a bigger push nationwide after starting out in the southern part of the country. Noting that “consumers have a passion for music and for scent,” Banuelos told us the brand is drawing the connection between the two with this collaboration and a hashtag, #MusicToYourNose.

“The core of Gain’s consumer base is ethnic, African Americans and Hispanics,” Banuelos told us. “We have been there. That’s our history.”

In that sense, she says, “the Braxtons speak to that.”

Are you a Gain fan? Thoughts on this campaign? Banuelos described some of the reviews that the Gain brand gets as “almost poetry.” So feel free to share your feelings.

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