Gain®, Febreze® and Dawn® Announce “Get Scent to Oz” Collaboration in Partnership With Universal Pictures’ Wicked: For Good

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CINCINNATI--(BUSINESS WIRE)--Oct 6, 2025--

Powered by the scent of Gain, Procter & Gamble is bringing the magic of Oz into the homes of fans nationwide this fall through fragrance. To celebrate Universal Pictures’ Wicked: For Good, the epic conclusion to last year’s global cinematic phenomenon, the iconic brands Gain®, Febreze®, and Dawn® are inviting everyone to “Get Scent to Oz” with new, limited-edition Wicked: For Good product collections featuring freshtabulous Gain scents to enchant their everyday fabric and home care routines. The film arrives in theaters November 21, 2025.

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Fans everywhere know what Oz looks and feels like, and for the first time ever, they’ll now experience what it smells like. The “Get Scent to Oz” collaboration highlights each brand’s reimagination of their signature products with magical new scents made with the freshness of Gain, making every home, laundry day, and cleaning moment a touch more extraordinary.

• Gain x Wicked: For Good Collection
  • Detergent Flings: Provides a powerful clean and a vibrant freshness for irresistibly scented laundry. Available in the below scent:
    • Fantabulous Floral: All the convenience of Gain flings with a swirl of hibiscus, peony, and vanilla.
  • In-Wash Scent Boosters: Deliver long-lasting freshness through dual-scent technology for fragrance that lasts from wash to wear. Available in the below scents:
    • Wonderfullest Woods + Beautifical Blossom: Delicate florals + warm musk for freshness as if plucked from Oz’s hidden forests.
    • Emerald Charm + Yellow Brick Wonder: A sweet, refreshing blend that captures the Yellow Brick Road journey.

• Febreze x Wicked: For Good Collection:
  • Air Mist: Delivers spellbinding freshness in every spray to fight unwanted smells and transform the air with high quality scent.
  • PLUG Air Freshener Refill: Fills rooms with magical scent that lasts for 50 days (on low setting) without fading
    • All above products available in Beautifical Blossom and Wonderfullest Woods scents

• Dawn x Wicked: For Good Collection
  • Powerwash Spray delivers the power of an overnight soak in minutes and removes up to 99% of grease and grime.
    • Available in Fantabulous Floral scent

“As a leader in fragrance, we’re thrilled to partner with Universal Pictures’ ‘Wicked: For Good’ to bring these extraordinary scents – powered by the freshness of Gain – to life across P&G’s fan-favorite fabric and home care products,” said Ben Sattler, Gain Senior Brand Director. “Whether fans are doing a laundry load, freshening a room, or even washing a dish, with these collections, they’ll ‘Get Scent to Oz’ before they even hit the theaters.”

For a limited time only, the Gain®, Febreze®, and Dawn® x Wicked: For Good collections are available now at all major participating retailers nationwide and online.

About P&G

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

About Universal Pictures’ Wicked: For Good

Last year’s global cinematic cultural sensation, which became the most successful Broadway film adaptation of all time, now reaches its epic, electrifying, emotional conclusion. Directed by Jon M. Chu, the final chapter of the untold story of the witches of Oz begins with Elphaba (Oscar ® nominee Cynthia Erivo) and Glinda (Oscar ® nominee Ariana Grande) estranged and living with the consequences of their choices. When a girl from Kansas comes crashing into their lives, they will need to come together one final time, and truly see each other, if they are to change themselves, and all of Oz, for good.

About Universal Pictures

Universal Pictures is a division of Universal Studios ( www.universalstudios.com ). Universal Studios is part of NBCUniversal. NBCUniversal is one of the world’s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. NBCUniversal is a subsidiary of Comcast Corporation.

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CONTACT: Media Contacts:

P&G Fabric Care Communications

Jazmyne Reid

[email protected]&G Air Care Communications

Esra Yeksek

[email protected]&G Home Care Communications

Andy Sullivan

[email protected]

MSL Group (for Gain)

Aliza Solc

[email protected]

KEYWORD: UNITED STATES NORTH AMERICA OHIO

INDUSTRY KEYWORD: MEN ENTERTAINMENT OTHER RETAIL FILM & MOTION PICTURES SUPERMARKET SPECIALTY CONSUMER GENERAL ENTERTAINMENT RETAIL OTHER CONSUMER WOMEN HOME GOODS

SOURCE: Procter & Gamble

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PUB: 10/06/2025 09:00 AM/DISC: 10/06/2025 08:59 AM

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