Procter & Gamble has launched a global website for teenage girls, promoting its Tampax, Alldays and Always feminine care brands through a mix of advice and chat about sex, health and relationships.
Called BeingGirl.com, the girls’ magazine-style site offers information and free samples of P&G’s sanpro brands, editorial on topics such as sex, boys and drugs, and advice from an online agony aunt.
Users can communicate through bulletin boards on the various topics, such as the potentially controversial sex and relationships section.
Among the entertaining aspects of the site are a dancing tampons screensaver, an interactive element allowing girls to create Ms Period Face and an e-mail service.
The “hundreds of thousands” of teens who have logged on to P&G’s Always and Tampax websites inspired the launch of BeingGirl.
Tom Handley, P&G vice-president of global feminine care strategic planning, says: “As part of our commitment to women’s health, this site offers information which can help teen girls make important decisions.”
P&G sponsors UK teen girls site Swizzle, which also has chat rooms and bulletin boards on similar subjects.
Earlier this summer P&G launched MoreThanACard.com, which sells gift packages containing a variety of its brands for under $25 (&£15). At the end of last year, it launched a standalone beautycare Internet business called Reflect.com.