Not Just Feminine Hygiene Products, But 'Girl Talk'
Feminine hygiene products are another topic that most people don't enjoy discussing or want to research in detail. That is, except for one particular demographic group: preteen and teenage girls, who are exceedingly anxious about the changes in their bodies and how to deal with them. Interestingly for P&G, which created the BeingGirl community for its Always and Tampax brands, this group happens to be the next wave of feminine hygiene product buyers. BeingGirl, with the tagline "For girls, by girls," offers an online forum for "girl talk" about puberty, dating, embarrassing moments (for example, bra-stuffing fiascos), fashion, and makeup. The forums feature a lot of talk about first menstrual periods, from eager future consumers of Always or Tampax products.