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P&G's BeingGirl mixes sex chat and product pitch; New site's policy requires users to be 13 or older.(Brief Article)

Advertising Age

| July 31, 2000 | Neff, Jack | COPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Procter & gamble co., which in the 1960s objected to Mary Tyler Moore wearing capri pants on "The Dick Van Dyke Show" and earlier this year vetted teen magazines for sexual content, has begun using online sex chat for teens to help market feminine products and beauty care.

P&G last week launched BeingGirl.com, a site that mixes online sampling and product pitches for its Always and Tampax brands with interactive features such as health advice, whimsical dancing tampons and a Ms. Period Face feature that lets girls create images of how they feel during menstruation.

Potentially more controversial is a Sex & Relationships section with bulletin boards. Postings appeared fairly tame -- and sparse…

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