CYBERCRITIQUE: Super Tampon fails to rescue beinggirl.com

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MARKETER: Procter & Gamble Co.

WHERE TO FIND IT: beinggirl.com

CRITIQUE: Admittedly, the Cyber Critique staff is male. Therefore, we've never "been a girl." But dancing tampons? Come on. Sorry, that was a cheap and easy shot.

Teen-age girls are possibly one of the toughest demographics to read when it comes to getting inside their heads. What they're interested in changes often because fads -- by their nature -- come and go.

Procter & Gamble Co. through its Tampax, Always and AllDays brands has the tricky task of having to market to the ever-changing teen-age female a product associated with "the change" itself. So it has set up BeingGirl.com. This site is informative, with articles about some of the more weighty things on a teen's mind, like sex and health. There's even an advice column.

The heart of the site will be, as traffic grows, a series of bulletin boards where girls can talk to each other -- in the trusting, P&G-sponsored, warm and caring nest. And every time they get good advice from their peers, they'll remember their new friends in P&G-land.

But it's possible to take a good idea too far. Is the proper counterpart to male superheroes femine hygiene products as cape-clad crusaders like the site's Wonder Liner and Capt. Maxi? The site can be cute without being cutesy, and can do a good job of mixing cute and serious for an overall solid effect. BeingGirl crosses the cutesy line without needing to. We also doubt Super Tampon is going to save the day.

WHO CREATED IT: In-house with answerthink, Miami.

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