It's Great to Being Girl

I want to take you on a tour of my favorite CPG website today.
Beinggirl is the web site that began as Procter’s menstrual products site, but appears to have expanded to encompass hair care and shaving brands – a sort of tween/teen personal care hub online.

Available for visitors from 44 countries, the site provides product information but that’s only a teeny portion of what it offers.

The Scoop: A newsletter with editorial about many issues that face young girls and women. And this, BTW, is editorial, not “editorial” as in recipes containing suspiciously large quantities of the advertiser’s product.

Your Period: The basics, its personal significance, advice from peers, a treasure trove of info to demystify and deterrify.

Ask Iris: An advice columnist that will answer questions on or entirely unrelated to the products.

Express Yourself: A sort of forum where girls share stories and provide advice.

Fun Stuff: Podcasts, polls quizzes, and games, from classics like Frogger to a bizarre boyfriend creator called the Manquarium.

The Goods: Product Info and Product Finders.

BG Freshcuts: The inevitable new music app.

Being a Hero: Giving back projects on a global scale.

Solo de Chikas: A Spanglish destination.

Free Samples: Nuff Said

Beinggirl is a gigantic commitment that just gets better and better every year. It’s not new or newsworthy, but if you want to understand how to do a site that reflects the target and sella a product, surf on over. I’ll make it easy for you: Beinggirl.

Now not every brand should do a lifestyle site. No no no.

Understanding how to do a web site for your brand requires really thinking, and really understanding your target. What do they want? What does the product mean? Is there a great deal of emotional significance to the product?

BMW Films worked in part because it was BMW that did it. The brand rubbed off on the movies, and vice versa. Sno-Bol films might have had an entirely different result.

By contrast, consider Inthemotherhood.com, a joint production of Suave and Sprint. The site boasts a series of videos starring my TV fave Leah Remini and other celebs living exaggerated challenges that Moms face. Scripts, according to the site, are often based upon user submissions.

The movies are pretty darn funny, and this from someone who doesn’t drive a minivan or have Pamper’s points. The Sprint tie is thought provoking. Moms are probably huge minute consumers, so there you go. Suave, however, makes perfect sense immediately.

Apparently Moms like it. They had 5.5 Million views last year, and the site had sufficient buzz to get Ellen Degeneris to talk about it on her show. Bravo Unilever.

And the medium fits. Moms aren’t going to visit a site and holla holla for hours like a teen might. But she probably needs a bit of a laugh between getting home from work and doing the 1001 other things Moms have to do to keep things together.

Thanks for reading, and don’t forget to write.