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What interests could a 10-year-old girl and a 17-year-old woman possibly share? Procter & Gamble is banking that the two-pronged answer is high Internet use and music.
The consumer products behemoth has teamed up with Sony BMG to feature Sony recording artists on Beinggirl.com, a Web site that Procter had until now used mainly to help girls cope with puberty.
The idea behind the partnership is that girls of all ages will want to hear and download songs by artists like Natasha Bedingfield and Teddy Geiger. And inevitably, Procter hopes, the association with those artists will add a patina of coolness to Secret deodorant, Cover Girl makeup, Always sanitary napkins and Tampax tampons, the four Procter brands most likely to come onto a pubescent girl’s radar screen.
Branding experts say the company is onto something. “There’s really nothing cool about deodorants or tampons, but music can wrap them with a cloak of hipness…
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