P&G launches website for women in partnership with Yahoo!

Procter & Gamble (P&G) has launched an exclusive website for women in partnership with Yahoo! as part of its drive to engage with consumers online. India is the third market after the US and Indonesia where the website has been launched. In India, it is called Style Factor, while in the US, the website goes by the name The Thread.The site provides information on beauty, lifestyle and fashion. Archana Aggarwal, country media manager, P&G India, “Style Factor is a site for the digitally savvy woman. In keeping with P&G’s vision of touching more consumers’ lives more completely, this partnership with Yahoo! has shown how custom branded content will help us to engage with our consumers and create meaningful conversations around our brands.” Six of P&G’s brands are part of Style Factor including Pantene, Whisper, Ariel, Oral B, Olay and Head & Shoulders.