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The P&G move follows the launch of Kraft Foods' Food & Family some years ago.

But according to , P&G is innovating the customer magazine format by tapping into the ‘mommy blogger community' to help build a CRM database.

Rouge, which was launched in Canada in 2005, will be free of charge and have coupons, with the hope that mommy bloggers will recommend the magazine to fellow mommies in the social media space.

The magazine is also being sent to advocates who have signed up to a P&G beauty brand website.

If P&G reaches its 11 million target, Rouge will become the FMCG giant's biggest-ever online CRM programme.