The company is testing a , which is aimed at mothers. It has already sent out emails to subscribers gathered from the site. One was focused on the new Fairy Power Dish Brush, while the other was the first in a monthly series. The company would not give out details of who was producing the website.
P&G said it currently had no plans to continue the customer magazine it has produced with John Brown Citrus Publishing. The trial issue of the magazine, called Mustard, was sent out in May. "We will continue to analyse the test market results but for the moment have decided not to pursue full rollout," a spokesperson said.
P&G said that Fresh Living would have special offers and articles on home improvement, and garden and home makeovers. The site will be marketed purely through email at the moment, the company said, because it was currently being tested to see how well the concept connected with consumers.
"Procter & Gamble is dedicated to the detailed understanding of the effect that numerous and innovative marketing methods have on its relationship with consumers," the spokesperson said.
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