Coming of Age with Proctor & Gamble

Beinggirl.com and the Commodification of Puberty

in Girlhood Studies
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Puberty and her first period are among the most important rites of passage in a girl's life. Cashing in on this, transnational corporate giant Proctor & Gamble created the website beinggirl.com in 2000, to provide “a forum for girls to explore their collective interests and receive guidance in choosing the right feminine protection products provided by Tampax and Always at the very start of their cycles.” Featuring podcasts, polls, quizzes, an advice column, games, downloads, and a discussion board, beinggirl.com looks like many other commercially-created online spaces for girls. Employing an “experiential analysis” methodology, this article deconstructs beinggirl.com as a site that has both a corporate imperative as well as the self-proclaimed intention of providing a space for girls.