- Becky Ebenkamp

Procter & Gamble's Tampax brand announced the launch of MonthlyGiftClub on teen and tween Web community Stardoll to promote products for that time of the month. 

Taking its cues from a tradition in TV ads—in which women are shown wearing white clothing as a visual cue that a brand's sanitary products are safe and absorbent—Stardoll club members will receive virtual versions of white swimsuits, dresses and other frocks when the club meets certain membership milestones, such as 10,000 or 50,000 members. The effort specifically promotes Tampax Pearl, which has a Leak Guard feature that purports to help women "outsmart Mother Nature" so they can feel confident wearing white.

Aside from the swag, Stardoll visitors can win prizes by creating virtual summer scenes, and they can receive free samples of Tampax products by clicking on an icon and entering their personal information.

Banner ads on Stardoll.com click through to Beinggirl.com, a dedicated Tampax site where visitors can get a free sample kit with assorted Tampax products. Stardoll, which is a celebrity and fashion-driven social networking site, has 20 million members internationally, 94% of whom are teen and tween girls.