P&G Launches an Online Community for Women, I don’t get it.

Proctor & Gamble Productions (PGP) announced the launch of Capessa.yahoo.com. The website, created by P&G Productions (PGP), in conjunction with Yahoo! and the Zizo Group, is an online community where women can share inspirational stories, as well as practical tips and information relevant to the various aspects of their lives.

From their release:

According to Jim Stengel, P&G, global marketing officer, "The creation of Capessa follows P&G's mission to improve the lives of the world's consumers in meaningful ways, every day." He continues, "This website provides women with relevant information that connects to their specific interests and adds value to their lives."

P&G anticipates that this online community will allow them to learn more about the interests and product needs of women. P&G considers Capessa as a way to better understand digital space, as well as how the company can be more relevant in the lives of their consumers.

Frankly, I don't get it. The home page has tags, so I guess it's Web 2.0. The site is in Yahoo! Health but has topics about work and relationships. There is a blog which you can comment on and a discussion group, but both of them are not branded Capessa.

I think having a community for women on Yahoo is a good thing, but how does this differ from Yahoo! Health, or iVillage? The design is clean and nice, but I was unable to find the site from the main Yahoo! Health site. I would say that this needs some stronger branding and some more cohesiveness to bring together the main site, blog and discussion forum.