Procter & Gamble, which last year deployed separate MySpace pages advertising Crest toothpaste and Herbal Essences shampoo, is deploying two new websites designed to create online communities and to give P&G places where the company can learn more about customers and also market to them. One of the strategies will attract those interested in celebrity and fan clubs and will be tied to P&G's People's Choice Awards. The new Capessa site is for women and was produced by P&G for the Health section of Yahoo!. At Capessa, women have a forum for discussion of such topics as parenting, pregnancy, and weight loss. It was tested for a few months and became available on December 21. While P&G's earlier sites promoted specific brands, the new sites will center more around market research, and both of the new sites will become on-going focus-group environments where P&G can monitor consumer discussions on the site and learn more about the preferences and dislikes of its target audience. There is no guarantee that the new sites will be successful, since an earlier attempt on a teen-targeted social networking site by Wal-Mart (The Hub) was taken down due to lack of sufficient visitorship. The new P&G sites will have a more uptown look than well-established social networking sites for younger folks, because the new strategies are designed to appeal to an audience between the ages of 18 and 49.