• Advertising Age, Wednesday, October 7, 2009 10:28 PM

Procter & Gamble Co. is making over its Canadian custom-published quarterly Rouge for a full-scale U.S. launch expected to reach 11 million households in both countries by next year.

A new wrinkle in the U.S. rollout is the use of the mommy blogger community to help build its database. Bloggers are expected to mention Rouge because it is free and comes loaded with coupons. Besides tapping social media, P&G is also sending Rouge to consumers who signed up on a P&G beauty brand Web site such as Olay.com or Pantene.com or who subscribe to beauty magazine subscriptions.

P&G first launched Rouge in Canada in 2005 then tested the magazine with 2 million U.S. households last September. The full rollout with the fall 2009 edition will reach 6 million to 7 million homes.

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