[13] The site provides information and expert advice on topical self-care issues such as menstruation, eating disorders, acne and dating,[14] by taking a "big-sister approach".
This is used for inbound internet marketing of its products, being judged by co-author of social technologies book Groundswell, Josh Bernoff, as being four times as cost-effective as advertising.
[19][20] Sociologist Adam Arvidsson, writing in 2006, analysed the site's premise as being that "engagement in community-like interaction will generate emotional and experiential ties" in consumers.
[24] David G. Knox, a teenage market specialist in P&G's beauty division said that they approached Sony in order for teens to associate their brands with stars such as singer-songwriter Teddy Geiger.
[28] Its Indian site was launched in 2006, which Nikhil Pahwa on the contentsutra blog observed to "lack the freedom of a social networking space", such as Hindustan Unilever's Sunsilk Gang of Girls.
[29] Writing in 2006, Sheth and Sisodia noted that the open discussion (in real life) by teenage girls of feminine hygiene products may be difficult in some countries.
[12] In 2011, the charity Mothers' Union criticised the site for being "clearly a marketing tool" and Rebecca Morgan of the London Feminist Network linked references to hair removal and erotic underwear with the sexualisation of childhood.