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Company executives have said that P&G invested at least $60 million in Reflect.com in three rounds of funding.
Spokeswoman Cheryl Hudgins told the Cincinnati Enquirer for a story published Tuesday the experiment was a learning experience for P&G, which will now apply some of the same techniques to its beauty-care brands. Those brands include Olay skin cream and Cover Girl cosmetics.
"What happened was, we learned what we needed to learn," said Hudgins, who would not confirm P&G's investment or give other details on finances of the San Francisco company.
She said the closing would affect fewer than 45 employees.
P&G started the online business as a way to sell directly to consumers rather than through retailers' Web sites and to customize the product's color, packaging and other features to a consumer's specifications.
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