With the scheduled closing next week of Reflect.com, Procter & Gamble ends a $60 million experiment it began in the dot-com era, in 1999, as a way of selling directly to consumers and customizing product color, packaging and other features according to consumer specification, Cincinnati's The Enquirer writes. The Ohio-based company will take final orders June 13 and ship all products by June 17. The closing will affect some 45 employees, according to spokesperson Cheryl Hudgins. She also said P&G has learned from the experiment and would apply some of the techniques to its beauty-care brands, including Cover Girl, Olay and Pantene. Ginger Kent, CEO of Reflect.com from December 1999 to May 2002, said she was disappointed: "It was very much forward thinking. Maybe it was too far ahead of its time, who knows?"