How Dove Cares about Women’s Armpits

Unilever’s personal wash brand Dove feels that armpits are one of the most neglected body parts. Many women do not even think of their armpits as skin and, therefore, deprive them of the care and attention they give the rest of their bodies.

Without even realizing it, Dove observes, women are damaging their underarms when shaving. In fact, only 64% of what is removed when shaving is hair, 36% is actually skin.

And as a result of shaving, skin loses 50% more moisture, which can lead to dryness and sensitivity. Dove wants to help women see their armpits in a new light and give them the care they need.

New Dove Advanced Care Deodorant is claimed to be the only deodorant formulated with NutriumMoisture, offering the brand’s best care, while also providing 48-hour odor and wetness protection.

Women's Armpits

NutriumMoisture is a proprietary Dove formula comprised of ingredients that are known to moisturize the skin. Using this new line of deodorants provides women with softer, smoother armpit skin in just three days, claims the company.

From bathing suits to evening gowns, women can now reveal their armpits with confidence and enjoy the benefits of special care, it suggests.

With the launch of new Dove Advanced Care Anti-Perspirant / Deodorant, Dove is drawing attention to the importance of underarm care by offering a three-step PitiCure treatment to women at events in New York, Los Angeles and Miami on Valentine’s Day Eve (Feb. 13, 2014).

Women will also have the opportunity to showcase their confidence with a celebratory “arms up” pose in Valentine’s Day attire at a Dove photo booth.

“It is time to change the perception of the underarm by bringing women our best care ever with Dove Advanced Care Anti-Perspirant / Deodorant and the PitiCure treatment,” says Matthew McCarthy, senior director of Deodorants / Antiperspirants, Unilever. “We want to make sure women give themselves the care and attention they need before they care for their loved ones on Valentine’s Day this year.”

To start the conversation about armpit care, Dove women has issued an open letter to the armpit on television and online. Dove is inviting women everywhere to join the conversation and share their own experiences.

There are multiple ways for women to get involved. Women can write a review of Dove Advanced Care Deodorant or share a celebratory “arms up” photo at for a chance to win a spa getaway or a spa gift card. Or share photos on Twitter or Instagram tagged #DearArmpit for the chance to win prizes.

Photo courtesy: Dove / Unilever

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Rakesh Raman