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, 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.
The new Dove Advanced Care Deodorant is formulated with NutriumMoisture, offering skin care while also providing 48-hour odor and wetness protection. NutriumMoisture is a proprietary Dove formula comprised of ingredients known to moisturize the skin.
"Skin is our body's largest organ and it all needs proper care. That care will vary by body part since some areas have thinner, more sensitive skin than others," said Dr. Ellen Marmur, Dermatologist. "By adding NutriumMoisture to deodorant, Dove has made it easy for women to give their armpit skin the care it deserves."
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 2014 (February 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."
The Dove PitiCure, which can easily be performed at home, is a treatment that cleanses and helps care for armpit skin over time with the application of Dove Advanced Care Anti-Perspirant/Deodorant with NutriumMoisture.
- Step 1: Exfoliate—Use a gentle exfoliating cloth to cleanse underarms and draw out impurities
- Step 2: Rinse—Rinse the area with warm water and pat dry with a soft towel
- Step 3: Care—Apply Dove Advanced Care Anti-Perspirant/Deodorant with NutriumMoisture
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, while also entering to win prizes:
- Write a review of Dove Advanced Care Deodorant or share a celebratory "arms up" photo at Dove.com/deararmpit for a chance to win a spa getaway or a spa gift card.
- Share photos on Twitter or Instagram tagged #DearArmpit for the chance to win more great prizes.