09.06.23
Dove’s #FreeThePits—a series of initiatives to encourage women everywhere to reject underarm stereotypes and embrace their pits whether they're light or dark, bumpy or smooth, stubbly or in full bloom with hair—is underway in New York City.
Through Sept. 17, the Unilever deodorant brand is showing off the 'Pits of New York' with a subway takeover with ads featuring real women and their real armpits, along with a finding from a 2022 Dove Underarm Confidence Study in which six in 10 women admit to judging other women about their underarms. The ads are running on major subway lines (E, F, G, R, 4, 7 and L) and in subway stations including Herald Square, 14th Street/8th Ave. and Times Square.
As the summer heat looms, women naturally want to be able to shed layers to stay comfortable. But when the temperature runs high—like it is is today in NYC where temperatures are expected to soar above 95°—so do women's underarm insecurities, says Dove. And, when they're feeling bad about their pits, 7 in 10 are less likely to dress the way they want, attend social events, go on dates and more.
According to Dove, 80% of women believe society promote an "ideal" underarm; most say the 'ideal' underarm should be hairless, smooth, odorless, and even-toned, and 58% of women say they have been judged by others because of their underarms. What’s more 56% of women say they judge themselves because of their underarms, and 82% of women feel embarrassed by their underarms.
The campaign is also timed for New York Fashion Week.
"Since the beginning, Dove has been wholly committed to championing a positive experience with beauty – this includes changing the narrative around underarms, and rejecting narrow beauty standards to empower women to confidently embrace their underarms no matter what they look like," said Bianca Cancellara, global vice president of Dove Deodorants. "We're excited to connect with women directly, particularly during a notably fashionable week in New York, when women from all over come together to redefine and celebrate the next evolution of fashion and beauty."
Increasingly, the US deodorant category has been focused on the use of natural components, as reported by Happi.
Through Sept. 17, the Unilever deodorant brand is showing off the 'Pits of New York' with a subway takeover with ads featuring real women and their real armpits, along with a finding from a 2022 Dove Underarm Confidence Study in which six in 10 women admit to judging other women about their underarms. The ads are running on major subway lines (E, F, G, R, 4, 7 and L) and in subway stations including Herald Square, 14th Street/8th Ave. and Times Square.
As the summer heat looms, women naturally want to be able to shed layers to stay comfortable. But when the temperature runs high—like it is is today in NYC where temperatures are expected to soar above 95°—so do women's underarm insecurities, says Dove. And, when they're feeling bad about their pits, 7 in 10 are less likely to dress the way they want, attend social events, go on dates and more.
According to Dove, 80% of women believe society promote an "ideal" underarm; most say the 'ideal' underarm should be hairless, smooth, odorless, and even-toned, and 58% of women say they have been judged by others because of their underarms. What’s more 56% of women say they judge themselves because of their underarms, and 82% of women feel embarrassed by their underarms.
The campaign is also timed for New York Fashion Week.
Dove's Pit Stop in New York City
Dove will host the Dove 'Pit Stop' in Chelsea Plaza on Sept. 7. Consumers can stop by to celebrate their underarms, receive a pit kit containing Dove deodorant, a free MetroCard (two rides, $5.80 value) and other items to keep them feeling fresh and confident (while supplies last)."Since the beginning, Dove has been wholly committed to championing a positive experience with beauty – this includes changing the narrative around underarms, and rejecting narrow beauty standards to empower women to confidently embrace their underarms no matter what they look like," said Bianca Cancellara, global vice president of Dove Deodorants. "We're excited to connect with women directly, particularly during a notably fashionable week in New York, when women from all over come together to redefine and celebrate the next evolution of fashion and beauty."
Deodorants: Functional and Natural
Increasingly, the US deodorant category has been focused on the use of natural components, as reported by Happi.