Dove® Wants to Change the Way Women See Their Armpits

ENGLEWOOD CLIFFS, N.J., Feb. 11, 2014 /PRNewswire/ -- 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 skin¹, and as a result of shaving, skin loses 50% more moisture, which can lead to dryness and sensitivity². Dove wants to help women see their armpits in a new light and give them the care they need.

(Photo: http://photos.prnewswire.com/prnh/20140211/NY61315)

New Dove® Advanced Care Deodorant is the only deodorant formulated with NutriumMoisture™, offering the brand's best care ever, while also providing 48-hour odor and wetness protection. 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. From bathing suits to evening gowns, women can now reveal their armpits with confidence and enjoy the benefits of special care.

"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 (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™

Share Your #DearArmpit Moment
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 fabulous spa getaway or a spa gift card.
• Share photos on Twitter or Instagram tagged #DearArmpit for the chance to win* more great prizes.

About the Products
New Dove® Advanced Care comes in 11 signature Dove® scents and two different formulations to address individual skincare needs. The full line of products is available for purchase in Mass, Food and Drug retailers nationwide for SRP $4.99 (2.6 oz.).

• Dove® Advanced Care:
  • Nourished Beauty – A floral powdery fragrance with notes of jasmine and rose
  • Cool Essentials – A delightful blend of cucumber and green tea
  • Beauty Finish – A sparkling, sophisticated scent with notes of watery florals, sandalwood and amber musk
  • Revive – A fragrance of pomegranate and lemon verbena
  • Shea Butter – A floral, powdery fragrance with notes of shea butter, rose, vanilla and Lily of the Valley
  • Rebalance – A scent of plum and sakura blossom
  • Sensitive – An unscented, hypo-allergenic formula
  • Caring Coconut – A light coconut scent with jasmine floral notes
• Dove® Advanced Care Clear Tone (formulated with Calendula, it helps restore skin to its natural tone³):
  • Pink Rosa – Floral and fruity with scents of violet, rose and raspberry blossom
  • Skin Renew – Light floral notes of violet, lilac and rose with vanilla musk
  • Sheer Touch – Light citrus notes with hints of almond and coconut milk

* No puchase necessary. The "Dove's Dear Armpit" Sweepstakes and Dove #DearArmpit Sweepstakes are sponsored by Conopco, Inc. d/b/a Unilever. Open to legal residents of the 50 US & DC, 18+. Begins 10:00 a.m. ET on 2/10/14 and ends 11:59 p.m. ET on 4/28/14. For The "Dove's Dear Armpit" Sweepstakes rules, visit http://www.dove.us/Products/Deodorant/DearArmpit.aspx?pages=rules. For the Dove #DearArmpit Sweepstakes rules, visit www.unileversweepsrules.com/deararmpit1

About Dove®
Dove®, manufactured by Unilever, is the No. 1 personal wash brand nationwide.  One in every three households uses a Dove® product, which includes beauty bars, body washes, face care, anti-perspirant/deodorants, body mists, hair care and styling aids.  Dove® Men+Care™ launched in 2010 with products developed specially for men. Dove® is available nationwide in food, drug and mass outlet stores.

About Unilever North America
Unilever is one of the world's leading suppliers of Food, Home and Personal Care products with sales in over 190 countries. Our products are present in 7 out of 10 homes globally and are used by over 2 billion people on a daily basis. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Ragu, Simple, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Our ambition is to double the size of our business, whilst reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals are more than 50 time-based targets. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/ or http://www.unilever.ca/sustainable-living/.

Unilever employs more than 12,000 people across North America – generating over $10 billion in sales in 2012. For more information visit www.unileverusa.com or www.unilever.ca.

¹ International Journal of Cosmetic Science, 2007, 29, pages 31-38
² Cosmetic and Toiletries 100, November 1985, pages 29-32
³ Over time with regular use

Contact:
Annette Reichel/Edelman
212-704-8227
[email protected]

SOURCE Unilever North America