In tune with the fervor of New York Fashion Week (NYFW), Dove is unveiling a campaign spotlighting underarm confidence. This campaign arises from a 2022 study by Dove, which found that 80% of women feel society promotes a certain “ideal” armpit: hairless, smooth, evenly toned, and free from odor. Disturbingly, this perception has deterred many from attending social events or dates due to underarm insecurities.
Challenging these perfectionist ideals, Dove’s new subway ads, visible until Sept. 17 across various NYC subway lines, display models proudly flaunting armpit hair, tattoos, and other non-conformist features. Phrases such as “Pit peeve?” and figures from the Dove Underarm Confidence Survey accompany the visuals. Ogilvy crafted the innovative creative for this campaign.
Dove’s genuine, inclusivity-centric stance could starkly contrast with NYFW’s traditional aura, often critiqued for championing restrictive beauty ideals.
Bianca Cancellara, Dove Deodorants’ global vice president, expressed her enthusiasm: “We’re excited to connect with women directly, especially during such a fashionable week in New York. This is the time when women from everywhere gather to redefine and applaud the emerging definitions of fashion and beauty.”
Moreover, Dove’s NYFW campaign isn’t just symbolic. As NYC grapples with scorching temperatures touching the mid-90s, Dove’s ‘Pit Stop’ experience offers timely respite by distributing deodorant and subway tickets, making it both a thoughtful gesture and a clever marketing move during the peak summer season.
Dove’s recent campaign stands out as a fresh, brave, and timely move. By challenging societal beauty norms and promoting self-acceptance, Dove continues to prove its commitment to fostering genuine self-esteem and body positivity in women everywhere.