- Dove is expanding a campaign that encourages women to feel more confident about their armpits with an activation timed to New York Fashion Week (NYFW), according to a press release.
- On Sept. 7, the primary day of NYFW, the Unilever personal care brand will open a Pit Stop in New York City’s Chelsea Plaza where consumers can pick up a Pit Kit carrying its deodorant, a free MetroCard and other gear while supplies last. People on the scene at NYFW can take a #FreeThePits challenge and exhibit their underarms with abandon.
- The NYFW blitz builds on “Pits of New York” subway takeover ads that launched Aug. 21 and have women proudly displaying their armpits in train cars. The push aligns with Dove’s long-standing positioning around difficult beauty conventions.
Dove is trying to capitalize on the joy around NYFW with a campaign that encourages embracing underarm confidence. The initiative responds to a 2022 survey conducted by the brand that exposed 80% of women imagine society pushes an “ideal” armpit that’s hairless, odorless, smooth and even-toned. The findings also showed that many women are self-conscious about their underarms and can avoid events like social gatherings or dates in times of insecurity.
Dove’s “Pits of New York” ads challenge idealized armpit norms
New out-of-home subway ads running through Sept. 17 on the E, F, G, R, 4, 7 and L lines and in several high-traffic stations take direct aim at these airbrushed standards. The placements showcase models with armpit hair, tattoos and other features that go against the grain and carry copy like, “Pit peeve?,” together with stats from the Dove Underarm Confidence Survey. Ogilvy worked on the creative.
Dove’s candid, diversity minded approach could create a contrast with NYFW, a gathering for an industry notorious for promoting narrow conceptions of beauty and heavily manicured looks.
“We’re excited to connect with women directly, particularly during a notably fashionable week in New York, when women from throughout come together to redefine and have a good time the following evolution of fashion and sweetness,” said Bianca Cancellara, global vp of Dove Deodorants, within the press release.
Beyond acting as a press release, Dove’s NYFW push could resonate with consumers on a practical level, with its Pit Stop experience doling out deodorant and subway tickets at the peak of late summer. New York City is currently experiencing temperatures within the mid-90s, sweltering conditions that may make people more aware of their underarms and welcoming of a free roll-on stick for their commute.
Dove is encouraging consumers at NYFW and beyond to post their underarms on social media with the #FreethePits hashtag and by tagging its brand, which could help extend reach beyond New York. The empowerment aligns with Dove’s give attention to Real Beauty, a purpose-driven concept that’s also tackled issues like hair discrimination, model diversity and body positivity.
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