Dove Wants Women to Embrace Underarm Care

Englewood Cliffs, N.J. — Unilever is asking women to give their underarms, once neglected parts of their bodies, the personal care and attention they deserve. In a recently launched campaign for Dove Advanced Care deodorant, the manufacturer is using a New York dermatologist to educate women on the importance of underarm care.The crux of the advertising content is an open letter to the underarm, with a TV spot lightheartedly reminding women about underarm care, and a print ad – running in style, beauty and health-focused magazines – following a similar “Dear Armpit” format.The idea originated with a Unilever study that found that when women shave their underarms, 36% of what is removed is actually skin and 64% is hair. As a result, the skin loses 50% more moisture. “We created a product to offer women Dove deodorant’s best care for the armpit using our NutriumMoisture technology,” says Matthew McCarthy, senior marketing director, antiperspirants/deodorants, at Unilever.The product is designed to produce softer, smoother armpit skin in three days, along with 48-hour odor and wetness protection. The Advanced Care packaging now features an hourglass-curve design.Unilever’s campaign is designed to reach women between the ages of 18-35 through TV, print, digital advertising, PR, social media and in-store marketing. In the digital space, Dove invites consumers to join the conversation and share their own product experiences. “We developed this robust media plan to span multiple retail channels,” McCarthy says. “The campaign offers purchase incentives in the form of FSIs and sales circulars for food, drug, mass and online retailers. Incentive programs also have been customized for specific retailers.“For example, on the weekend of Feb. 8, we leveraged Walmart in-store beauty experts in 1,000 stores nationwide to speak with consumers and educate them on the importance of underarm care. We will continue to partner with retailers throughout 2014.”In-store signage and displays are crucial to the success of the campaign, McCarthy says. The products are featured in multisensory displays highlighted by motion-sensor lights. Display formats spawn a variety of units customized to retailer needs; these include floorstands, counter units, endcaps and hanging units. Custom in-aisle signage helps shoppers find the product on the shelf. “While we are unable to share specific figures, we are happy with the Dove Advanced Care results so far, and look forward to continued success in 2014,” McCarthy says.

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