Dove challenges armpit beauty ideals with #FreeThePits campaign during New York Fashion Week

07 Sep 2023 --- Dove has launched a #FreeThePits campaign to encourage women everywhere to reject underarm stereotypes and embrace their armpits. 

The series of initiatives was inspired by the Dove Underarm Confidence Survey in 2022. Eighty percent of female respondents believe society promotes an “ideal” underarm. Most say the “ideal” underarm should be hairless, smooth, odorless and even-toned. Eighty-two percent of women feel embarrassed by their underarms. 

To combat this optimal armpit standard, Dove is showcasing a multitude of women’s armpits “whether they’re light or dark, bumpy or smooth, stubbly or in full bloom” from August 21 to September 17.

“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,” says Bianca Cancellara, global VP of Dove Deodorants.

Armpit subway takeover
Dove is showing off the “Pits of New York” with ads featuring “real women and their real armpits” during New York Fashion Week.

“We’re excited to connect with women directly, particularly during a notably fashionable week in New York, [US], when women from all over come together to redefine and celebrate the next evolution of fashion and beauty,” asserts Cancellara.

Dove encourages women to embrace their underarms with its #FreeThePits campaign (Image credit: Hannah Sider).The Dove Underarm Confidence Survey revealed that eight in ten women believe their armpits don’t look, feel or sweat like the aforementioned “ideal.” Fifty-six percent of women say they judge themselves because of their underarms.

Fifty-eight percent of women say others have judged them because of their underarms – meanwhile, six in ten women admit to judging other women about their underarms.

According to Dove, the summertime often exacerbates women’s insecurities about their armpits since they wear less clothing to stay cool, revealing more of their bodies. “When the temperature runs high, so do women’s underarm insecurities,” says the toiletry giant.

When women feel bad about their armpits, seven in ten women are less likely to dress how they want, attend social events, and go on dates.

Underarm story
The body-positive underarm ads will run on certain subway lines in New York City and at major subway stations.

On September 7, the first day of fashion week in New York City, the Dove “Pit Stop” will pop up in Chelsea Plaza. Consumers will be offered a Pit Kit containing Dove Deodorant, a free MetroCard with two rides and other items to keep them “fresh and confident.”

The brand invites members of the public to share their “underarm story” and tag @Dove and #FreeThePits on social media sites.

Harper’s Bazaar was the first women’s magazine to run a campaign dedicated to removing underarm hair in 1915. The act was described as a necessity. The same year, Gillette launched the first razor marketed toward women, the Milady Décolletée.

By Sabine Waldeck