By Stefania Revelli
What’s Happening
• Underarms: that’s the solution according to the personal care experts at Dove. The brand’s Visibly Smooth antiperspirant deodorant is being promoted as part of a three-step DIY process essential for healthier, smoother underarm skin.
• Step 1: exfoliate and cleanse underarm area to remove dead skin and impurities. Step 2: rinse and pat dry. Step 3: apply Dove Visibly Smooth deodorant. According to Dove, incorporating PitiCures as part of daily beauty regime will make underarm hair look and feel smoother, finer and easier to remove.
• As part of the promotion, beauty buffs are invited to try a complimentary PitiCure at pop-up pavilions in Los Angeles, New York, and Philadelphia this summer.
What This Means to Business
• A low-cost DIY beauty routine that gives somewhat neglected areas special attention provides women with even more whole-body confidence. Especially when it comes from an authority consumers know and trust.
• Cure for the pits—who knew? A PitiCure may be essential to underarm wellness. But creating awareness around a need consumers never even knew they had—that’s essential to smart marketing.
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