Dove Creates the 'Piticure' to Soothe Irritated and Neglected Pits

By: Marissa Liu - Published: Oct 16, 2009 • References: newdeofromdove & teenvogue
To launch their new Dove Ultimate Visibly Smooth anti-perspirant Dove created the PitiCure. The Dove PitiCure is to your underarms as a manicure is to your fingers. It consists of a simple four-step process that cleans and moisturizes your underarms and care for a normally neglected area.

Dove created the PitiCure to help raise awareness to the moisturizing needs of every body part. The PitiCure consists of a hand massage, elbow exfoliation, underarm cleaning and exfoliation, application of moisturizer, and finally a full arm massage. Unfortunately, PitiCures only accompany the promotion of Dove products. Dove created the PitiCure in an easy to follow at-home format as well, but we think this would be a novel and welcome addition to underarm hair removal treatments at spas. Stats for Armpit Pampering Trending: Older & Warm
Research: 8,021 clicks in 344 w
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Concept: Armpit Pampering
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Segment: Females, 12-55
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