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.