# Armpit Pampering Dove Creates the 'Piticure' to Soothe Irritated and Neglected Pits By Marissa Liu | Published 2009-10-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dove-piticure References: [teenvogue](http://www.teenvogue.com/beauty/blogs/beauty/2009/07/give-yourself-a-piticure-with-dove-ultimate-deodorant.html) & [newdeofromdove](http://www.newdeofromdove.com/) To launch their new [Dove Ultimate Visibly Smooth anti-perspirant](https://www.trendhunter.com/trends/refillable-antiperspirants) 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](http://www.sonoma-massage.com/yahoo_site_admin/assets/images/bigstockphoto_Hand_Massage_3514295.354100331.jpg), 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. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 76% | Activity: 94% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Armpit Pampering:** Dove's PitiCure raises awareness for underarm care, creating an opportunity for spa treatments and specialized products. ### Industries Being Reshaped - **Personal Care:** The PitiCure highlights the need for specialized underarm care products, creating opportunities for innovation in the personal care industry. - **Spa & Wellness:** The PitiCure can inspire the development of underarm pampering treatments in spas, providing a unique experience for customers. - **Beauty & Cosmetics:** The PitiCure introduces the concept of manicures for underarms, presenting opportunities for beauty brands to develop products tailored to this specific area. ## Related on Trend Hunter - [Moisturizing Total Body Deodorants](https://www.trendhunter.com/trends/whole-body-deodorants.md) - [Antiperspirant Sports Partnership Campaigns](https://www.trendhunter.com/trends/dove-x-the-us-open.md) - [Whole Body Deodorants](https://www.trendhunter.com/trends/whole-body-deo.md) - [Whole Body Deodorants](https://www.trendhunter.com/trends/dove-whole-body-deodorant.md) - [Nourishing Vitamin-Enriched Deodorants](https://www.trendhunter.com/trends/dove-vitamincare-deodorant.md) - [Probiotic Underarm Toners](https://www.trendhunter.com/trends/probiotic-underarm-toner.md) - [In-Shower Underarm Washes](https://www.trendhunter.com/trends/underarm-wash.md) - [Bathing-Inspired Pop-Ups Bars](https://www.trendhunter.com/trends/dovedeluxebar.md) - [Triple-Action Skincare Scrubs](https://www.trendhunter.com/trends/dove-mencare-body-and-face-scrubs.md)