Dove's #FreeThePits Challenges Stereotypes and Boosts Confidence
Laura McQuarrie — September 6, 2023 — Marketing
References: prnewswire
Dove's newly launched #FreeThePits initiative specifically focuses on an area of the body that's heavily scrutinized for being bumpy, stubbly or discolored. For a limited time this summer, Dove is proudly showing off the Pits of New York with a subway takeover that depicts real women and their real armpits.
Around fashion week in the city, Dove will also be opening the doors to a pop-up Pit Stop that invites people to stop by, celebrate their underarms and pick up a Pit Kit with Dove Deodorant, plus a MetroCard for two rides.
According to the Dove Underarm Confidence Survey, 80% of women believe that society promotes an "ideal" underarm that's hairless, smooth, odorless and even-toned, and eight in 10 women believe their armpits don't look, feel or sweat like the ideal.
Image Credit: Hannah Sider
Around fashion week in the city, Dove will also be opening the doors to a pop-up Pit Stop that invites people to stop by, celebrate their underarms and pick up a Pit Kit with Dove Deodorant, plus a MetroCard for two rides.
According to the Dove Underarm Confidence Survey, 80% of women believe that society promotes an "ideal" underarm that's hairless, smooth, odorless and even-toned, and eight in 10 women believe their armpits don't look, feel or sweat like the ideal.
Image Credit: Hannah Sider
Trend Themes
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Body Positivity — Dove's #FreeThePits initiative challenges stereotypes and boosts confidence by promoting body positivity in relation to underarms.
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Real Representation — Dove's subway takeover and pop-up Pit Stop contribute to the trend of real representation by showcasing real women and their natural underarms.
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Challenging Beauty Standards — Dove's initiative addresses the trend of challenging beauty standards by encouraging women to embrace their naturally imperfect underarms.
Industry Implications
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Beauty & Personal Care — Dove's #FreeThePits initiative presents an opportunity for the beauty and personal care industry to create products and campaigns that promote inclusivity and self-acceptance in relation to underarms.
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Advertising & Marketing — The subway takeover and pop-up Pit Stop reflect the potential for the advertising and marketing industry to embrace real representation and challenge conventional beauty ideals.
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Body Positive Activism — Dove's underarm celebration initiatives contribute to the growth of the body positive activism industry, which focuses on promoting self-confidence and acceptance of diverse body types.
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