# Underarm Celebration Initiatives Dove's #FreeThePits Challenges Stereotypes and Boosts Confidence By Laura McQuarrie | Published 2023-09-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/freethepits References: [prnewswire](https://www.prnewswire.com/news-releases/dove-launches-freethepits-campaign-to-encourage-underarm-confidence-during-new-yorks-biggest-week-in-fashion-301918472.html)  [Dove's](https://www.trendhunter.com/trends/dove-x-the-us-open) 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](https://www.trendhunter.com/trends/lower-body-spray) that invites people to stop by, celebrate their underarms and pick up a Pit Kit with [Dove Deodorant](https://www.trendhunter.com/trends/dove-mencare-maximum-protection), 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 Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 64% | Activity: 61% | Freshness: 18% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Body Positivity:** Dove's #FreeThePits initiative challenges stereotypes and boosts confidence by promoting body positivity in relation to underarms. - **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. - **Challenging Beauty Standards:** Dove's initiative addresses the trend of challenging beauty standards by encouraging women to embrace their naturally imperfect underarms. ### Who This Affects Most - **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. - **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. - **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. ## Related on Trend Hunter - [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) - [Mascot-Approved Deodorant Campaigns](https://www.trendhunter.com/trends/dove-mencare-deodorant.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Moisturizing Total Body Deodorants](https://www.trendhunter.com/trends/whole-body-deodorants.md) - [Mood-Boosting Deodorants](https://www.trendhunter.com/trends/mood-boosting-aluminum-free-deodorant.md) - [Underarm-Focused Gift Sets](https://www.trendhunter.com/trends/kaianaturals.md) - [Esteem-Boosting Campaigns](https://www.trendhunter.com/trends/dove-super-bowl.md) - [Nostalgic Beauty Campaigns](https://www.trendhunter.com/trends/unseenbeauty-initiative.md)