Creative Dove

Dove celebrates armpits in all their forms to smash idealised stereotype


By Imogen Watson, Senior reporter

October 31, 2019 | 2 min read

Dove is celebrating all types of underarms to spread the message that there is no idealized norm.



For years, women's underarm have been criticized if they are not smooth and hairless.

In order to smash the perfect armpit stereotype out the window, Ogilvy and Dove have developed a campaign that celebrates underarms in all their wonderful forms, whether that be hairy, dyed, lasered, tattooed, smooth or glittered. Or even if they have scars, dark marks, moles or vitiligo.

In the campaign, 13 women, from all different backgrounds share their views on underarms. One lady shares that she wishes the 'ideal underarm' didn't exist. Another proud woman says that her underarms do not define her womanhood. Each narrative seeks to help women feel confident and uninhibited and to inspire women to show them off, whatever lives underneath.

Discussing the campaign launch, Kath Swallow, global brand vice-president, Dove Deodorants at Unilever said: “It’s so inspiring to see such a confident group of women share their underarm stories in such a powerful way. It’s a seemingly small element of our bodies, but as our study shows, the pressure for them to look a certain way can affect self-esteem and confidence.

"We hope as the campaign rolls out, others will be inspired to feel confident and embrace their underarms however they are or however they choose to have them.”

Adding to this, Dede Laurentino, chief creative officer at Ogilvy UK: “Sharing powerful stories and showcasing a real purpose has always been at the heart of Dove. Women’s underarms have been close to a taboo for too long. I’m happy to see Dove addressing the topic in such a liberating way”.

Dove: Dove Deodrant by Ogilvy

By Dove

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