Dove’s #FreeThePits : Embracing Confidence, One Underarm at a Time


Being transparent here: I’ve faced my own battles of underarm self-consciousness, especially when choosing to don those sleeveless tops during summer. It’s a vulnerability many of us share. This very reason drove me to switch to Dove antiperspirant years ago. Unlike other brands that left white marks or gave my underarms a cloudy appearance, Dove kept everything clear and pristine. It might sound trivial, but for me, having an antiperspirant that kept me looking and feeling fresh was a game-changer. It’s a personal priority.

Maybe that’s not a significant concern for you, and that’s completely fine! And that’s the essence of Dove’s new campaign – embracing our unique preferences, priorities, and insecurities. The #FreeThePits initiative resonates with me on so many levels, and as a loyal Dove user (it’s all my daughter and I use from body wash to antiperspirant), I couldn’t be prouder of what they’re championing

Now through September 17, if you’re visiting NYC, you might come across the bold ‘Pits of New York’ subway ads. Dove is using these to showcase real women with real underarms, addressing and breaking stigmas.

To give some perspective:

  • 80% of women feel the societal pressure of the ‘ideal’ underarm – one that’s smooth, hairless, and even-toned.
  • 56% even admit to self-judging because of their underarms.

But, ladies, isn’t it high time we embrace every part of ourselves, quirks and all?

For those in or around NYC on September 7th, do consider swinging by Chelsea Plaza. From 9 am to 5 pm EST, Dove’s ‘Pit Stop’ pop-up will be celebrating the unique beauty of underarms. You can snag a Pit Kit filled with Dove Deodorant and other essentials for a boost of confidence.

In the words of Bianca Cancellara, Global Vice President of Dove Deodorants, “We want to empower women to confidently embrace their individuality through #FreeThePits.”

So, let’s rally behind this movement. Share your underarm stories, insecurities, and triumphs with @Dove using the hashtag #FreeThePits. Because beauty, dear Akron moms, is in every detail, and in every choice that makes you, uniquely you.

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Founder and Lead Blogger at Akron Ohio Moms
Cindy is the top Akron Blogger with her own take on awesome brands for families, where to vacation for families, a beat on local activities and family fun, a knack for getting moms to share , and a house that is always 2 weeks away from a complete remodel!
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