Hello Underarms

Who knew underarms could be such a big deal? But for some women and girls, they feel pressured by the media and societal norms to keep them look a certain way. 

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We were tasked to tackle this taboo head on, by launching Dove Deodorant first ever purpose work. From capturing underarms on rollercoasters to bedazzling them at festivals, we came up with the platform Hello Underarms #ArmsUp. 

 

To launch the platform we wanted the world to say hello to all types of underarms. Featuring over 30 real women, from shaved, tattooed and even glittered, we wanted to highlight that women can have their underarms any way they want! Launching in the UK, Argentina and Brazil.