Dove encourages women to 'go sleeveless' with new deodorant

ENGLEWOOD CLIFFS, N.J. — A recent study found that nearly 100% of women think their underarms are unattractive, while more than half said that the condition on their underarms impacts their wardrobe choices. In response to this, Unilever is looking to help women "go sleeveless" with confidence with the launch of its new Dove Ultimate Go Sleeveless deodorant.

The new collection features a tri-moisturizing system that includes an occlusive layer, humectant and moisturizers, which together promise to prevent moisture loss. The moisturizers are infused with vitamins E and F from natural sunflower oil, known to care for and condition delicate underarm skin, the company stated. In addition to the tri-moisturizing system, the formula also contains Dove translucent moisturizers, which help to prevent the formation of white marks on clothing.

The new Dove Ultimate Go Sleeveless is designed to provide softer, smoother underarms in five days. It also provides 24-hour odor and wetness protection. The suggested retail price is $3.89 to $4.88.

The "Go Sleeveless: Uncovering Underarms" study was conducted online by Unilever, Omnibus and TNS Research International among 534 women ages 18 to 64 years.

To support the launch, the Dove brand has tapped "Gossip Girl" actress Jessica Szohr to host the online Dove Go Sleeveless fashion challenge, which kicks off April 4. Using a Facebook application, women can design their own sleeveless top for a chance to get their design made to wear or to win a grand prize of a $5,000 New York City shopping trip with Szohr.

Entries for the Dove Go Sleeveless fashion challenge will be accepted April 4 through May 27. For more information, visit DoveGoSleeveless.com.

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