ENGLEWOOD CLIFFS, N.J. — Unilever’s Dove is promoting its new Dove Advanced Care Deodorant by offering women a three-step PitiCure treatment at events in New York, Los Angeles and Miami on Feb. 13.
The new Dove Advanced Care Deodorant is formulated with NutriumMoisture, offering the brand's best care, while also providing 48-hour odor and wetness protection. NutriumMoisture is a proprietary Dove formula comprised of ingredients to moisturize the skin. Using this new line of deodorants provides women with softer, smoother armpit skin in three days, according to the company.
Armpits are one of the most neglected body parts. Many women do not even think of their armpits as skin and, therefore, deprive them of the care and attention they give the rest of their bodies. Without even realizing it, women are damaging their underarms when shaving. In fact, only 64% of what is removed when shaving is hair, 36% is actually skin. As a result of shaving, skin loses 50% more moisture, which can lead to dryness and sensitivity, the company stated.
The Dove PitiCure — which easily can be performed at home — is a treatment that cleanses and helps care for armpit skin over time with the application of Dove Advanced Care Anti-Perspirant/Deodorant with NutriumMoisture.
- Exfoliate – Use a gentle exfoliating cloth to cleanse underarms and draw out impurities;
- Rinse – Rinse the area with warm water and pat dry with a soft towel; and
- Care – Apply Dove Advanced Care Anti-Perspirant/Deodorant with NutriumMoisture.
During the PitiCure treatment events, women will also have the opportunity to showcase their confidence with a celebratory "arms up" pose in Valentine's Day attire at a Dove®photo booth.
The new Dove Advanced Care comes in 11 scents and two different formulations to address individual skin care needs. The full line of products is available for purchase in food, drug and mass at a suggested retail price of $4.99.