Dove Creates the 'Piticure' to Soothe Irritated and Neglected Pits
Marissa Liu — October 16, 2009 — Marketing
References: newdeofromdove & teenvogue
To launch their new Dove Ultimate Visibly Smooth anti-perspirant Dove created the PitiCure. The Dove PitiCure is to your underarms as a manicure is to your fingers. It consists of a simple four-step process that cleans and moisturizes your underarms and care for a normally neglected area.
Dove created the PitiCure to help raise awareness to the moisturizing needs of every body part. The PitiCure consists of a hand massage, elbow exfoliation, underarm cleaning and exfoliation, application of moisturizer, and finally a full arm massage. Unfortunately, PitiCures only accompany the promotion of Dove products. Dove created the PitiCure in an easy to follow at-home format as well, but we think this would be a novel and welcome addition to underarm hair removal treatments at spas.
Dove created the PitiCure to help raise awareness to the moisturizing needs of every body part. The PitiCure consists of a hand massage, elbow exfoliation, underarm cleaning and exfoliation, application of moisturizer, and finally a full arm massage. Unfortunately, PitiCures only accompany the promotion of Dove products. Dove created the PitiCure in an easy to follow at-home format as well, but we think this would be a novel and welcome addition to underarm hair removal treatments at spas.
Trend Themes
1. Armpit Pampering - Dove's PitiCure raises awareness for underarm care, creating an opportunity for spa treatments and specialized products.
Industry Implications
1. Personal Care - The PitiCure highlights the need for specialized underarm care products, creating opportunities for innovation in the personal care industry.
2. Spa & Wellness - The PitiCure can inspire the development of underarm pampering treatments in spas, providing a unique experience for customers.
3. Beauty & Cosmetics - The PitiCure introduces the concept of manicures for underarms, presenting opportunities for beauty brands to develop products tailored to this specific area.
5.9
Score
Popularity
Activity
Freshness
