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.
Armpit Pampering
Dove Creates the 'Piticure' to Soothe Irritated and Neglected Pits
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.