DOVE LAUNCHES #FREETHEPITS CAMPAIGN TO ENCOURAGE UNDERARM CONFIDENCE DURING NEW YORK’S BIGGEST WEEK IN FASHION USA – English USA – Chinese

Inspired by findings from the Dove Underarm Confidence Survey, the campaign includes a New York City subway takeover featuring women’s real underarms, creator collaborations, and a Pit Stop pop-up in Chelsea Plaza on September 7

ENGLEWOOD CLIFFS, N.J., Sept. 6, 2023 /PRNewswire/ — According to NEW Dove research, 8 in 10 women believe their armpits don’t look, feel or sweat like the ideal.* But underarm insecurities are so last season. The latest trend? Confidence. Dove is launching #FreeThePits, a series of initiatives to encourage women everywhere to reject underarm stereotypes and embrace their pits whether they’re light or dark, bumpy or smooth, stubbly or in full bloom.