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Tuesday, June 12, 2007

Dove's Sleeveless Ready Campaign

Dove's "Are You Sleeveless Ready?" campaign has received a lot of criticism lately, especially from feminists. Yes, we have come a long way in regards to equality, and yes, some women might take offense to an advertising campaign that is trying to build self-esteem by targeting women's armpits. To me, this campaign is a good idea in theory; however, it exudes a little bit of puffery by claiming that a woman's armpit is going to be prettier if she applies Dove's Ultimate Clear deodorant to her pits.

There are some good highlights about the deodorant in the campaign like, be "naturally comfortable in the look and feel of your underarms," which is just a fancy way of saying your armpits won't smell if you use Dove's deodorant. I'm not so sure about its claim to "possess the confidence to wear underarm-baring fashion." The "new" self-esteem building deodorant is probably just the exact same deodorant Dove always offers, but now it's just in a new package with a different advertising angle.

Talking about armpits is a little bit awkward, having an advertising campaign that claims that one's armpits are going to be prettier with the use of a particular deodorant is a little awkward as well.

Personally, I've had someone tell me I have nice armpits, and I honestly didn't know how to respond. Should I have said, "Thanks, your armpits aren't bad either" or should I have poked fun at the person for noticing my nether-body part? It's like saying, "Hey, I like your elbows." Just weird.

Trying to make a self-esteem building campaign out of armpits, which is a semi-awkward issue in itself, is a bold move on Dove's part. The campaign will likely reach its target audience, which are women in need of a good, strong deodorant for their pits. However, the campaign still exudes a little puffery, by saying that a woman's armpits will be prettier with the use of the Ultimate Clear deodorant.

Labels: Dove deodorant , Sleeveless Ready Campaign, feminist, criticism


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