More from Dove:
Deodorant, thankfully, is a popular product in the U.S., but with nearly 100% usage, marketers need to devise new features or grab sales from rivals to see sales growth. |
Winning over new customers is particularly difficult, however. Some 50% of deodorant buyers reported using the same brand in the last 12 months, and 29% said they tried a new product but didn't switch to it, according to a survey conducted last fall by market-research firm Mintel International.
Enter Unilever and its new angle on selling deodorant to women: A product that claims to make underarms not only odor-free but prettier.
Dove Ultimate Go Sleeveless, which hits U.S. stores this week, claims its formula of specialized moisturizers will give women better-looking underarms in five days. It was inspired by Unilever PLC research that found 93% of women consider their armpits unattractive.
A print ad for Dove's new deodorant points out that "nearly 100% of women" find their underarms unattractive. In one ad, "Gossip Girl" actress Jessica Szohr posed in a sleeveless shirt with one arm raised. "With Dove, Jessica's ready to bare those beautiful underarms!" the caption reads.
One big article in the Wall Street Journal. WSJ: Do you believe women's armpits need to be beautified?
And yes ,that "go sleeveless" campaigning was launched here and all Latin America and Spain years ago,with tv actresses featured