Perceptions of Unattractive Underarms Have Women Shunning Sleeveless Attire

April 4, 2011

ENGLEWOOD CLIFFS, N.J., April 4, 2011 /PRNewswire/ — While warmer temperatures may tempt women across the country to slip into their favorite sleeveless looks, many let underarm anxiety dictate their wardrobe choices. According to the recent Uncovering Underarms Study(1), almost all women feel their underarms are unattractive, and a majority report that this perception affects their daily wardrobe choices. Dove and “Gossip Girl” actress and fashionista Jessica Szohr are teaming up to give women the confidence to go sleeveless this season with Dove® Ultimate go sleeveless Deodorant, which promises softer, smoother underarms in just five days. Inspiring women to bare their beautiful underarms, Dove and Jessica are hosting the online Dove go sleeveless Fashion Challenge. Using an easy Facebook application, women can design their own sleeveless top for a chance to get their design made to wear, or win the grand prize of a $5,000 New York City shopping trip with Szohr.

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“One of the perks of my job is that I have a new appreciation for fashion and completely understand the importance of accessorizing,” said Szohr. “Having a great pair of shoes or fun belt can be just as important as having smooth, soft, beautiful underarms when it comes to my outfit! Dove Ultimate go sleeveless Deodorant is a ‘must-have’ because it helps me care for delicate skin every day and gives me the confidence to wear whatever I like – on set or off.”

The issues identified in the 2010 study led Dove to team up with Jessica Szohr to inspire women to have fun with fashion this season and wear the sleeveless looks they love with confidence. Dove learned that women who care about the appearance of their underarms have more confidence in their overall appearance.

Insights from the 2010 Uncovering Underarm Study include:

  • 93% of women think their underarms are unattractive
  • Over half (53%) of the women in the study said they decide what to wear based on underarm appearance
  • 62% of women experience skin problems with their underarms (such as underarm discoloration, spots or pimples, soreness and itchiness)
  • 1 in 3 of the women studied feel more confident when their underarms are in good condition
  • Half of women have been so embarrassed about the condition of their underarms that they have ultimately decided to change clothes

The Dove go sleeveless Fashion Challenge gives women the chance to design a sleeveless look of their own, and thanks to Dove go sleeveless Deodorant, feel confident baring their beautiful underarms. Women can tap into their inner fashionista using this easy Facebook application by simply clicking and dragging different styles, shapes, patterns and colors to create their own sleeveless top. They can then share their design with friends and vote on their favorite look in the gallery. The five sleeveless designs that get the most votes will be made to wear for the designer’s family and friends. One grand prize winner, selected by Jessica Szohr and a team of sleeveless experts, will be awarded a $5,000 shopping trip with Jessica in New York City. Entries for the Dove® go sleeveless Fashion Challenge will be accepted from 12:01 a.m. EST on April 4th, 2011 until 12:00 p.m. EST on May 27, 2011. Design submissions will be reviewed by a panel of judges. Visit www.Dovegosleeveless.com for more information and to view the contest rules. No purchase necessary. Void where prohibited.

“Dove is always drawing inspiration from real women and looking for ways to help women feel good about who they are inside and out – and that includes feeling good about what clothes they wear,” said Mike Dwyer, Marketing Director, Dove U.S. Unilever. “We are so confident in our product that we named it ‘go sleeveless’.”

Dove® Ultimate go sleeveless Deodorant

Dove® Ultimate go sleeveless Anti-perspirant Deodorant provides women with softer, smoother underarms in just 5 days, giving them the confidence to go sleeveless. As the most caring line of invisible solids by Dove®, the go sleeveless line provides outstanding skin care with essential moisturizers in the Dove® Ultimate tri-moisturizing system that conditions delicate underarms , while also offering 24-hour odor and wetness protection. The unique-to-Dove® formula includes humectants, an occlusive layer and nourishing moisturizers, which work together to improve the look and feel of underarm skin. The collection is available in two elegantly fragranced variants – Nourished Beauty and Pearl Finish.

About Dove

Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product (1), which includes beauty bars, body washes, anti-perspirant/deodorants, body mists, hair care and styling aids. Dove Men+Care(TM) is the newest range of products from Dove, developed specially for men. Dove is available nationwide in food, drug and mass outlet stores.

About Unilever North America

Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Blue Band, Breyers, Caress, Country Crock, Degree, Dove personal care products, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Omo, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Skippy, Slim-Fast, Suave, TIGI, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating nearly $10 billion in sales in 2010. For more information, visit www.unileverusa.com, www.unilever.ca, or www.unilevercaribbean.com.

    (1) Through a Unilever, Omnibus and TNS
     Research International the go
     sleeveless: Uncovering Underarms. An
     online, anonymous survey was taken by
     534 women, ages 18-64 to gather insights
     on understanding the level of anxiety
     women feel about the appearance of their

Annette Evans/Edelman

Stacie Bright/Unilever


Source: newswire

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