Dove has a new anti-perspirant out this month, and as part of the launch, they’re encouraging us ladies to partake in an at-home treatment called the “PitiCure.”
(Piti-what? PitiCure. Like ped, but for your pits.)
We media types witnessed a live demo at the press event last fall (and yes, snickers were heard all around), but don’t laugh—Dove is really going with this. They have a YouTube video about it and everything. What it involves is (a) exfoliating your underarms with a gentle scrub to remove dead skin and impurities, (b) rinsing and drying the area and (c) applying the new Ultimate VisiblySmooth Anti-Perspirant (available in regular and clinical-strength versions, $3.80-$9.99).
I’m not sure such a procedure qualifies for its own name (and I hope that most of us are already keeping our pits clean and well-scrubbed), but it’s obviously all meant to raise awareness for the new product—which does have a new twist. Besides cutting the stink, it’s formulated with a complex that helps minimize the “appearance” of underarm hair over time. In other words, it will feel softer and maybe look more fine, but it won’t actually get RID of the hair or slow down the growth rate.
I’m wondering if I’m the only one disappointed with this claim. Are women REALLY going to let their underarm hair grow to the point where how soft it is makes a difference? Personally, I’m extremely vigilant about taming ANY hair growth in that area, so I don’t think I’d ever get to the point where I’d know if it felt “softer.”
What do you think? Will you be giving yourself a PitiCure? Do you give Dove’s new anti-perspirant a thumbs-up or a thumbs-down?
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{ 4 comments… read them below or add one }
I kind of wonder what’s in the product to make it slow down hair growth. Aren’t there already concerns with the junk that’s in anti-perspirants?
It’s not slowing down the growth – just making the hairs look finer. Kind of like those body lotions Curel came out with (not sure if they’re still around?) that were supposed to make your leg hair look softer.
Either way though, I agree – I’m not sold on the safety of antiperspirants in the first place, let alone adding more chemicals. Wanted to find out what it was but the Q&A on Dove’s website has a broken link.
I am not going to grow out my hair to test it out! Do I really care if it is soft? If there is enough of it there to notice a texture difference there is too much.
Exactly, Rachel! Thank you. You said it better than I did.