Briefing

Did you know that when you shave your underarms, 1/3 of what you remove is skin? Yet, unlike skincare routines for the face or legs, underarm care is too often overlooked by women. With Dove Advanced Care 72h Deodorant, we aim to change this by positioning it as the essential aftercare deodorant. By making it the second step in a simple two-step shaving routine, Dove Deo will become directly linked to post-shaving care. Through an extensive influencer strategy in the Netherlands and Belgium, we spread our key message: Shave it? Dove it.

Strategy

Women want to see themselves reflected in the content they consume. In a world saturated with filters and perfection, they long for realness. To find that, many turn to online communities where they feel seen, supported, and represented. At the same time, they are eager to discover beauty tips and personal advice from other women, shared in a way that feels more like a conversation with a big sister: personal, trustworthy, and easy to relate to. We expanded on this Big Sister Advice trend by recognizing that every woman deserves her own big sister online, someone who can openly share real stories about underarm shaving struggles and care.

Approach

With a group of 15 women we created authentic stories that highlighted the everyday struggles of shaving underarms, brought to life through the concept #ArmpitStories on Instagram and TikTok. In this campaign representation is key, so we selected a diverse group of women of different ages and gave them the freedom to share their personal experiences with shaving irritations.

Seven influencers produced native videos for their own channels, offering longer content that focused on giving Big Sister Advice to their followers. The remaining eight women created 15-second videos for Dove’s dark channels which were distributed on Meta and TikTok. The paid squad developed a shorter version in which the problem (irritation after shaving) and the solution (Dove Advanced Care 72h Deodorant) were presented quickly and clearly.