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Don’t be shy, reach for the sky

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Don’t be shy, reach for the sky

Dove’s Summer Ready campaign wants women to be able to raise their arms with confidence
/ 01:32 AM February 24, 2015
KIANA Valenciano, AngelaNepomuceno, Sabs Hernandez, Saab Magalona, Dani Barretto, UNILEVER’S Apples Aberin, Kristine Erni,Neil Trinidad

KIANA Valenciano, Angela Nepomuceno, Sabs Hernandez, Saab Magalona, Dani Barretto, UNILEVER’S Apples Aberin,
Kristine Erni, Neil Trinidad

Flawless underarms are sexy, but many women are insecure about theirs, says Kristine Erni, brand manager of Dove deodorant. Some are so conscious about their armpits that they are stuck wearing sleeves even in the hottest days.

“Dark underarms are a cause of anxiety for Asian women,” Erni says. “Some skip wearing bikinis, and outdoor activities that require putting their hands up.”

Skin darkening, bumpy “chicken skin” and sweat control are among the concerns of women; according to a study conducted by Dove, 84 percent of Filipino women are unhappy with their underarms.


To give women extra confidence, Dove recently launched its Summer Ready campaign, a call for women to use Dove whitening deodorant as early as now, so that they will have lighter underarms by summer.

Erni explains: “After the holidays, people start getting ready for summer by going to the gym, dieting and buying bikinis, but most miss out on underarm care, and end up being shy for jump shots while on the beach.”


Prep stations


ROANNA Santos of Beyond Yoga

The Dove Summer Ready campaign was recently launched at the Manila Polo Club in Makati where TV star Saab Magalona, singer Kiana Valenciano, makeup artist Sabs Hernandez, and bloggers Dani Barretto and Angela Nepomuceno set up several “summer prep” stations. They gave out organic juices from Detoxify Bar, took guests through a quick yoga session with Roanna Santos of Beyond Yoga, helped embellish tank tops and showed ladies how hair removal procedures darken skin.

These procedures, whether waxing, plucking or shaving, result in skin irritation, says Erni. These processes make delicate underarm skin red, and make them look darker later on. Dove Ultimate White has omega 6, an essential oil that makes dark spots fade, and helps damaged skin recover faster. It is recommended for daily use for at least a week, to see results.

Ultimate White is the best-selling variant for Dove deodorants, along with Dove Pure, a deodorant with no alcohol, fragrance, parabens or colorants. Other products are Dove Whitening Original with vitamins E and F, Dove GoFresh with cucumber and green tea scent, and Dove Unscented. All Dove deodorants have ¼ moisturizing cream that keeps skin smooth. These come in aerosol spray, roll-on and stick formula. For a limited time, Dove deodorants are being sold in a Summer-Ready Box.

Each pack comes with a deodorant, a free nautical-inspired tote, and a promo code that allows one to join a raffle contest where the prize is a trip for three to El Nido, Palawan. Winners will be announced this summer on Dove Philippines’ Facebook page.



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TAGS: Dark Underarms, Dove, Inquirer Lifestyle, Kristine Erni, Manila Polo Club, Summer Ready campaign, wellness
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