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Got Underarm Shame? Get Over It!
Women have long felt insecure about their bodies – mediated ideals of beauty promote tiny waists, long legs, flawless skin…and sexy underarms?! Well, apparently, some women do feel uncomfortable about the unsightliness of their underarm areas, because there’s a new deodorant on the market that’s designed to beautify this long-neglected body part. I think about my underarms only fleetingly – when using Mitchum coupons or applying the stuff after a shower – so to me, this whole concept is pretty silly.
But the marketing department at Dove seems to think ugly underarms are a problem women worry about enough to warrant a solution, as evident from the company’s recent advertising campaign for “Dove Go Sleeeveless” deodorant. In the ads, women gleefully snip the sleeves off of their shirts, as if they’ve been liberated from underarm shame by a product that makes their underarms gorgeous.
Steven Colbert called the ads a “breakthrough in shame-o-vation” on a recent episode of his show, and I totally agree -- there are enough things to be-self conscious about without wasting energy and money on a “problem area” that isn’t a problem at all. I’ve never looked at a Victoria’s Secret model and envied her shapely armpits, nor have I idealized the underarms of my favorite beauty icons. It’s time to recognize this marketing strategy for what it is – creation of a non-existent problem that can be treated with a non-essential product. We all buy deodorant anyway, so I know it’s hard for companies to get ahead in the market – but if you want me to buy your brand, all you need to do is put out a few good coupons. I found good Mitchum coupons in the paper this week, so I’ll be wearing Mitchum this summer– I’m willing to sacrifice the “beauty” of my armpits in favor of the fatness of my wallet.
But the marketing department at Dove seems to think ugly underarms are a problem women worry about enough to warrant a solution, as evident from the company’s recent advertising campaign for “Dove Go Sleeeveless” deodorant. In the ads, women gleefully snip the sleeves off of their shirts, as if they’ve been liberated from underarm shame by a product that makes their underarms gorgeous.
Steven Colbert called the ads a “breakthrough in shame-o-vation” on a recent episode of his show, and I totally agree -- there are enough things to be-self conscious about without wasting energy and money on a “problem area” that isn’t a problem at all. I’ve never looked at a Victoria’s Secret model and envied her shapely armpits, nor have I idealized the underarms of my favorite beauty icons. It’s time to recognize this marketing strategy for what it is – creation of a non-existent problem that can be treated with a non-essential product. We all buy deodorant anyway, so I know it’s hard for companies to get ahead in the market – but if you want me to buy your brand, all you need to do is put out a few good coupons. I found good Mitchum coupons in the paper this week, so I’ll be wearing Mitchum this summer– I’m willing to sacrifice the “beauty” of my armpits in favor of the fatness of my wallet.