Soft Pits? What the Hell?

by Natalie P.

September 14, 2007 | Filed Under Lifestyles of the Heartlessly Bitchy, Social idiocy, The Heartless Bitch Way | 14 Comments

Have you seen the Dove commercial about their underarm deodorant/antiperspirant?  The one where they promise that it will give you softer pits in just 5 days? They have this group of women who “take the test” and then decide if they want to wear a sleeveless top or a t-shirt on the last day. 

http://www.youtube.com/watch?v=-jgeVZlu-j8

I just have to say, WHAT. THE. HELL?

I mean, is this yet another way that a cosmetics company tries to not-so-subtly get women to unrealistically worry about yet another aspect of themselves? They claim to not care if you are old or young, fat or skinny, but you are supposed to worry about if your pits are soft enough? What’s next? …I just realized, I can’t think of a single thing they could go after that hasn’t already been done. I guess that’s why they went for soft arm pits. Nobody’s tried to make us feel insecure about that before.  Heaven forefend they should advertise a deodorant/anti-perspirant based on it’s anti-wetness and anti-smell properties. That’s been done. You need to make women think they are deficient in some new and ridiculous way so that your product stands out from the crowd. Apparently.

Soft arm pits? Who really sits there stroking pits enough to give a damn?

I certainly never have and never will.  And in all my years and all my lovers, I’ve never had a partner care about whether my pits were soft either. It’s not a part of my body they’ve spent a lot of time on, and quite honestly, there are OTHER areas I’d rather have a lover focus on. 

I guess I just didn’t date enough fetishists. Thankfully.

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14 comments so far
  1. Brian September 14, 2007 7:26 am

    Kind of reminiscent about the marketing-created health condition called “halitosis” – the term was coined to sell Listerine…

  2. Sarah September 14, 2007 8:38 am

    I want a deodorant that will make all my armpit hair shrivel up and fall out and never grow back. Work on THAT, R&D people!

  3. Mike September 14, 2007 1:19 pm

    Meh, it’s still less objectionable than rectal bleaching.

  4. Ceci September 15, 2007 6:48 am

    heh, over here in italy they’ve gone for the “armpits can be sexy too” stunts, where guys say that their girl’s armpits are sexyer than the rest of her body XD

  5. Kimberly September 15, 2007 8:10 am

    That right there is one reason I choose to NOT view television on a regular basis. Sheesh! With our population now doped up on the prescriptions that television seems to push, “soft armpits” just might make sense to a lot of people…so over the television. I wanted to compare “soft armpits” to “rectal bleaching” but Mike beat me to it.

  6. "gunner" September 15, 2007 10:48 am

    “what the hell?” indeed, even from a male point of view this is ridiculous. all i ask of a woman is that she be physically clean, beyond that there’s nothing wrong with a woman’s natural scent, in fact it can be part of her attraction. as you say this is just another marketing ploy to sell one more useless bottle of gunk while making women feel insecure about themselves.
    “gunner”

  7. ~Sue September 15, 2007 2:37 pm

    Actually, I’m trying for one that will make my pits are coarse as an emory board ~ no more digging through my purse for a nail file ~ might be a smidge awkward when working on the toes, but what a Kodak moment that would be!

  8. Marie September 15, 2007 3:06 pm

    Oh my, I saw that one on TV too and it really made me scratch my head. How ridiculous can you get? So much for Dove “promoting all beauties”. I guess you don’t have to worry about anything as long as your pits are soft…

  9. Blue September 15, 2007 6:11 pm

    Yay strokeable armpits!

    I can just about imagine the board meetings over this one. “OK, sexy midriffs have been huge, but we need something new. Any ideas?”

    Oh, and rectal bleaching? I’d ask, but I honestly think I wouldn’t want to know.

  10. Jesee September 15, 2007 11:46 pm

    Soft armpits? My armpits have never been anything else. Something to do with being a naturally moist environment. And it sucks big time when you have to spend a week or two on crutches. Maybe this is something they’re aiming at the long term lame. Or it’s just lame – Dove Brand – lame…

  11. Jess September 19, 2007 11:24 pm

    The only thing that makes sense about that particular deodorant is using it after you shaved your pits and they get a little sensitive from the razor. The lotion in the deodorant does help a bit, but soft armpits? Who is actually going to touch your armpits?

  12. Mike September 20, 2007 12:55 am

    “The lotion in the deodorant does help a bit, but soft armpits? Who is actually going to touch your armpits?” Um, maybe one of those armpit fetishists who gets off on or rather *in* them. No doubt five minutes of googling would cough up any number of unforgettable photographs.

  13. Melissa September 20, 2007 10:08 am

    My boyfriend “touches” my armpits, but he knows I like the attention of being tickled. He doesn’t care if I haven’t shaved, or whatever. Oh, and that “sticks to skin, not clothes”? That’s crap too.

  14. brittany October 16, 2007 1:14 am

    the funny thing about this is that i HAD seen this commercial- basically the same one anyway, on TV- and: when i watched the clip here, with the article, it brought me back to the moment when i had watched it and felt funny, but never… recognized why, or even that the commercial had been distrubed by it. I was too busy getting back to my basking- in the glow of Dove’s do-gooding, of course. I even looked them up and started falling all over the campaignforrealbeauty which ain’t a bad idea, but this??? WTF??!! are they pulling MORe fast ones? a different- slower, slicker- fast one? makes me wonder. Beware “nice” corporations, too…, i suppose.

    oh and when i first saw mention of “rectal bleaching” i thought it said “rectal bleeding”. and was thus confused. a confusion- at least- that is much less disturbing. = )


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