Ladies, be honest: What are you looking for in your deodorant? Clearly, you’re hoping it will curb odors, but beyond that, wouldn’t it be great if it also gave you beautiful armpits? Enter Unilever, whose Dove "Ultimate Go Sleeveless" deodorant hits stores this week and promises to get you “ready to bare those beautiful underarms!” in just five days. Perhaps you didn’t realize your armpits were a problem, but apparently they are: According to research by Unilever, 93% of women find their underarms unattractive, the Wall Street Journal reports.
And, tragically, the problem is not one you’ll find addressed in women’s magazines, which are chock-full of advice on how to improve almost every other body part. So Dove created a special formula of moisturizers to tackle underarm problems including breakouts and discoloration. “Historically the best marketers have been very astute about pointing out needs that consumers may not have been fully aware they had, be it dandruff, bad breath, or body odor,” says a consumer research exec. But, he adds, “any marketer has to be careful of appearing to create a problem that doesn't really exist. You can suffer a backlash if you do that.” Click for another moan-inducing Dove story.