Dove launched a #FreeThePits campaign in Big Apple subways “to encourage women everywhere to reject underarm stereotypes” in time for New York Fashion Week.
believed underarms should be “hairless, smooth, odorless and even-toned.”
Philadelphian Emily Kehl, who chooses not to shave her armpits or legs, said she definitely gets judged but is still not interested in investing in the process. Photographer, Lilyan Aloma was amused by Dove’s #FreeThePits campaign and even snapped her own photos of it.Kehl, 28, who was in the city for work, said she does feel compelled to hide her hairiness.Restauranteur Michael Douglas Soza, 43, was initially taken aback by the campaign, but being underground with hairy pits in his face forced him to ponder the meaning behind it.“It doesn’t really come to mind when you think of subway promotions,” he said.
Images of unshaven armpits are plastered on the E, F, G, R, 4, 7, and L lines and in the Herald and Times Square stations.“He had a girlfriend that didn’t shave and he was like, ‘It was cool for a little while,'” she said. “What the hell does that mean?”Dove hopes “to encourage women everywhere to reject underarm stereotypes” with its marketing.
“Pretty clear that the people behind the Dove Pits of New York campaign have never been to the city before,”
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