VIV Says: Blog

Just in time for summer: Dove's new line reduces the appearance of underarm hair.

We have had tweezers, hot wax and lasers applied to every inch of our body — and in this age of the Brazilian, we mean every inch. Still, we found ourselves feeling oddly bashful when we were invited into one of the poolside bungalows at the Hollywood Roosevelt Hotel to experience a “PitiCure.” The event feted the launch of Dove Visibly Smooth, a new antiperspirant that promises to keep you “stubble free for longer,” so we knew the treatment had something to do with our armpits. We needn’t have worried: The PitiCure turned out to be just a swipe at our underarms with an exfoliating wipe, a brief neck and upper-back massage and the application of the new Dove deodorant. 

Okay, so the PitiCure won’t make it into the pantheon of great pampering experiences. But Dove Visibly Smooth might just make it into our regular grooming regimen. We’d love to ease up on the daily pre-yoga shaving — who wouldn’t? In the careful language of the cosmetic industry, the product doesn’t promise to make pit fur disappear but “to reduce the appearance of hair above the surface of the skin, thus minimizing the look and feel of underarm hair.” It achieves this with something called “Pro-Epil Complex,” a proprietary formula, over the course of several weeks.

We’ll take it. After all, Dove Visibly Smooth has everything else we look for in a sweat-stopper: It doesn’t leave behind telltale white marks, the subtle scents (wild rose or nature fresh) don’t clash with our perfume, and there’s a clinical-strength formula for those who perspire in proverbial buckets.

If you happen to be in Philly July 8–12, you can make a pit stop at the Lord & Taylor Court in the King of Prussia mall, where the PitiCure Spa Pavilion will be “prettifying women’s pits.” For the rest of us, there’s a $2 off coupon.

Do you have any beauty tips for pits? We’d love to hear them!