PR Team: Unilever (Greenwich, CT) and M Booth & Associates (New York)
Campaign: Most Beautiful Underarms contest
Time Frame: April-July 2002
Budget: $250,000
While it's not uncommon for women to spend a significant amount of time and money caring for the skin on their face and body, the skin on their underarms is usually neglected. However, underarms, which are 99% skin and only 1% sweat glands, require the same attention as other areas of the body.
In 2000, Unilever brand Dove introduced a line ...