Following research around underarm confidence among women, leading personal care brand Dove launched an #ArmsUp campaign just in time for summer. To help them reach and empower more women they sought the help of two female social media influencers.


The research carried out by Dove, among many findings, found that 86% of UK women felt bad about the way their underarms look with Gen Z women feeling the most ‘embarrassed and ‘unsexy’. 

Taking this research on board we expertly matched Dove with two high-profile influencers - Strictly Come Dancing Dianne Buswell and singer Tallia Storm, both of whom work in the entertainment industry and understand the pressures associated with physical appearance. 

We handled all logistical elements of the campaign and arranged for the pair to travel to London where they filmed an #ArmsUp campaign video and uploaded Instagram stories and posts. 

To add more emphasis on the underarms, Dove also teamed up with celebrity make-up artist Cassie Lomas who designed and applied star applique to the influencers’ underarms which were prominently displayed in all posts and stories.

The Results
dove results