The PitiCure™ Experiential Campaign

Case Study


In 2009, Unilever launched their biggest deodorant to date: Dove Ultimate Visibly Smooth, a breakthrough anti-perspirant that minimizes the visual appearance of underarm hair over time. The brief was to devise a brand experience to promote the launch.


CUNNING conceived and developed a brand new beauty treatment to focus on caring for underarm skin:
The PitiCure™. A PitiCure™ is to your underarms as a pedicure is to your feet.

The PitiCure™, as a treatment and concept, serves as an experiential platform to convey Dove Visibly Smooth’s brand messaging to our target market: Dove’s ‘beauty junkie’.

The PitiCure™ is a simple three-step treatment: an invigorating hand massage and elbow exfoliation, a gentle underarm exfoliation and Dove Visibly Smooth deodorant application and a luxurious upper back massage. The concept and name has been trademarked by Unilever globally.

We brought The PitiCure™ to life by creating The PitiCure™ Experience - a touring event that offers women complimentary treatments. We worked with our London based, in-house architects HUT to create a bespoke spa-like pavilion, which provided a fun and useful platform for the PR launch and ongoing product education, demonstration and sampling activity.

CUNNING also created and produced the “Eminent Kit”, a premium mailer introducing over 500 beauty bloggers and editors to Dove Visibly Smooth. The kit included; an introductory letter from Dove deodorant consultant Dr. Debra Luftman, a luxury/custom Dove USB drive that featured product information, an Eminent Share Guide that featured product highlights and how to share the Dove Visibly Smooth story and of course a sample!

To promote the product benefits and introduce Dove Visibly Smooth, we hired acclaimed dermatologist Dr.Luftman and created an interactive ‘digital office’. She presented product information and engaged viewers to explore the environment themselves.

CUNNING designed and developed the supporting online advertising, including rich animated media banners in leaderboard, skyscraper and standard box.

CUNNING also creatively developed, designed and produced the Dove Visibly Smooth branded canvas for’s Full Episode Player.


The PitiCure™ Experience visited Los Angeles, New York City and Philadelphia in 2009 and the program planned to roll out again in 2010. Following the 2009 campaign The PitiCure™ Experience has directly impacted 441,453.

The Experience treated 1,242 women to their first PitiCure™. In fact, the PitiCure™ proved so popular that by lunchtime all appointments were booked for the rest of the day.

A whopping 89% actively participated with the “Eminent Kit” and 97% went on to endorse the product. No eminents were paid for their participation.

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