You have the right to bare underarms

Dove rolled out its Ultimate Go Sleeveless deodorant, which promises to rid women consumers of unattractive underarms. The campaign for the deodorant is not passing the smell test with some.

The new promotion is a shift from Dove’s empowering “Real Beauty” campaign that urged women to “love the skin you’re in.” Women consumers love campaigns that back inspiration with results. Sales flat lined, even as the iconic brand received praise for using real women in its ads.