Dove Underarms Experience: the first immersive exhibition dedicated to armpits in Milan

From Friday 16th to Saturday 17th May , at Tenoha in Milan , the Unilever brand Dove presents Underarms Experience , the first immersive exhibition event entirely dedicated to the celebration of the armpits. A journey that comes from the deep awareness that every armpit has its own story to tell, just like every woman, in her uniqueness.

On the cover Dove Underarms Experience - Credits PH: Federica Loria

The exhibition is inspired by the new technology behind Dove Advanced Care deodorants: an innovative formula with Pro-Ceramide Technology that helps restore the skin's ceramide levels to take care of all underarms even after shaving. Whether they are irregular, smooth or particularly sensitive, underarms are all different and equally beautiful. They speak of us and who we are, of our habits and our choices. Taking care of them means celebrating the body in all its forms and in freedom.

An immersive experience between art and science

The exhibition event - curated by Studio Prodesign and in collaboration with the Italian Institute of Photography - offers an experiential journey that focuses for the first time on the stories that the armpits have to tell, revealing how this part of the body, apparently the same in everyone, actually hides uniqueness, experiences and different needs. The objective is twofold: to raise awareness of the various problems that can affect this area of ​​the body and to present the innovative solutions of Dove Advanced Care in a completely unexpected artistic key.

An experiential tunnel that simulates an immersion into the new formula with Pro-Ceramide Technology welcomes the public. Once inside, visitors will have the opportunity to delve deeper into this innovative technology in a completely surprising way, with light shows and light installations. The journey includes an educational area, where it will be possible to learn about the different needs of underarm skin, observe it closely and explore it through its stratifications and complexities.

The armpits reach their maximum expression in the exhibition room, which displays 15 authentic shots of real women and their armpits, taken by three talented photographers from the Italian Institute of Photography. Each interprets them with a different visual language, giving life to an all-female narrative made of different and enriching styles and perspectives. The images are reproduced in extra-large format, creating a surprising visual impact that transforms the armpits into the true protagonists of the space, restoring value to their uniqueness.

Dove Advanced Care: the innovative formula for every type of armpit

Dove Advanced Care deodorants - available in 28 references and three different formats - spray, roll-on and stick - take care of every type of armpit, even after potentially irritating actions such as shaving. When you shave, in fact, 1/3 of what is removed is skin: thanks to the innovative formula with Pro-Ceramide Technology, Dove Advanced Care helps restore the level of ceramides in the skin, protecting it after every shave. All Dove Advanced Care deodorant variants provide up to 72 hours of protection from sweat and odor, while hydrating and restoring skin after every application.

Useful information

Underarms Experience will be open to the public free of charge from Friday 16 May to Saturday 17 May, at the Concept Store “Tenoha”, in via Vigevano 18 in Milan, according to the following hours: from 10.00 to 21.00, last entry at 20.30. You can register your participation quickly and easily on Eventbrite .