Dove Turned Underarm Care Into an Immersive Beauty Experience

It’s the underarms—not the face—that women are most concerned about when it comes to their skin. “Surprising, right?” skin expert Dr. Bea Chan said during a panel discussion at a recent Dove event. “You’d think it’s the face, but it’s really the underarms.”

And yet, underarm care rarely gets the same attention as facial skincare. We scrutinize beauty products’ ingredients, tailor routines to specific skin concerns, and give our faces plenty of attention—but why don’t we approach our underarms with the same intention?

That question was at the heart of Dove Deo Serums World, a two-day immersive beauty experience at SM Mall of Asia Atrium. Organized by Dove and Preview, the event marked the expansion of the personal care brand’s Dove Radiant + Care Deo Serum range while putting a much-needed spotlight on underarm skincare.

The first day was packed with a skincare science demo, a panel discussion on underarm confidence, and a fun- and freebie-filled “beauty playground.”

A demo led by a member of Dove’s research and development team gave attendees a peek at how skin-caring ingredients work. The illuminating activity felt like you were back in science class.

Using stained cloths, water beads, and other ordinary items, Bev Yao made visual representations of how the active ingredients found in the Dove Radiant + Care Deo Serums—niacinamide, vegan collagen, vitamins C and E, pro-ceramides, and hyaluronic acid—help address specific skin concerns.

“These [ingredients help] brighten underarms and [address common skin concerns] with consistent use,” she pointed out. “There’s a variant for you, no matter your [concern].”

Next, guests turned their attention to a panel discussion on underarm confidence. Speakers included Dr. Chan, Bev Yao, brand ambassador Hannah Pangilinan, and Preview managing editor Reg Rodriguez, with host Sab San Diego.

Hannah put into words why so many women worry about the appearance of their underarms. She talked about how she can be herself and present herself fully when she feels her best—but getting conscious of her underarms can negatively affect that.

“I’m very expressive in the way I dress, in the way I talk, in the way I act,” she explains. “But if I’m conscious about my underarms, I’m [going to feel shy when] raising my arms … [and when] wearing an outfit that I want to wear.”

Reg raised a good point, too: “There’s no one standard for beauty. And having options to help us express ourselves more fully and be more present is always meaningful.”

The discussion also focused on an interesting shift in skincare: “Skinification.” According to Dr. Chan, it’s “an approach where people take facial skincare and apply it to other parts of the body. [And] underarms are one of those areas that can benefit from that kind of targeted care, especially because they get discolored, dry, or textured.”

Brands are responding to this shift, developing “skinified” deos that do more than protect against odor and sweat. By infusing them with ingredients that were once reserved for the face, these deos can now help improve the condition and appearance of underarm skin.

Dr. Chan even shared a tip for choosing a “skinified” deo: treat it like facial skincare. “Look for a trusted brand and active ingredients [relevant to your skin concern, and ingredients like] niacinamide, which helps enhance your overall skin health.”

Described as “skincare for underarms,” Dove’s expanded Dove Radiant + Care Deo Serum lineup is a great example of a “skinified” deo. With various combinations of active ingredients that target specific skin concerns, these products offer people options for thoughtful underarm care.

There are five variants in total:

• Dove Radiant + Care Deo Serum with Niacinamide and Vitamins C and E: The orange variant, it targets dark marks and helps keep underarms looking bright with regular use.

• Dove Radiant + Care Deo Serum with Niacinamide and Vegan Collagen: The pink variant, it addresses uneven skin tone and helps keep underarms looking even with regular use.

• Dove Radiant + Care Deo Serum with Niacinamide and Omega 6: The purple variant, it focuses on chicken skin and texture and helps keep underarms feeling smooth with regular use.

• Dove Radiant + Care Deo Serum with Niacinamide and Hyaluronic Acid: The blue variant, it targets dry, flaky, lined skin and helps keep underarms nourished with regular use.

• Dove Radiant + Care Deo Serum with Niacinamide and Pro-Ceramides: The green variant, it zeroes in on irritated, red, itchy skin and helps care for sensitive underarms with regular use.

After the insightful presentations and discussions, guests got to have some fun at the event’s “beauty playground.” Separated into five zones, each inspired by a specific deo serum variant, the playground let guests relax, unleash their creativity, and even grab some cool freebies.

There was the orange “Bright” zone, where attendees had their portraits taken by a pro photographer, which they took home as holographic photo magnets. The pink “Even Tone” booth gathered everyone for a mini doughnut decoration session, with the attendees glazing and decorating their treats with all sorts of icing and toppings.

The artsy folks had a great time at the purple “Smooth” zone, where they customized totes with cute patches. Those who got thirsty got their thirst quenched at the blue “Nourished” zone, which offered refreshing blue lemonade.

Finally, the green “Sensitive Care” zone let people pick and take home handmade stick-on nails. There was something for everyone as the designs ranged from classic neutrals to bold red-green-gold colorways.

Beyond the fun, interactive experiences, the event left attendees with something more lasting: the reminder that skincare, whether for the face, body, or underarms, can help boost confidence when it’s aligned with what your skin actually needs.

Follow Dove Philippines on Facebook to learn more about the expanded Dove Radiant + Care Deo Serum range.