Dove True Tone Underarm Dark Mark Eraser

Dove
Dove

Seriously, some brands just can’t help themselves. I’m looking at Dove True Tone Underarm Dark Mark Eraser. On the one hand, Dove does some remarkable self-esteem work – they’ve recently produced some fascinating stats on how women feel about themselves in terms of beauty. But that work is rather unravelled, I feel, when they’re single-handedly responsible for bringing ‘beautiful underarms’ to the attention of most women who had previously not considered this a problem area in terms of beauty. Just while we’re all busy worrying about wrinkles, cellulite, the odd chin hair and all the other little beauty niggles, along comes another guest to the low self-esteem party. Your armpits.

A couple of years ago, I actually met the person who conceived that idea at a conference, and told them what I thought about it. I even took my top off and showed the room my (unshaven) armpits in front of 200 people to make the point that armpits are just places on our bodies that are the least of anyone’s worries. That wasn’t a planned thing – I’ve never done it before or since – but I felt strongly enough to make the point that brands who create insecurities and then come up with cures – we’re onto them!

It’s the sort of thing in beauty that I really mind about – there is a bigger picture behind the lipsticks and new products on BBB. If I get the chance to call out brands, I take it. And, I’m taking it now. Just stop it, Dove. Focus on the things you’re really good at – and there are many – and leave our armpits alone. There are better, happier and more positive things to spend £20 on.

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Jane Cunningham

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55 responses to “Dove True Tone Underarm Dark Mark Eraser”

  1. Steph

    This is SUCH a stupid idea, especially at a time when we’re being bombarded with ridiculous notions of beauty. I honestly can’t think of anyone who worries their armpits are too dark (also, WHAT? FFS.) I’m not sure how I’d feel buying Dove products if this became a ‘thing’.

    Reply
  2. Chantelle

    Fantastic post! You have no idea how happy this makes me.

    Reply
  3. Chantelle

    ..by that I mean I totally agree with what your saying, Dove need to take this down now.

    Reply
  4. Chic_Happens_

    Hear, hear Jane. Well said.

    Reply
  5. Pink Elephant Blog (Alex)

    I actually would buy this product! I’ve heard of deodorants that do the same thing but they are not easily available here in Europe (I’ve seen them in Asia). I am quite self-conscious about the discolouration under my arms and I’m sure there’s other people out there who are too. I get that this product is not for everyone but I definitely don’t think it’s a stupid idea…

    Reply
    1. blahblah

      the point is, discolored armpits won’t be a problem in the first place if not for their campaign telling women to worry about armpit hairs…

      Reply
      1. Ess

        I personally don’t think it’s a stupid idea. Yes brands promote products but Dove isn’t the first to do it, there are loads of other brands who do the same – I find spending £150 on an Elizabeth Arden Prevage cream a bit of a waste. I haven’t seen proof of anti ageing products actually working, but Prevage sells, because we care about stuff on our face. Some women care about dark armpits, so they might want to use this product – it’s their prerogative.

        Reply
  6. Lopsi

    Ah Dove; not once have I considered the colour of my armpits as something that needs corrected, until now.

    Thank you for highlighting (pun intended) my beauty faux pas. I’ll be able to use this product after I make my skin perfect, my hair perfect, remove all cellulite and any hair below my eyelashes to turn myself into a FemBot/Real Woman.

    Once I’ve got wonderfully white, fresh armpits, I’ll be sure to show them off by walking around with them on show. I might even hold up a giant sign telling everyone just what I think of your product, and your campaign for real women.

    Reply
  7. Jenny

    Dammit, Dove, now I need to spend every night picking the appearance of my armpits apart as well as the rest of my body!

    Unless you geniunely are embarrassed by discolouration (which isn’t going to harm you, and isn’t that unsightly), then this product is a terrible way to knock esteem further in the name of profits.

    Reply
  8. Lauren

    i do worry my arm pits are too dark, but i have very dark hair, so I know this is natural. I highly doubt any £20 cream from Dove is going to dye my dark hair under my skin so they stop showing through even when I shave. There will be lots of women who will buy this though. Such a waste of money.

    Reply
  9. Tamara Hinson

    This is the most ridiculous product I’ve read about for a long while. I don’t understand how at no point in the process did anyone say “this is a bad idea.” I’m officially now swearing off Dove products forever, and won’t feature their products in any pieces I write. I personally I think it’s just become a brand which does more harm than good.

    Reply
  10. Laura

    Well said Jane!

    Reply
  11. Tiffany

    Actually, I completely disagree with you. While I can appreciate where you’re coming from, maybe you actually don’t have dark underarms. I have extremely sensitive skin, and after a bad at home waxing of them, (my own fault) my underarms became severely dark, I’ve been treated by my doctor afterwards etc. But, As a result I’m constantly conscious of this as I live in a tropical climate and I am quite fair, I’m always in sleeveless clothes.
    So to be honest, I appreciate a product like this that can potentially help me.

    Reply
    1. Jane

      It’s totally fine to disagree.. this is open to anyone with a view on it and comments like yours go a long way to helping us understand why it may be a desirable thing for some women, so thank you for making your point.

      Reply
    2. Steph

      I do agree that women have so many other important things to worry about that society puts upon us but I have to disagree with the article unfortunately as for some people, including myself dark underarms are a problem and something that when summer comes around I feel totally embarrassed about my dark underarms and wear longer sleeves even throughout the hot weather. So personally I would be very interested in this product (if it works!)

      Reply
  12. Allie

    I don’t understand how they can reconcile their “real beauty” marketing spiel and then bring out something like this. I get that it’s something that some people are insecure about but it’s the hypocrisy of Dove that annoys me… we’re all beautiful the way we are, except our underarms which are gross and would benefit from a £20 outlay on a cream that will fix them. Okay.

    Reply
  13. Becky Alyssa

    So glad to hear this! I have no clue why Dove put together their ‘Real Beauty’ campaign and then rip it apart with such a ridiculous product – why have something else to shame ourselves about? It’s ridiculous enough getting comments and terrified looks when I don’t want to shave my underarms.

    Awaiting the Tumblr posts of “perf armpits”, after the whole crazy “thigh gap” thing, from millions of young teenage girls..

    Reply
  14. Amy

    I’m torn on this subject. On one hand I truly do agree with everything you’re saying – many beauty brands seem to create ‘problems’ that they just happen to have a solution for. However, as someone who has suffered from serious eczema under my arms, been in serious pain and for self concious of lifting my arms up in the summer because of the dark marks it’s left behind, I do believe this is something I’d be interested in. Granted at £20 it’s a little steep but the idea behind it I think will actually appeal to more than we’d think 🙂

    http://www.hausofamy.co.uk

    Reply
  15. Alexandra Aallexxy

    Actually dark underarms are something I’ve been concerned about in the past, it use to stop me wearing vest/sleeveless tops or raising up my arms. I’ve managed to correct it now, but if it was still a concern I would contemplate buying this.

    Reply
  16. avra goldenblatt

    Well said Jane! For a company that promotes beauty in all sizes and shapes. And goes far out of it’s way to create video’s that show the “fakeness” of what we see in magazines and online in terms of beauty. Creating a product for underarms which is probably THE only place that women don’t worry about is actually OBSCENE. Bad. Bad. Dove.

    Reply
  17. Jasmine

    There’s a myriad of “nonsense” beauty products out there but what you may not care about, someone out there does. For example, whilst some people care so much about skin colour correctors (those green/purple/yellow/peach make up bases), some do not. And for those who don’t, they probably want something that would help even out the colour of their underarm. Dove is a beauty company that is just venturing on products that have demand (albeit how little you may think that be). If you don’t need/want it, just don’t buy it.

    Reply
  18. Steffi V

    i completely agree that no one should be insecure about their under arm area BUT I’d be curious if that product actually delivers because i have severely dark spots on the inner side of my knee. It’s bad enough that people comment on it regularly. But I guess it won’t do much more than any other exfoliator or vitamin c serum..

    Reply
  19. Serena

    Hi Jane! I just would like to tell you that as much as this might seem like extra work for people who do not care for their underarms, I am very excited at the sound of this! I have been plagued with scars on my underarms from early age eczema and bad hair removal cream reaction! it sounds superficial but it really affects my self confidence as I often have to wear tank top with an additional cardigan even if the weather is boiling for the fear that people might see it and ask (friends have ask without realizing it is a sensitive topic). I understand where you’re coming from, but just thought i’ll let you know that this gives me a little hope that i might be able to lighten these scars that daily exfoliating cant!

    Reply
    1. Jane

      It’s really interesting that this product produces such different reactions. A couple of others have also spoken about scarring. The trouble with this product is that it doesn’t really address scarring as such – it’s more excess melanin caused by waxing or shaving. I am not sure it can deal with deep hyperpigmentation but who knows. So far, it hasn’t had a big fan fare launch – it’s pretty under the radar really, but I am assured that it does work for excess melanin should anyone feel that it’s going to help them to be rid of it.

      Reply
  20. Fee

    Great post Jane! So glad you voiced your opinions on this and hopefully we won’t be seeing rave reviews from other bloggiers on such a stupid product.

    It saddens and perplexes me that Dove swing so often like this, they just need to realise it’s not the way forward at all.

    Reply
  21. Amanda Dobb

    Wow, I am utterly disgusted with dove. As someone who has tried every single shaving/waxing/hair removal product on the planet to stop the awful red mess I get under my arms, this just makes me even more self conscious . I know as a reasonable adult that this is all just another way for dove and their parent company to make money, but seriously!!

    Ps if anyone has any underarm hair removing suggestions!

    Reply
  22. Hayley

    I actually had the exact same opinion when I was introduced to this recently at a launch event. I tweeted the product out and expect a barrage of disgruntled tweets in reply, but in fact I only received positive comments from women who were seriously concerned about this part of their body. I spoke to the brand reps from Dove and questioned why they would launch something like this; they’ve definitely done their research and hosted a tonne of focus groups (filled with women crying their eyes out in disgust at their own underarm areas.)

    Apparently, this is a serious issue and concern for black and asian women. The reason white women deem the idea to be so ridiculous is because we don’t suffer from discoloration in our pitts. I would’ve supported your opinion 100% if I hadn’t have spoken with people from the brand involved in the development in depth!

    Reply
    1. Jane

      I’ve spoken to them too Hayley, and I’m still of the opinion, that I’ve blogged before, that pretty much nobody flagged armpits as a problem area until it was presented as such by a huge brand. The fact that women are crying in disgust at their own armpits is telling really – how is it they ever came to think it was *that* bad? I’ve said this to Dove – not just via their PRs. It can only deal with melanin reduction (produced often from skin damage from shaving or waxing) – it can’t deal with scarring. It’s not that I think skin pigmentation concerns are ridiculous – far from it – but skin tone varies wildly from person to person and it’s only because the beauty ideals that the beauty industry has created concern even skin tone that this is an issue in any country or any race. Before Clinique’s ‘speckled egg’ I am not sure that even in the UK women were all that concerned about pigmentation – age spots, yes – but it’s kind of the same thing; creating a problem via mass advertising and then coming up with a product fix for the said problem. I’ve been doing this long enough to remember a time when beauty issues, print or on-line, never concerned pigmentation. Now we can’t move for anti-pigmentation products.

      Reply
  23. Josie

    Dove is such a fantastic brand – I just love all their products!!!

    Reply
  24. Susanne

    Jane, you are the best – please continue to voice your opinion – for all of us who do not have the platform to do so.
    We all knew that Dove – just like any other company – is not really concerned about our self-estemm, at least not about rising it. Of course they are a profit organization. But is it not kind of reassuring how they can not keep that “caring” front up for long?

    Reply
  25. mich

    This amazes me, besides the fact that no one looks, at other peoples arm pits, I feel I should mention that this is a cosmetic product and therefore cannot permenantly change the appearance of your skin. Its the law.

    The best you can hope for is, if after 30 days if you see any change that’s the best you will get, but after you stop using it he discolouration will return.

    If people comment on your “discoloured” armpits, reply with “why are you looking at my armpita , weirdo.”

    Reply
  26. CBH

    before people see this as unnecessary they should stop to consider people (such as myself) who have dark, discoloured armpits. Its something i have always been conscious about before this product was launched so actually I think anything that works to boost confidence can only be good. Being a student and going to night clubs wearing vest tops is the only way to not feel so hot that your head is going to fall off. but 100% i am going to buy this

    Reply
  27. Emma

    Well said! I can honestly say that I have not once considered the colour of my armpits…I mean they’re not really a part of you that anyone really think about too much. As a brand that supposedly stands for self confidence boosts etc, I don’t understand why they would try to invent a new ‘problem’ women have to feel insecure about.

    Reply
  28. Liu

    Well said, as per usual! I don’t need to be “reminded” about possible areas of myself that could use with improvement (if one examined every little bit I’m sure I could potentially be in need of a complete restoration à la extreme makeover/the swan/other obsessive TV-dramas about plastic surgery. How about this tip from me to you (at no cost!) over at Dove; why not make your deodorants a little better, maybe include – or remove- a few ingredients to actually help ward off unwanted darkening of the sensitive skin? HUH?
    Yours truly;
    Ms Average Armpits

    Reply
  29. Zoe

    This post is why I love BBB! And why I refuse to buy any Dove product – I just can’t buy into a brand that patronises and shames women.

    Reply
  30. Sabine

    Well said, Jane. What is next? Discoloured kneecaps, Wrinkly earlobes, Flaky middle toes? Honestly…

    Reply
  31. Bronagh

    When I saw this product on BBB, sitting at my desk this morning; I thought wow this is a godsend. I have previously tried lighting creams, and spend copious amounts of money on products that don’t work. My problems started from a young age, when I was at a sleep over and I was throwing my hands around and dancing and one of my friends said ‘ewww why don’t you shave your armpits’. I did in fact shave my armpits that evening before I left, however the darkness off my underarms does look like I have an untamed bush growing from it. This one comment did really hurt me as I looked at their armpits, the exact same colour as their skin and was very envious. From that day I was so conscious to lift my hand in school, wearing nice summer dresses in fear that someone would think I was ‘unclean or unhygienic’ for not shaving my armpits – not that people with hair under there are, but if we see a women with underarm hair, we sadly do think its gross.

    I don’t think that dove are making a problem and creating a cure, I think this is a genuine problem for many of women. I cannot wait to try this product!

    Reply
    1. Jane

      Hi Bronagh.. I need to point out that it is for pigmentation discolouration – not regrowth shadow, so unless you have actual hyper-pigmentation it’s not going to do anything x

      Reply
      1. Bronagh

        I know that Jane, which is why I would like to try it, as its not from regrowth. The discolouration is all over my armpits, not just where I shave. I was just saying that it looks like I haven’t shaved my armpits as it is so dark. Even when I wax my armpits and there is no hair there, my armpits are still really dark. I have been to the doctors about this, and I am just one of those unfortunate people with more pigment under their arms.

        I think it’s a case of if you don’t suffer from it, of course you find this product ridiculous, but those that do will find this really interesting.

        Reply
        1. Jane

          Ah, I see… I thought you were saying it was regrowth darkness.. my apologies. I’d be interested to hear how you get on with it. Your view is one of many similar ones which I’m really pleased to have – the post is only my view and everyone’s views are welcome so thanks for sharing yours. x

          Reply
  32. Laura

    Dove have actually had Cleartone deodorant on sale in the US for years, I know because I buy it – this sort of thing is a bit of a godsend for people like me who are mixed race or darker skinned as our skin can scar and discolour very easily – especially in the underarm area, as it sees a razor a lot.

    I don’t believe this product is there to shame and patronise women – some people just don’t have these issues, I suspect Dove are responding to the fact that there are more mixed race people in the UK – the same as other companies who have increased the availability of products for our hair and skintone; and those of us who remember the dark days desperately trying to do our hair or find a foundation match thank God for that.

    Reply
  33. Stephanie

    What an utterly pointless AND stupid product!

    Stephanie
    http://missstephanieusher.blogspot.co.uk/
    http://www.bloglovin.com/blog/3436251
    xxxx

    Reply
  34. Laura

    Hhmm – you explain to people how a product might not be relevant or work for them but is a boon for women of colour – only to have someone brand it stupid and pointless.

    Reply
    1. Jane

      I don’t think that comment was directed at your comment.. it was at the post.

      Reply
  35. Jessie

    I’m in the same position as many of these women and one underarm is noticeably darker than the other (I’m Chinese) and looks like I forgot to shave one underarm and am hoping this will work. While I appreciate the sentiment I don’t think it can be used as a blanket statement as we use anti-aging a lot and that can also be construed as a negative attack on age which shouldn’t be seen as such a negative thing. Of course we all like to look young but we will all grow old so shouldn’t we start being more positive about it?

    Reply
  36. Amy

    I have to admit that I’ve never really considered any discolouration in armpits as something to be embarrassed or ashamed about! Looking at mine now yes they’re slightly darker than the rest of me but I don’t constantly go around waving my arms in the air so I really couldn’t care less what they look like!

    Reply
  37. Tasha

    I have to agree and I guess on one point disagree. I NEVER used to be self concious about my armpits up until I was about 16 and started seeing the Dove adverts with all these women with beautiful under arms, I then noticed that mine weren’t smooth and evenly skin toned pigmented, they did have dark patches and discolouration and ever since discovering that and comparing myself to the Dove adverts I feel quite inadequate. There are tons of self esteem issues I have had to deal with in the past and the last thing I really needed was to be worried about a part of my body that 80% remains hidden and I shouldn’t have to worry about. Shocking if you think about it, I hate taking my shirt off in public, I hate wearing strappy tops in case people look at my underarms when I am walking around etc and even in the gym I cover up with a baggy tshirt because I don’t want anyone seeing them. So I completely agree with the statement and what you said to the person who came up with this idea. However, I guess it is nice that they have bought out something that may work for discolouration in underarms for all the woman that have now noticed that. (technically not disagreeing with anything you said) but if there was some miracle product that could make me feel better about my underarms then I would try it. The sad thing is the fact that I am self concious about it and what a silly thing to be concious of but no matter how many times I tell myself that fact, I can’t help but notice the even armpits of the Dove ladies.

    Reply
  38. Emily

    I stumbled across this while trying to find reviews for this product. I am a very pale skinned white girl in my mid-twenties, and I have had very dark pigmentation of my underarms ever since I can remember. I don’t know if it caused by shaving or what, but it really bothers me. I wouldn’t mind it, except that people see my dark underarms compared to my pale skin and have made comments about washing more, and that I must have dirty pits, which is so embarrassing. I have even tried to scrub out the darkness using a pumice stone before, in the belief that maybe my pits were that dirty and I was a bit gross, and tried to find skin bleaching cream, which I have never found in the UK.
    So while I would normally agree with the tone of this article, this is one product I think there is a niche for, I can’t be alone with dark-underarmed hang up! Having said that, £20 is a ridiculous price for what looks to be a nourishing moisturiser of some kind. It’s probably only that price because it is currently the only product on the entire market for this particular “skin issue”.

    Reply
  39. justbored

    For a beauty blogger you are seriously in denial.

    Hopefully the amount of women disagreeing with you on your own comment thread will serve as an education. You are wrong. This is an issue that many women are distressed over and it has nothing to do with Dove suddenly creating one now.

    I did not even know such a product existed until today and for many years I have felt incredibly self-conscious and insecure about the quite severe discolouration of my underarm area due to waxing/shaving/perspiration as I have grown older (I never had this issue when I was younger).

    This is such a big issue to me that I no longer where sleeveless clothing or pretty tops or dresses or anything that exposes my underarm area because I feel so embarrassed about the discolouration and I am thrilled to have a found a product that MIGHT in the very least actually do something to help me with this issue.

    It has nothing to do with product media influencing my idea of what beauty is. I personally think discolouration I have is disgusting. TO ME it looks dirty, and like sweat-staining, and I have very very pale skin and my underarms look YELLOW in comparison and I really can’t begin to tell you how much this effects my confidence. And nol I don’t wax under my arms because beauty media tells me I need to, I do it because >I< find hair growing under my armpits DISGUSTING.

    Stop ranting hatred at the beauty industry and trying to blame them for problems when in many cases they are genuinely trying to help find a solution for people who are desperately unhappy.

    I agree that this product seems higly priced but when you consider that most premium moisturisers retail from anywhere between £20 – £80, paying £20 for a product that could cure me of the 'staining' on my underarms is nothing, and believe me I will be buying this product.

    I think you have seriously underestimated how huge a deal this is to many women and the fact that they have been hoping something like this would be created.

    Reply
  40. justbored

    Also, people need to get over their Dove Hate-Obsession before they start trying to blame them for third world famines too because Dove are not the only people promoting this kind of product:

    http://www.secretbright.com/

    Reply
  41. justbored

    oooooh look… I guess we should blame Dove for this too?

    http://cliffmendrez.hubpages.com/hub/how-to-get-rid-of-dark-underarms

    and even this poor little MAN was appealing for help on this issue since 5 years ago

    https://in.answers.yahoo.com/question/index?qid=20090606080422AAMZ2Bd

    I could go on but I think I flogged the horse way into the afterlife 🙂

    My only point is, this has been a huge issue to people for years and it has nothing to do with the beauty industry it’s about how people view their own bodies. I mean we are not mindless drones, we are quite capable of deciding for ourselves what parts of our bodies we like or dislike.

    Implying that we are all somehow indoctrinated into viewing ourselves the way beauty brands tell us to is quite frankly, at the very least, entirely patronising.

    Beauty is in the eye of the beholder (and I behold myself in front of the mirror quite often lol) not the soft-focus lenses of the media advertisements, thank you.

    Reply
  42. justbored

    I know back again 🙂 i’m like totally obsessed with this thread but this is such a huge issue for so many people and I think all of these articles can help both those who suffer and those who judge reach a better understanding of this issue.

    http://www.livestrong.com/article/189770-dark-underarms-treatment/

    and I won’t mention again how all of these articles were written long before Dove publicised their new product lol

    because some people just love to hate on Dove, and they are allowed to god bless them 🙂

    okay I’m really done now 🙂

    Reply
    1. Jane

      First off, I don’t hate Dove, but do have an issue with brands that highlight normal points of difference and make them into a problem. Thanks though for your point of view; it’s been very interesting to read the mixed responses and thank you for your contribution to the debate.

      Reply
  43. Liz

    This is an old post but I feel the need to comment on this. Dark underarms may not be a problem for you but it is and always has been a problem for many black women. So for you to erase this insecurity that other women feel and have felt because you do not feel it, and to tag it as an insecurity that Dove is trying to create is disgusting and ignorant. The concept of beauty does not revolve around a single race. Please educate yourself before commenting on such issues.

    Reply
    1. Jane

      Imagine though, if it was always considered normal and not a ‘problem’. If nobody thought twice that their armpits were dark.. or the backs of their knees or elbows or any other place when skin colour can normally and naturally vary. I have spoken with the inventor of this product – his wife is Brazilian and always worried. Personally, instead of globally advertising this as a problem, he might just have said he loved her underarms and any other parts of her body she didn’t perceive as absolutely perfect. So, maybe have a little look at self esteem and esteem building and what’s truly a ‘problem’ in life.

      Reply

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