CLIENT: Dove PROJECT : The PitiCure BRIEF In 2009, Unilever launched their biggest deodorant to date: Dove Ultimate Visibly Smooth, a breakthrough anti-perspi- rant that minimizes the visual appearance of underarm hair over time. The brief was to devise a brand experience to promote the launch. IDEA CUNNING conceived and developed a brand new beauty treatment to focus on caring for underarm skin: The PitiCure™. A PitiCure™ is to your unde

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