Unilever’s Dove held at event in New York City yesterday for the launch of the new Dove Advanced Care Anti-Perspirant/Deodorant with NutriumMoisture.

Dermatologist Dr. Ellen Marmur was on hand to give women tips on ‘armpit care.’ Women participating in the event experienced Dove PitiCure treatments and learned how to achieve softer, smoother armpits in three days.

“Skin is our body’s largest organ and it all needs proper care.That care will vary by body part since some areas have thinner, more sensitive skin than others,”said Marmur.

The brand also had a photo booth at the event, encouraging women to pose with their ‘arms up.’