Dove broke new ground a few years ago with it’s Campaign for Real Beauty, featuring normal looking women as opposed to rakishly-thin models in their ads. Of course, long-time marketers like myself know that corporations never do anything altruistically; altruism must be justified by an incremental bottom-line result, or it doesn’t get done.

In a classic twist that demonstrates how marketers always speak with “forked tongue”, Dove has revealed it’s new campaign Dove Ultimate Go Sleeveless, intended to make women ashamed of their ugly armpits, and take the Dove “cure”. It has been receiving a lot of negative press in the blogosphere. Slate looks at this latest campaign within the context of other historical advertising efforts to create needs that were never really there. Good catch from Mr. Dario.