See rest of release - The Allergy & Gluten Free Show - help for

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See rest of release - The Allergy & Gluten Free Show - help for

    thRelease Date: 15 June 2007

    The Boss Who’s Baring All For Her Brand ’Naked’ MD will be on the stand at Allergy Show

    A BOSS believes in her brand so much she‟s stripped off naked for the advert.

Joanna Gardiner, a 38 year old MD of Ovelle Pharmaceuticals in Ireland, went

    completely nude for the controversial clip, which has become an instant hit on

    video sites such as YouTube and has provoked media interest worldwide.

    The minute-long online ad for chemical safe skincare brand „elave features a full-frontal view of a voluptuous blonde presenter and various male and female

    researchers without a stitch on. The advertisement is a parody of a typical white-

    coated cosmetics „institute‟ and is deliberately tongue in cheek as it‟s aims to deliver a hard-hitting message about the dangers of irritants and chemicals in


    Like the sensitive safe skincare range they‟re promoting, the naked cast explain that they have “nothing to hide.” Joanna, the company‟s MD also appears naked

    in the ad.

Viral advertising specialists Prodigy Films dreamt up the risqué viral marketing

    campaign, as an eye-catching method of communicating the serious message

    that elave has no worrying chemicals in its formulations.

A spokeswoman said, “A growing number of consumers are becoming chemical

    concerned and starting to request skincare products which are free from

    potentially harmful chemicals such as sodium laureth sulphate, parabens and

    formaldehyde. This advertising campaign should be praised for bringing these

    issues into the public domain.”

Joanna Gardiner, MD of the company behind the ad said: “I‟m so passionate

    about the brand and the chemical safe issue that I knew that taking part in this ad

    would be good way to get our message heard.”

“When my colleagues first heard I‟d agreed to do it, they were shocked and there

    were a lot of jokes but then quite a few of them said „Good for you.‟”

The crew on the closed film-set also went naked as a gesture of support for the

    actors and models.

Joanna adds: “The others weren‟t embarrassed at all, I felt like a complete prude.

    After a while though you get used to it and get on with it: it‟s a bit like being on

    the beach, eventually you realise no-one‟s staring at you. I‟m pleased with the

    advert and I believe it‟s been done very tastefully.

“While naked as a shock tactic has been done before, we think we‟re using it


Mother-of-three Joanna developed the elave range after being shocked by the

    rise in sensitive skin and the link with medically researched chemical irritants in

    skincare products and toiletries for adults and children.

The toiletries - just launched in the UK at Boots and pharmacies, and already a

    No1 seller in Ireland - cut out „worrying‟ chemicals such as parabens, sodium

    lauryl sulphate and formaldehyde which have been linked to the rise in

incidences of conditions like eczema and psoriasis.

The internet ad can be viewed at

elave is available from or large Boots stores and pharmacies

    throughout the UK.

Joanna will be attending the Allergy Show at Olympia and is available for

    thmedia interviews on Sunday 17 June.


Notes to editors

    1. For more information, contact Julia Mitchell or Kirstie Cannings a Toast PR, or call 0870 094 8032/07867 638373.

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