It's not nakedness for the sake of it, and I hope people won't see it like that.” And while there is nudity, the content is not explicitly sexual, “not in a page three girl on the bonnet of a car kind of way – there's probably more sexual content in a music video”, she adds. “The point being that we've nothing to hide. The ‘scientists' – including the voluptuous blonde presenter and Gardiner herself – are all naked. “The ad is a parody of the scientific skincare ad, where very academic, beautiful people are doing very vague scientific tests, sending the message to the consumer that the products are proven scientifically to work,” says Gardiner – except in this case there isn't a lab coat in sight. An instant YouTube sensation, it's now been seen by around two million people worldwide, giving the brand a cult status and catapulting the mother-of-three to fame among the movers and shakers of the marketing industry.įilmed on location in New Zealand, the ‘Nothing to Hide' campaign satirises the way beauty products are typically advertised.

Taking the natural next step after cracking the home market, the promotional campaign was intended to acquaint a global audience with a brand which, like the stars in the ad, has “nothing to hide”.Īnd it certainly has.

The business has performed exceptionally well under her command, manufacturing creams and lotions for Unicef and the UN as well as selling to the public online and via several Boots stores. Gardiner took over the running of the £2.6m-turnover family business Ovelle Pharmaceuticals, home of Elave, the number one sensitive-skincare brand in Ireland, in 2000. Not Joanna Gardiner, and it would seem that her daring move has paid off – the said campaign lifted sales of natural skincare range Elave by a staggering 500% within three weeks of its launch. How far would you go to promote your brand? Starring in a 60-second film wearing nothing but a smile might be going a step too far for even the boldest of entrepreneurs.

Elave nothing to hide nude