Boss Strips Naked For Skincare Ad
Sunday, 13th May 2007, 14:14
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The owner of a skincare company has seen her sales soar by 500 per cent after stripping off in the first full-frontal nudity ad seen in Britain.
As she celebrated her 38th birthday today (Sun) - this time wearing more than her birthday suit - Joanna Gardiner spoke of her pride that hundreds of thousands of viewers had gawped at the 60 second ad in which she wears just a pair of headphones.
Posted on video website YouTube, and mentioned in her company, Ovelle's newsletter, viewers of the internet ad have skyrocketed as word got around through word of mouth emails from viewers telling friends about the campaign. Ovelle say more than 340,000 people have watched the vid.
The ad for skincare brand ‘Elave’ features a full-frontal view of a voluptuous blonde presenter and various male and female researchers without a stitch on, parodying a typical white-coated cosmetics 'institute'
Mrs Gardiner flew to New Zealand in March to shoot the promotional video for the product, which features the slogan 'Nothing to Hide'.
She said: "The idea behind the film is that many skincare products are filled with harsh chemicals and irritants which promote conditions such as eczema, whereas ours are natural and organic.
"I thought having everyone naked would demonstrate this is a pure, natural product and that we have nothing to hide. It is risque, but clean and done in a tongue-in-cheek way. I’m pleased with the advert, It’s been done very tastefully."
However Mrs Gardiner said her naked ambition did have limits, and she left the starring roles to professional actors, while a laptop covered her modesty.
She said: "I didn't think the full-on role of presenter was the right place for me - I wasn't confident I'd be the right choice - I'm a mother with three children.
"I'm in the background behind the laptop, but definitely naked. I thought it would be good to personalise the message because I am so passionate about it."
The brunette businesswoman, who has been nominated for Irish entrepreneur of the year, said she had been reticent about the 16-hour shoot, but the director made the crew strip on the closed set.
She said: "I was obviously nervous about appearing naked - it seemed a bit like going on the beach after a winter of being covered up.
"Everyone apart from me is a professional actor and there was an atmosphere of respect. The director made the crew strip to make it fair.
"We were on set filming from 6.30am to 10.45pm, so we got used to being naked and it was quite normal - we started talking about the weather.
"Now I know what it must be like to visit a nudist beach because it's true that you do stop noticing everyone is naked after a while, although at first I felt like a complete prude."
Mrs Gardiner revealed her husband, Fergus, a 40-year-old solicitor, initially had doubts about his wife's role, saying: "Like any husband, he was a bit nervous when his wife said, 'I want to be naked on the internet'.
"But he relaxed when he realised I was only in the background. He's proud of me for doing something so brave. My mum's also absolutely fine about it."
Mrs Gardiner juggles running the company she took over seven years ago, with caring for her children - Sophie, 11, Tom, 10, and Patrick, four.
The business was started by her grandfather in Dundalk, Ireland in 1934, and is a bestseller in that country. The range is sold in the UK online and in large Boots stores
Despite fears the campaign could alienate potential customers, Mrs Gardiner said customers had loved the ad.
She added: "We wanted to throw our hat in the ring in the UK, but the hardest part of having innovative products is getting heard.
"We needed a way of getting our brand known, without being able to spend the huge budgets that big cosmetics companies do.
"Ten years ago this kind of marketing was unheard of, but today it is possible for an unknown brand to create something and get talked about without having to buy a slot in the middle of Coronation Street.
"We have seen a lot of positive reaction on blogs. Our customers have emailed us, saying it is all good fun and everyone seems to be taking it in good humour.
"I hope this means we will see more of it in more shops."
Two weeks ago Mrs Gardiner showed the ad to her 49 staff who she said "nearly fell off their chairs".
She added: "They couldn't believe they had seen their boss naked, and neither could I. When I asked if any of them wanted to appear, they said 'No way'."
http://www.lse.co.uk/ShowStory.asp?story=LG1337316B&new...aked_for_skincare_ad
http://www.elave.ie/nothing-to-hide/