Nothing to hide

“We stand behind our skin care products, so much so that we are prepared to go naked to prove it.” states The Elave web site. Instead of wandering around a science lab in a white gown, the presenter speaks completely naked, along with the rest of the room.

The video, featuring nude women and men, is online at Is it gratuitous nudity, an unnecessary attempt to get the attention or is an example of courage and nerve from Ovelle Pharmaceuticals? You'll be the judge.

Ovelle has seen a 500 per cent rise in sales, both online and in the High Street, since the campaign was launched on May 5.

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