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Irish woman gives the bare facts in new ad  By
Siobhan Breatnach
GIVING new meaning to the concept of ‘going natural’ Irish
woman Joanna Gardiner has shed her clothes in a bid to convey the organic
nature of her company’s new product.
The Co. Louth woman is a typical Irish businesswoman who has run her own
pharmaceutical company for the last seven years.
Most days the 38-year-old can be found sat at her desk, suited and booted,
ready to tackle the ups and downs of being the managing director of Ovelle
a leading Irish skincare company.
So imagine the surprise on her employees’ faces when the boss turned
up on the internet in nothing but her birthday suit.
But it was all above board as the move was part of the launch of a new
range of organic and natural products, which saw Mrs Gardiner pose naked
to film a 60-second promotional video.
It has now been seen by more than 340,000 people via the website YouTube.
The advert features Mrs Gardiner sitting naked behind a laptop in a
mocked-up laboratory, surrounded by dozens of other naked ‘scientists’.
The mother-of-three said: “While it is full nudity, it’s very
clean and tastefully done.
“The internet provides a new and innovative way to reach customers
and I wanted to show my commitment to the products by being in the ad.
“The advert pokes fun at a typical skincare laboratory, where everyone
is in white coats doing vague tests on products.”
Having received countless e-mails from people in Britain wanting to know
about the Irish brand, called Elave, Mrs Gardiner decided the time was
right to launch colour, alcohol and soap-free products in the British
market.
She shot the unique advert which was designed around the products’
slogan, Nothing To Hide on location in New Zealand.
“Many skincare products are filled with harsh chemicals that promote
conditions such as eczema, whereas ours are natural and organic. I thought
having everyone naked would get the message across that we have nothing
to hide”, she said.
“I’ve been a mum for 11 years and have seen that the rise
in eczema has been absolutely massive many products are full of harmful
ingredients and so it all started with that.”
Mrs Gardiner’s grandfather started Ovelle, based in Dundalk in 1934.
The Elave range has been on sale in Boots and independent pharmacies since
late last year.
There has been a 500 per cent rise in sales, both online and in the High
Street, since the campaign was launched at the beginning of May. |
