elave commissioned this risqué eye-catching method of communicating the serious message that elave has no worrying chemicals in its formulations and therefore ‘nothing to hide’.

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Nudity has been used as a device within the ads to highlight the elave product range’s comprehensive ‘free from’ chemical list and the fact that the elave brand lists its ingredients openly on its packaging.

A growing number of consumers are starting to request chemical safe skincare and it is hoped that this campaign will bring these issues into the public domain and ignite the debate, particularly amongst chemical concerned consumers and sufferers of sensitive skin conditions.