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Elave Has 'Nothing to Hide'

 - May 21, 2007
References: nothing-to-hide
Elave, an Irish skincare company founded in 1934, has launched a new campaign and interactive site that features naked people. The premise of the campaign is that Elave has "nothing to hide" due to the company's focus on natural and pure ingredients. However, I suspect that this campaign may alienate the company's target demographic.

Here's the background about the company: "From our beginning in 1934 we have always provided pharmaceutical skincare solutions from apothecary creams, emollients and lotions. We have become specialists in the formulation of dermatological skincare. Elave is developed for the most reactive sensitive skin types so our skincare is free from the common "triggers" for sensitive skin conditions, like eczema and dermatitis. We’ve taken out the worrying chemicals that are believed by experts to be increasing the incidence of sensitive skin. And these same chemicals should be worrying for all of us."