Garnier recently partnered with Reader’s Digest Canada-published Best Health magazine to launch its first biodegradable shampoo line, Fructis Pure Clean, with a fold-out and, ahem, stripped down cover.

The partnership, which involves a partial flap cover revealing a nude (non-airbrushed) version of the model on its May 2011 ‘Love Your Body’ cover, is a perfect fit for the biodegradable shampoo formula, Samuel Bussières, group manager, Garnier haircare tells MiC.

‘Creatively this is the first time Fructis has done a double-cover execution with a magazine that ties with the editorial content,” he says. ‘To advertise this new generation of shampoo formula, it made perfect sense to partner up with a magazine with a special edition on loving your body, naturally.”

ZenithOptimedia handled the media on the deal and Publicis the creative. The launch campaign for the new product also includes print advertisements running in Chatelaine, Elle Canada, FASHION, Flare and LouLou, online styling videos on YouTube, a sample-request program on Yahoo.ca and transit shelter poster ads in Toronto.