AHAVA, the cosmetics company, covered the bodies of three scantily clad models with its “Mud” body treatment earlier this week and set them loose during Fashion Week in New York.

The models passed out more than 2,000 samples at the tents set up in Bryant Park, including AHAVA Dead Sea Liquid Salt, Mineral Hand Cream and Dermud Intensive Nourishing Foot Cream, Viva Manchester, the senior brand manager for AHAVA North America, said.

The one-day event was a way “to create a wow factor, something that was exciting and head turning,” she said. “Part of that was making it disappear just as quickly as it came alive.”

The stunt was part of a larger campaign called “Skin is in,” a play on incorporating beauty and fashion.

“Anyone can wear gorgeous clothes, but we admire those who truly take care of themselves on an all encompassing level, Manchester said. “As we all know, trends come and go but healthy skin is always in fashion.”

Future efforts include a 2009 national advertising campaign featuring actress Kristin Davis of “Sex in the City.”

5W Public Relations came up with the concept, built out the creative and executed the promotion.

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