Staff at Lush Cosmetics’ Philadelphia store stripped naked with only their aprons to cover their modesty in a bid to raise awareness of excess packaging last week, according to a report published by Metro.

The ethical cosmetics firm’s sales assistants were fully on board with the campaign, with one employee telling the Metro “We are trying to show our customers that they do have other options. Thirty-five percent of our products are totally free of packaging and the packaging we do have is environmentally friendly.”

“We tend to go all the way for causes we believe in,” said Brandi Halls, Brand Director. “If flashing our bums inspired consumers and the industry to reconsider their packaging practices, then we’d say it’s definitely worth a few blushes.”