What does a Brazilian wax have in common with animal rights? Rather a lot as it happens...
From now until the end of December, £2 from every Brazilian and XXXX wax performed in-store at the 'global waxperts' will be donated to PETA.
The initiative is illustrated by a somewhat suggestive poster (above), urging people to bare all and more rather than wear fur.
"Animal killed for their skin suffer miserable lives and dreadful deaths, but they don't have to," the accompanying text reads. "With so many luxurious non-animal alternatives available, you can help make the world a kinder place by never buying or wearing animal furs."
So if you're heading for a treatement at the Ministry of Waxing anytime soon, that feel-good thought just might take the edge off.
PETA is famed for its bold media campaigns, from its "I'd Rather Go Naked Than Wear Fur" celebrity photoshoots to a recent plan to launch a porn site that promotes its vegan diet message.