A 48-year-old grandmother who has been exposing herself to the State's commuters for the past two weeks says she has received only one complaint from the public.
Ms Halina Ashdown-Sheils, managing director of Advanced Cosmetic Surgery, has been seen on advertising billboards in Irish cities gazing into a mirror while lying naked on her stomach.
Her company, which is achieving turnover of about £5 million a year on the new Irish interest in surgical enhancement, took 50 poster sites in Dublin, 20 in Cork and 10 in Galway for a fortnight. She estimates the cost of the campaign at £20,000.
According to Ms Ashdown-Sheils, Advanced Cosmetic Surgery "always planned to do billboard advertising, but we definitely didn't want to use models. We wanted something realistic showing what we do and how we do it."
Eventually, members of her staff suggested she pose for the picture herself and, although nervous at the prospect, she agreed.
One reason is that she has undergone extensive cosmetic surgery. She has had liposculpture, a face lift, cheekbone implants, under-eye lifts, breast implants and lip enhancement.
"I'd never been photographed naked before," she said, and she was uncertain that the pictures would be suitable for use as advertisements.
"I must admit I couldn't sleep the night before the posters went up. It was very weird; I'm not interviewing for a Pirelli calendar. For someone my age, going on a billboard could only happen once in a lifetime."
Ms Ashdown-Sheils, who has 20 years' experience in the cosmetic surgery business, came to Ireland from England six years ago to work for the company she now runs. In late 1997 she bought out the Irish division of Advanced Cosmetic Surgery from its British owners.
At that time, she says, the Irish business had an annual turnover of about £100,000, whereas last year the figure was closer to £5 million. The company has two clinics in Dublin and one each in Cork, Galway and Belfast.
About 80 per cent of business comes from women, but Irish men are not afraid of cosmetic enhancement. Among the most common procedures requested by men are gynacamastia - the removal of fat from the chest - and nose and ear reshaping.
The most popular surgeries for women are liposculpture and breast enhancement. While she is now considering options for her next campaign, one thing is certain: "I won't be on any more billboards."