Everyone is guilty of judging a book by it's cover - but now there's a whole new meaning to the phrase.
Fans of Lady Gaga will be more than familiar with her new best friend, Zombie Boy, but not in his latest video.
The tattooed model is unrecognisable in the new DermaBlend advert in which he promotes the brands concealer and make-up remover.
Flawless: Ricky Genest also known as Zombie Boy stars in a new video campaign for DermaBlend concealer
Flawless: The make-up revealed how the performer would look without his trademark tattoos
The Go Beyond the Cover video begins with question: How do you judge a book? and shows Zombie Boy - real name Rick Genest - sitting on a stool with flawless skin.
The 25-year-old - who shot to fame after starring in Gaga's music video for Born This Way - then begins to wipe a cloth across his chest, and for those who aren't familiar with his normal look will be quite surprised.
Go Beyond The Cover: Lady Gaga's new best friend begins to wipe away the make-up to reveal his real skin
Skeletal: Genest had his first tattoo when he was 16 and is entirely covered in body art from the waist up
The Canadian model is covered in skeletal tattoos that make his body resemble a decomposing corpse, and all is revealed as he begins to wipe away the DermaBlend concealer with the brand's make-up remover.
Named as the number one dermatologist recommended coverage brand, DermaBlend's product certainly does what it says on the tin as at the beginning of the short clip, there is not a trace of Genest's permanent body ink.
The unusual video, which is almost three minutes long, is sped up to show a team of make-up artists removing the product from his arms, face and body to finally reveal the full extent of his Zombie body art.
Real coverage: The concealer is known as the number one brand and its easy to see why
And in a behind the scene's clip, Genest can be seen looking in the mirror amazed at the transformation.
'It looks like I've got a tan,' he said.
'It looks the same to me, I guess I'm just used to being in my own skin.'
Genest was chosen by Gaga's stylist, Nicola Formichetti, to star alongside her in her video earlier this year and since then his career has catapulted.
Firm friends: Genest found fame after starring in Lady Gaga's music video for her single Born This Way
The bilingual star modelled Thierry Mugler's latest collection at Paris Fashion Week earlier this year, but before his new found fame he was living on the streets of Montreal doing window cleaning and performing as a circus freak to find the funds for his next tattoo.
Genest is entirely tattooed from the waist up but plans to extend the body art down his legs too, which to some people may be a shock but it's undeniable that his odd love of tattoos seems to have done him a favour so far - and of course if he ever gets fed up of them all he has to do is reach for a bottle of DermaBlend.
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