"We've invested in PR and marketing advisers to take us through the process and obviously we've invested in the manufacturing of quite a large number of tubes ready for the launch, " he said.

BBC: NHS moisturiser to be sold by Salisbury Hospital

But most of the action, unlike the IBM PR stunt, will take place invisibly in The Cloud.

FORBES: IBM's Watson Jeopardy Stunt Unleashes a Third Great Cycle in Computing

Take Tom Cruise, who was beset in a PR crisis before Suri entered the world.

FORBES: Hollywood's Hottest Tots