JANE'S ADDICTION guitarist Dave Navarro is putting a face — and a body — to the hundreds of thousands of animals worldwide who are poisoned, blinded, and killed every year in tests for the cosmetics industry. In the edgy new PETA campaign, which was shot by top celebrity photographer Joseph Cultice, a nude Navarro appears bleeding from his eyes and from abraded patches of skin on his bare legs and torso next to the words "Animal Testing Kills: Choose Cruelty-Free."

"They're not taking a bunny rabbit and putting mascara on it. They're injecting a chemical directly into its eye to see what kind of adverse reaction happens to it," the 45-year-old Navarro stressed in an on-set PETA interview. "In many cases, parts of their body are ripped open. They're all alive, and they're all aware. It's torture for the animal, it's terrifying and painful and probably one of the cruelest things done in the name of vanity."

A PETA press release states: "To test cosmetics, household cleaners, and other consumer products, rats, mice, guinea pigs, rabbits, and other animals are force-fed chemicals or have harsh substances dripped into their eyes or rubbed onto their raw, abraded skin — even though the results of animal tests are not applicable to humans. While these tests are required in China and some other countries, they are not required by law in the U.S. and have been banned in the European Union and Israel. Fortunately, many companies have signed PETA's statement of assurance that they use only modern, non-animal methods to test their products and ingredients."

This is Navarro's second ad campaign with PETA. He first posed in PETA's famous "Ink, Not Mink" series, in which he bared all but his tattoos to protest the cruel fur industry.