Two tattoo enthusiasts with facial tats get their ink covered up to see if they are treated differently when 'clean'. A third enthusiast who has not yet had her face tattooed gets fake tattoos applied so she can test how it feels. All three experience the contrast between life with and without facial tattoos. They go out on the streets of London, in the classy suburb of St John's Wood, and undertake tasks such as borrowing a cell phone to make a quick urgent call, handing out free brownies, interviewing for a room-mate, etc. both with their tattoos exposed and then with them covered to show the contrast of people's behavior.