Yesterday Love Island star Chris Hughes left his fans very confused by promoting a bottle of water infused with his own tears with high street shop Topman, but now the reality star has explained the reasoning behind the bizarre product and it's a very good one.
Taking to his social media accounts to share a promotional video of the 'L'Eau de Chris', the video quickly cuts off with Chris appearing on the screen to explain the product is 'ludicrous' and it is in fact to help young men open up about their emotions rather than bottling them up.
Alongside the video he wrote, 'L'Eau de Chris? No, ludicrous. It's ludicrous that men bottle up their emotions every single day. And ludicrous that suicide is the biggest killer of young men in the UK. We live in a culture that encourages men to bottle up rather than open up. That's why I'm proud to have worked with @topman and @calmzone to change that. However you open up this #WorldMentalHealthDay, just #DontBottleItUp'.
After seeing his latest video, fans were quick to praise the Love Island star for helping to promote World Mental Health Day.
One user wrote, 'Awesome, powerful campaign guys!', with another adding, 'Love this Chris well done!!'.
Others were quick to change their opinion from yesterday, another fan added, 'Okay this makes more sense, brilliant!'
As Chris explains in the video, suicide is the biggest killer of young men in the UK and the 22-year-old is proud to use his new found popularity to work with charity CALM, who work to 'Campaign Against Living Miserably'.
Topman also shared a poignant message which read, 'L'eau De Chris? No, ludicrous that 84% of men bottle up their emotions daily - this #WorldMentalHealthDay we're working with charity @thecalmzone and @chrishughesofficial to spread the message #DontBottleItUp'.
Today (Tuesday 10th October) is World Mental Health Day, read the NHS' guide to find out more about Mental Health.
This article originally appeared on heat Radio.