Credit where credits due, Chris Hughes

Celebrity endorsements have always been a somewhat farcical phenomenon – from Kendall Jenner’s controversial Pepsi campaign, to David Beckham’s bum-clenching romps for H&M– it’s a never-ending conveyer belt of cringe.

So, when Love Island contestant Chris Hughes released his very own tear infused bottled water for Topmanlast month, the cheeks rouged with embarrassment at the idea of another perplexing partnership.

The campaign ‘L’Eau de Chris’was launched via the reality star’s twitter, where he posted a promotional video for the barbaric new product – unsurprisingly causing a stir on social media.

However, the trolls were made to eat their words – or drink their proverbial tears – as Chris later unveiled the true purpose behind the ad. L’Eau de Chris is actually a ruse to raise awareness for male suicide, hoping to encourage men to open up for World Mental Health Day.

Crafty, Chris.

In addition to World Mental Health Day on the 10thOctober, and as we approach the back-end of November, the attention regarding male vulnerability comes to a head as this Sunday marks International Men’s Day (IMD).

The annual occasion aims to focus on male health, promote gender equality and raise awareness of the discrimination men may face in today’s culture.

As a self-confessed feminist, you may think IMD riles me to my core and incenses the female supremacist within. How can men even comprehend repression, let alone claim they have faced it to the same degree of us women? Those arrogant, ignorant pigs!

But, I must admit, I feel slightly liberated by the whole event.

In my opinion, the trend of women viewing IMD as a ploy to regain sociological power and one-up International Women’s Day needs to stop. Who’s to say men don’t face discrimination and adversity too? Who’s to say men cannot be subjected to restraint and inferiority? I refuse to reject all notions of male vulnerability, unlike most feminists out there (check out my blog on male clothing restriction here).

I think that’s why the incredibly-innovative L’Eau de Chris campaign really resonated with me - it plays on the misconception we as women have on men, in particular male celebrities – that they’re hyper-vain, egotistical empty-vases - vindicated by the initial negative reception to the ad.

But, when we scratch beneath the surface - forgetting the gender debates and power struggles - we’re all human beings who feel, live, breathe and suffer.

Hats off to Chris Hughes and Topman.