Love Island reality star Chris Hughes caused a stir last week when he told fans he was about to launch a new bottled mineral water infused with his own tears.
Chris has now revealed his Calvin Klein-style ad was just a ruse to get men to talk about their emotions.
At an event to mark World Mental Health Day, Chris admitted that L’Eau de Chris and his shoot with world-renowned photographer, RANKIN, was designed to symbolise the fact 84% of UK men say they bottle up their emotions and to raise awareness for CALM, the male suicide prevention charity for which Chris is now an Ambassador.
Speaking at the event, Chris said: “I suffered silently initially and that was the issue, there’s the phrase ‘suffering silently’ and that’s where things were tough for me, when I opened up to my mum things became easier and stuff…”
“Yesterday everyone was shocked that I had literally bottled my emotions in a water bottle infused with my tears.”
“And as the L’Eau de Chris name suggested, doing that would have been ludicrous; yet this is what men across the UK are doing every single day.”
“What’s really ludicrous is that suicide is still the single biggest killer of young men in the UK. We live in a culture that encourages men to ‘man up’ and bottle things up. That’s why I’ve become an Ambassador for CALM and why together with TOPMAN we want to show men across the UK that it’s okay to open up instead of bottling it up.”
He continued: “I’ve got personal experience of the benefits of opening up and expressing emotion, which is why I want to work with this incredible charity in its mission to making life less miserable for men across the UK. Our message to all guys is: however, you open up, just #DontBottleItUp.”
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
“L’Eau De Chris? No, ludicrous,” he says in the video. “Ludicrous that men bottle up their feelings every single day and ludicrous that suicide is the biggest killer in men under 45. This World Mental Health Day, don’t bottle it up.”