Chris Hughes bottling his own tears might be L'Eau de Chris. But what's really ludicrous is that suicide is still the biggest killer of men under 45.
Along with new research showing that 84% of UK men say they bottle up their emotions, Chris revealed that L'Eau de Chris and his shoot with world-renowned photographer, Rankin was actually a bit of fun designed to send a message to men around the UK - open up, #DontBottleItUp. Join us in saying #DontBottleItUp this World Mental Health Day.
You don't have to bottle it up. CALM has a free and anonymous helpline and webchat open 5pm to midnight every day, for any man who is struggling or just wants to talk.
Worried about someone?
If you're concerned about a friend or family member it can be hard to know what to say. We have tips and advice on how you can support someone.
Four ways to support the campaign
Join the Campaign Against Living Miserably – for you, for your mates and for all men. With dedicated campaigning and positive action in the worlds of sport, comedy, music, art and beyond – we can help men cut away the restrictions on self-expression and celebrate living. #DontBottleItUp.
Join CALM >
The limited edition promotional run of L'Eau de Chris water bottles created for Chris's campaign launch will be auctioned here until 31 October in support of the #DontBottleItUp campaign. (Auction opens at 10am)
Bid now >
As modelled by Chris himself. To mark World Mental Health Day, Topman launch their Pants Pledge, which means £2 from every single pair of Topman underwear sold between now and the end of October will be donated to CALM.
Grab a pair >
Meet Chris | The full #DontBottleItUp story