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You have to give it to Holly Willoughby: the presenter isn't afraid to throw herself in the firing line in the name of television, between getting gunked, coming face-to-face with spitting alpacas and sitting down for a chat with Katie Hopkins.
All in a day's work eh, Holly?
The latest in her professional assignments saw the 39-year-old get her ears repierced live on This Morning.
During a segment on piercing trends on Thursday, Holly took to the medical couch to get her fresh set of piercings.
Holly explained that she originally got her ears pierced when she was 12, but rarely wears earrings as the holes close up too quickly.
"Every time I got to put an earring in my ear I practically have to repierce them," she explained. "It's horrible, it's really painful.
"So I never wear them except on Dancing On Ice on Sunday."
Speaking to the other volunteers who had their ears pierced prior to her, Holly says: "You guys are really brave and I feel like I'm going to let myself down," before asking the ear piercer "Do people pass out ever?"
Finally, the ear piercer sets to work with the piercing, as Holly winces her way through the procedure.
Meanwhile, co-host Phillip Schofield stood nearby supporting his friend and afterwards joked: " Well I'm so sick of hearing your screams!"
Last month it was Phillip Schofield who was forced to take one for the team, when he got spat on by an alpaca live on air.
In February, the This Morning hosts were joined in the studio by two alpacas - Spitfire and Pete - when, as the crew were preparing to go live, Pete decided to take aim at the 57-year-old presenter, spitting in his face.
When Holly and Phil went live on air, Holly took pleasure in showing the footage to audiences, giggling "It's one of the best things I've ever seen."
Never a dull moment, This Morning.
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