Since Richard Madeley stepped in to present 'Good Morning Britain' on Monday viewers have been trying to adjust the colour on their TV sets. Why? His new tan is something you rarely see outside a bottle of Tropicana - and nobody's really sure what's glowing on.
Covering everyone's favourite asshat, Piers Morgan, Richard himself commented on his new neon look during Wednesday's show, saying that, with his makeup on top he looked like a "pumpkin". Sure Ricky, it's the makeup (eyeroll emojis everywhere).
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His comments came in response to the wave of social media posts excitedly tweeting about his tan - and namely how orange it is.
Richard and his GMB co-presenter Charlotte Hawkins were knee-deep in an interview with Made in Chelsea's Mark-Francis Vandelli when the reality TV star joked about Richard's new look.
"Were you in Barbados or Mustique?" quipped Mark-Francis "Your tan is phenomenal."
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Charlotte added: "You're trending on Twitter apparently, because of this!"
Richard made the common BS excuse: "I was in the south of France for two weeks, came back a few days ago just before the start of this, but I agree with you. It's looking a bit orange!
"It can only be make-up, I think. But no, there is a tan underneath it. Sorry everybody if it's a bit pumpkin-like!" Sure, Richard. Sure.
Mark-Francis then backtracked: "I think it's great." Sure you do Mark. Sure.
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People at home also seemed to have a lot of fun talking about Richard's nuclear glow.
One tweeted: "Why has richard madeley got a trump tan and hair #GMB"
Another said: "What's with Richard Madeley's orange ace/ white ear combo"
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A third commented: "Did Judy Madeley not get worried when she saw an 'Oompa Loompa' leaving for work this morning? #GMB"
This comes after he caused a stir for another reason earlier this week: swearing live on air during an interview with Voice UK winner, Molly Hocking.
Good Morning Britain airs every weekday from 6am on ITV.
Topics: Celebrity News, TV News, TV Entertainment, Celebrity Entertainment