Elizabeth Arden, it's the name on everybody's lips and on their... well. Among all of the unexpected claims to emerge from Prince Harry's memoir, Spare, perhaps none is so surprising as those about his 'todger'.
Following the release of his explosive book on Tuesday, the Duke's revelation that he once used Elizabeth Arden cream on his penis has gone viral - and sent the brand's name trending on Twitter.
For anyone unfamiliar with The Duke of Sussex's comments, he explained how he was injured after taking part in a fundraising expedition to the North Pole.
Unfortunately, his noble efforts came at a personal cost, though. The Prince suffered frostnip on his penis - and he was "borderline traumatised" by the injury.
Keen to find a remedy, he applied Elizabeth Arden cream to the affected area.
In the days since the book's release, the internet has been going wild over the candid confession, perhaps taken aback by Prince Harry's choice of treatment.
Now, Elizabeth Arden appears to have broken its silence on the matter. Posting to its Twitter account, the brand promoted its Hyaluronic Acid product, by praising its usefulness during colder months.
The conveniently-timed promotion read: "You've heard all the buzz about plumping Hyaluronic Acid, but did you know it's extremely helpful during the colder months? The trick is to apply it to damp skin — HA pulls the moisture from the environment into the skin."
In response, people were quick to make the connection between the brand's message and Prince Harry's admission. "Can you confirm if this will help with a freezing todger?? Prince Harry says it does??" read one reply.
Another claimed: "Elizabeth Arden is trolling #PrinceHarry." Meanwhile, someone else said: "Elizabeth Arden realising there's no such thing as bad publicity."
In Spare, Prince Harry details how he did not come up with the idea of using the cream on his penis but did so at the suggestion of a friend. An extract reads: "I'd been trying some home remedies, including one recommended by a friend, she'd urged me to apply Elizabeth Arden cream.
"'My mum used that on her lips, you want me to put that on my todger?!', 'It works Harry, trust me'."
Buckingham and Kensington Palaces have refused to comment on the contents of the book, which hit the shelves earlier this week.
Spare has been released at all book stores and can be bought online here.
What are your thoughts on Harry's new book? Have your say in the comment section below.
