The girls from TOWIE make no secret of the fact that they often go to extreme lengths to look their best – from hair extensions to lip fillers and boob jobs.
Over the weekend former TOWIE star Amy Childs and current favourite Danielle Armstrong revealed that they are backing a new campaign encouraging people to opt for 3D liposuction.
The campaign features posters showing Danielle and Amy dressed in surgical gowns and lying in coffins, alongside the message: "Are you dying to be beautiful?"
They both posted the images alongside slightly contradictory messages, encouraging women to be both confident about their body image and urging them to try non-surgical methods to improve their look.
Danielle wrote that she's tired of seeing people being pressurised by society into looking a certain way.
My reason for getting involved in this movement is simple. I see too many people risking their health all in the name of society pressurising them into being perfect. Having been subjected to horrible comments about my image and body earlier this year, I know all too well about the pressures we are under in society to look good.
She then went on to encouraging safe surgical enhancements.
I want to send a message out that nowadays there's so many effective non-surgical treatments out there that are safe and can help you achieve the look you want without risking your life. I urge boys and girls everywhere that are considering changing any part of them, to really research before rushing into anything and stop and think whether it even needs doing in the first place.
Many people were quick to accuse Danielle of being a hypocrite because she's had lip fillers and a boob job.
Others criticised her for promoting an advertising campaign and profiting from the insecurities of young women.
And some suggested that it's shows like TOWIE that normalise surgery and pressure women into changing their appearance in the first place.
Meanwhile, Amy was bombarded with comments calling her hypocritical as she's had two boob jobs and admitted recently to becoming addicted to lip fillers.
She received so many comments that she updated her post to defend her reason for backing the campaign.
Many people are calling me a hypocrite for getting involved in this campaign but I want to set the record straight. Being involved doesn't make me a hypocrite, it makes me educated. Yes, many people have pointed out I have in fact had surgery and I'm not going to deny that. The reason for me getting involved with this campaign is to highlight to young, impressionable girls and boys out there (like I was myself) that you shouldn't rush into the decision to go under the knife to change your body like I did.