This Morning viewers nearly spat out their breakfast cereal today as they watched a woman undergo a vaginal rejuvenation procedure live on air.
First thing on Wednesday, presenters Holly Willoughby and Phillip Schofield hosted a segment about a 30 minute ‘designer vagina’ treatment so quick it can be carried out in a lunch hour.
Volunteer Annie Wardle, 37, had the procedure live in the studio while Holly quizzed her about why she wanted to revitalise her private parts.
Viewers found the segment both baffling and hilarious, with one person wondering why they were seeing ‘foo foos on daytime TV’.
Holly Willoughby couldn’t keep a straight face as she watched Annie have the procedure
Annie lay on bed wearing a hospital gown while a doctor performed the procedure using a probe.
Viewers were told the probe, which resembled a gun, moved backwards and forwards inside Annie and heated up, and she compared it to having a ‘hot stone massage’.
The procedure lasts just 30 minutes. A labiaplasty by the doctor would take just 20 minutes.
Annie looked relaxed while she was filmed having the procedure, which remarkably was performed by the studio’s floor to ceiling window.
Viewers were shocked by the procedure, questioning why it was shown on morning television
Viewers were shocked by the segment, with many Twitter users questioning why it was happening on live TV.
One tweeted: ‘Not sure how Phil is keeping a straight face right now!!’
‘Imagine popping onto TV to have your vagina tightened up,’ another posted.
A third said: ‘As if this is happening in front of the window!’
‘I cannot believe people are receiving treatment on their vag live on lunchtime TV,’ a fourth wrote.
Annie said her privates weren’t as elastic as they used to be but is happy with how theylook
A fifth joked: ‘What am I watching??? Foo foos on morning TV (puts down the porridge).’
Annie explained that she wasn’t having the procedure to change the appearance of her privates, but said she was keen them to be rejuvenated after having children.
She said: ‘Now I’m a little bit older, I’ve noticed that skin in all areas of my body the elasticity of it is not the same. It’s more for prevention tightening up my pelvic floor as well.
‘I’m quite happy with the look of it. Ten years ago I wouldn’t have even dreamed of it, but it’s more maintenance.’
The ITV chat show included a mock up of what the procedure involves, showing a probe entering the body and moving up and down
The procedure costs around £1,200 and his pain free, though patients will have to come back and get top up treatments to maintain the cosmetic work.
One of This Morning’s resident doctors Dr Zoe Williams explained why more women are choosing to get designer vaginas.
She said: ‘This is a new thing and we know its inevitable that changes down below will occur after babies but also as we get older things tend to get laxer and looser, but this rejuvenation is quite a modern thing it’s quite a new thing.’
‘The only way most women are able to compare what they have with other women is by watching pornography and we know that women in pornography are not a true representation of the huge diversity of what women look like down below,’ Dr Zoe added.
Dr Zoe Williams said more women are getting designer vaginas thanks to a lack of diversity in porn
‘It’s a bit like ear lobes, some people have small ones, big ones, one bigger than the other, oval ones. We have this skewed view of what is normal because of what we see in pornography.’
At the end of the segment Phil pointed out that the windows weren’t actually see-through so those outside of the studio couldn’t see the procedure.
‘I think it’s important that we point out that these windows behind us are in fact one way glass! For anyone who happens to be walking past on the South Bank today you can’t see in,’ he laughed.