Cerys Matthews naked cheeks

No, no, her face cheeks - Cerys is heading a campaign to encourage women (and, presumably, men) to go a day without make-up:

“We’re so used to all these images of perfection that we’re at the point where we don’t go out without make-up, which is ridiculous,” she says.

“I’ve got a daughter who’s four and she’s make-up mad. She’s into Shakira in a big way. It’s spooky how quickly she’s jumped aboard the ‘sexy painted lady’ look. I want her to grow up knowing she’s absolutely perfect just as she is.

“I like Tilda Swinton not wearing make-up on the red carpet and I hate it when people make fun of that. I think we forget how beautiful we can be without make-up, when you’ve been for a walk in the country and you’re glowing naturally.”

It's somehow - although the Wales On Sunday doesn't quite explain how - meant to raise money for the British Skin Foundation and, somewhat less nobly, to sell bottles of mineral water.