First it was milk, putting a creamy smear on the top lip of stars like Pixie Lott, Gordon Ramsay and Usher.

Now the awesome marketing power of the moustache has been deployed twice in a week. Absurdist nut lover Captain Tiptoes, a creation of Occasional Snack Co, is urging punters to photo themselves sporting fake bristles and post them online. And here’s West End ‘star’ (it says here) Adam Garcia, modelling a purple lip-tickler in honour of new energy shot Mune.

Next week: Tom Selleck does an ad for Magnum.