While there’s still a little charm under that permatan, it’s getting tougher for him to sell the goods on only a smile.

Though Permatan Tone seems to find it quite funny.

Call her the Donatella Versace of Downtown, but without the permatan and peroxide.

He made his announcement outside Caxton House, one of his many Westminster offices, looking as wan as it is possible to be when you have a permatan.

I couldn't see much of his face, owing to the distance and the volume of traffic between us, but he was wearing sunglasses and was either dark-skinned or had a permatan.

It’s quite an achievement for someone still in his thirties, and I’m expecting to meet someone with an LA-style permatan, a Rolex watch and a personal assistant in tow.

Absent from my mind since last May, here he was again with his Permatan nicely buffed up, his pink-shirted chest glowing out between the lapels of his darkly tailored suit.

But that's not a rationale for a permatan: The risks of basal-cell and squamous-cell carcinoma “are linked to cumulative UVB radiation — the more exposure, the greater the risk.”

A man famous for his Savile Row suits and permatan, he was criticised for failing to cut short his summer holiday in Greece after the Omagh bombings in 1998.

The star, famed for his toned torso, permatan and appearance as a mentor on ITV1 talent show Splash! said: "It's surreal because I just do diving because I love doing it.