Presenter Ben Shepherd is currently facing a wave of backlash following a controversial remark he made whilst presenting This Morning on live television earlier today.
Alongside co-host Cat Deeley, the former Good Morning Britain frontman sat down for a catch up on the ITV show with guest Gina Sigobodhla, who opened up about a rare procedure she'd underwent following the birth of her children.
Gina told the presenters that, for years prior to her controversial procedure, she'd struggled with a low libido and a huge loss of sexual confidence.
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The mother-of-three subsequently underwent a groundbreaking vaginal rejuvenation procedure to aid her discomfort, which saw her own blood injected into her vagina - which is known as a 'Vampire Wing Lift'.
"To be honest, most of the symptoms have reduced," Gina recalled, adding that the decrease in trips she has to take to the bathroom has been a lifesaver.
"You're waking up and you're still feeling quite tired and the dryness as well," she explained.
"I just feel that sensation has come back because I think it was after two to three months I started to feel something has actually changed."
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Women's Health Expert Dr Sarah Jenkins went on to explain how the procedure actually works: "When it comes to the treatment, we actually use tiny little botox needles, so it wouldn't even hurt any more than botox.
"And we inject into the clitoris, which is called the O-shaft, and we inject all around the vagina, and that basically helps to rejuvenate the skin."
Following the eye-opening discussion, Ben told Gina: "Sounds like you've got your smile back and your husband, I'm sure is enjoying it as well.
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"He's got his wife back, that must be really important for the two of you so thank you for sharing your story."
Despite possibly intending for the remark to go down as a light-hearted joke, Gina appeared rather blindsided by Ben's apparent innuendo, responding with an awkward giggle before agreeing and attempting to move the conversation on.
On top of this, earlier in the show, Ben appeared to have been once again making light of the subject area during a catch up with the Loose Women panel - despite Gina later opening up on the heartache she'd experienced after undergoing an emergency C-section at 27 weeks due to one of her twin's insufficient growth.
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This led to herself suffering from preeclampsia and pulmonary blood clots, leading to the tragic loss of her baby boy after just four months.
However, in a pan across to Loose Women star Coleen Nolan - who was discussing her new tattoo - Ben asked her: "I'm assuming Coleen's new tattoo is of me?"
Coleen then sarcastically responded, 'No, it's a vampire vagina!', to which Ben teased back: "Hold on, don't you have one of those already Coleen?"
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"It only comes out at night!" she replied.
As a result, Ben and his ITV co-stars have since come under fire from viewers.
"Poor woman doesn't look happy after they all just took the mickey," one viewer wrote.
While another went on: "They're all laughing at that woman, bet she's sitting on the sofa thinking what have I done, why did I come on this show."
Tyla has contacted ITV and Shephard's reps for comment.
Topics: This Morning, ITV, TV And Film, Celebrity, Health
Rhianna Benson