Rock legend and Kiss bassist/co-lead vocalist Chaim Witz, better known to fans as Gene Simmons, has posted a "No Make-Up Selfie" on his Facebook page in aid of breast cancer research.
Simmons, who is known for his outlandish facepaint, demonic stage persona, and exceptionally long tongue, said he was inspired to post the mobile-phone self portrait or "selfie" after learning of the danger now facing millions of women's breasts.
"I've always been a big supporter of [breasts]" said the ghoulish rock star. "In fact, you could say it's why I got into the music business. When I heard that these puppies can get cancer and, like, fall off and shit, well, I knew I had to do something".
Simmons joins millions of others, mostly women, in making what one activist described as a "brave public show of our own vulnerability".
Breast Cancer Awareness spokesperson Mandy Moorehead: "By showing the world what he actually looks like, instead of his more comfortable stage character of The Demon, Mr Simmons is making a powerful statement of how easily he could be humbled by this still rampant disease".
"At least," added Moorehead, "if he were actually a woman".
Though the move has earned him praise from many quarters, notably absent is the backing of his Kiss bandmates, particularly "spaceman" lead guitarist Ace Frehely.
"It seems like a chick-thing" said the guitar legend. "Maybe if it was something guys could get too. Like butt cancer. And we could all post pictures of our butts. That'd be awesome".