Romance publisher Mills & Boon has launched a nationwide search for a hunky new cover star to make readers swoon.
Loose Women star Denise Welch and Strictly Come Dancing's Robin Windsor are among the celebrity judges who will help to choose the first Mills & Boon Man of the Year.
As well as earning himself a luxury holiday for two, the winner will appear as the romantic hero on the cover of the publisher's Valentine's Day novel.
Welch said: "Mills & Boon heroes have been the subject of many women's fantasies, including mine, so I know what I'm looking for in the candidates for the title. But that's my secret!"
Windsor said: "I'll be on the lookout for somebody who not only ticks the looks box, but that also has the personality, strength of character and intelligence that has been made famous by Mills & Boon heroes throughout the years. It will make a nice change to experience life as a judge for once!"
Men who think they have what it takes to be a paperback heartthrob can apply on the Mills & Boon Facebook page. Entries close at midnight on Sunday October 11.
The public will be asked to vote for their favourite with the most popular entries making up the shortlist.
The judging panel, including Welch, Windsor and Hello! magazine editor Rosie Nixon, will select the final winner.
British publisher Mills & Boon was founded in 1908 and has specialised in romantic fiction for women since the 1930s.
Its novels have come under fire from critics for being low-brow and have also been branded misogynistic by feminists.