Billionaire tycoon Sir Richard Branson is inviting bids for the honour of shaving his legs for charity.
The owner of Virgin Airlines is hoping to raise more than £350,000 with the stunt, part of his preparation for dressing as a female cabin attendant on a special flight from London to Kuala Lumpur on May 1.
Sir Richard agreed to the terms after losing a bet to Malaysian airline mogul Tony Fernandes. He and the AirAsia tycoon wagered their new Formula One racing teams - Virgin and Lotus - would finish ahead of each other in last year's season.
Mr Fernandes' budget carrier said that a "successful bidder would be invited" to shave Sir Richard.
"As an AirAsia flight attendant, Richard would have to comply to our grooming standards, and that includes shaving his legs," Mr Fernandes said.
"Rather than shave him myself, Richard and I thought we could have a bit of fun, engage with our guests and raise more money for charity if we opened up the opportunity to the highest bidder," he added.
Proceeds of both the bidding and flight ticket sales will go to beneficiaries identified by Virgin Unite, Sir Richard's non-profit foundation.
A one-way ticket aboard the flight, which will also will feature a magician show and live bands, costs about £4,500.
Mr Fernandes has said he will let Branson keep his signature beard, but the 60-year-old entrepreneur would nevertheless be expected to wear high heels, put on some make-up and perform all of a flight attendant's responsibilities.