As most of the trendy things in the US today find themselves just as trendy in Tel Aviv sooner rather than later, I bring you news of something new on the market which has the potential to change the dynamics, if not the very foundation, of the essence of Israeli romanticism (is that an oxymoron?).

It seems that a New York based cosmetic company, who go by the stylish name – Lotta Luv – have built quite a following specialising in lip glosses and balms based on well known Americas favourite food items such as Cheese Cheetos, Hersheys chocolate, Reese’s peanut butter cups and Twinkies.

Recently, they signed up Wrigleys, the chewing gum company and have announced they will be releasing Big Red, Juicy Fruit, Doublemint, Winterfresh and Wrigley’s Spearmint balms and glosses later this year. And with Wrigley now being owned by Mars, it is surely only a matter of time before Snickers, Milky Way, M&Ms, Twix and Skittles will join the product line.

OK, so maybe these are not necessarily the most exciting of flavours for the those Israelis who are not American Olim, but you know where I am going here.

It will take little to adapt this cosmoceutical innovation to the Israeli psyche. What charming Frecha will not want to please her man by wearing a Shawarma gloss or a Bissli balm? Surely, not one single member of the Arsim subgenus will be able to resist a pair of lips sporting a Falafel balm or Bamba gloss. Different partner, different night or just want to ring the changes ladies? Theres always Shislik, Humus, Krembo and Schnitzel!

And a thought just crossed my mind, maybe its time to re-release that classic movie – 9 1/2 Weeks!

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