Yessir, after licking his soup-coolers for the past 20 years LL was asked to become the new face of the lip balm "Chapstick"
"While normally targetted at female customers, Chapstick bosses believe LL Cool J will help them appeal to male consumers. Industry trade magazine Brand Week writes, "It's an obvious fit. LL has been licking his lips for 20 years. They'll get to speak to people who normally would not pick up Chapstick."
I remember a while back there was a rumor saying that couldn't stop licking his lips due to a rare illness that makes lips taste like cookie dough. Funny
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