Yes, your parents' lubricant of choice is attempting to transcend its sexual image. Astroglide, a sexier silicone-based lube, which debuted in 1993, has taken a sizable bite out of K-Y Jelly's sales. As a result, the makers of K-Y are marketing the product's more mainstream uses.

This June, New York's swanky W hotel is launching an exhibition celebrating the nearly 100 year-old substance, curated by Madame Field herself. Allegedly, K-Y is good for more than "personal lubrication". The slimy stuff also doubles as a lip-gloss, hair gel and - when mixed with eye shadow - a long-lasting, but certainly sticky, body paint.

But will the Astroglide generation accept K-Y into their make-up bags? Only time will tell. One thing is for certain - it's best to keep that shiny new lippy under wraps until everyone at the office catches on.

"101 Alternative Uses for K-Y Liquid" by Patricia Field
At the W, 59 Lexington Avenue, New York during June

EC