As every dieter knows, a moment on the lips could spell a lifetime on the hips.
But now the adage has been turned on its head, with the creation of a lip gloss that claims to help women lose weight.
Sold under the slogan "Always on the lips. Never on the hips", Fuze Slenderize gloss is said to be oozing with ingredients that curb the appetite.
Lippy: New gloss claims to curb hunger pangs
If that weren't enough, the "guilt-free lip gloss" also claims to speed up the metabolism, while boosting energy levels.
One of the key ingredients is SuperCitrimax, a plant extract said to keep hunger pangs at bay and stop the body turning carbohydrates into fat.