Rap veteran LL Cool J is in talks to become the unlikely new face of 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."