CHOCOGYNY

by The Chocolate Dictionary

Smooth and beautifully shaped, yet underneath it all a soft heart and a sweetness that lingers in the memory.

Chocogyny is the description of women, by themselves or by others, in terms of chocolate – smooth-skinned, sweet-hearted, etc. – especially where the description comes wrapped in Milk Tray associations. The actress Natalie Portman once described herself as more of a chocolate bar than a hard sex symbol. June Brown – Dot Cotton in the BBC’s Eastenders – said when she was young she had lips like Mayfair chocolates, i.e. as luscious as rose crèmes. In April 2012 the Daily Mail described Pippa Middleton (as she was then), as a Hazelnut Whirl in the chocolate box of life. And the American model Estelle Reyna became the marketing inspiration for kitchen appliance company Le Gourmet because of her “luscious pout”, “curvaceous body”, and “chocolate brown bedroom eyes”.

Chocogyny has long been a rich source of material for advertisers. In the 1960s, TV ads for Rowntree’s (now Nestlée’s) Dairy Box portrayed the assortment as wholly in terms of the floaty and “cool blonde” seen advertising them. “You’ll find her on the pure white box,” the creamy voiceover informed us, “as smooth and as beautiful as the milk chocolates inside it: made with almonds from Majorca, brown sugar from the Caribbean, and ripe English strawberries. Choose all this, and more,” the succulent invitation oozed on, “from blonde, silky, cool, milky, Dairy Box”.

Dairy Box is a cool blonde, according to the ads. (image from: YouTube)

In a 1979 ad for Fry’s Chocolate Cream, a man saying goodbye to his girlfriend as she was about to board the Orient Express, waxed lyrical about how the chocolate bar would always remind him of her: slim, dark, sophisticated yet underneath, a soft heart and a sweetness that would haunt him forever.

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