Why are people putting Burt's Bees lip balm on their eyes?

People are putting Burt's Bees lip balm on their eyelids – and no, you shouldn't try this at home. 

Doctors warn against 'beezin'' trend as people apply lip balm to

Burt's Bees Illuminating Eye Balm - 0.25oz : Target

Why Are Kids Rubbing Burt's Bees On Their Eyelids? Let A Millennial Explain - Gothamist

Millennials - Page 2 of 5 - In The Know

Gen Z - Page 12 of 49 - In The Know

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Why are people putting Burt's Bees lip balm on their eyes?

Burt's Bees Shea + Coconut Oil Paper Tube Lip Balm - 0.34oz : Target

Gen Z - Page 12 of 49 - In The Know

Medicated Lip Balm