San Paulo - (Mine's A Stella): "Maybe she's experiencing heat rash chafing - a form of brazilian depilation nappy-rash?" one helpful beer-lover commented today in the escalating row.
The blonde twenty-something American socialite has upset Sao Paulo femminists with her intimate beer can TV antics.
They reckon Hilton is demeaning the status of empty-headed peroxide bimbos by rubbing a can of cold Devassa beer against parts of her itsy-bitsy micro bikini.
The TV drink has caused uproar among the country's Women's Secretariat mostly because dozens of indiginous Brazilian strumpets were turned down for the promo.
Devassa - which means 'naughty' - is the country's top selling blond beer brand.
In America Paris Hilton is revered as a sex symbol, the epitome of desirable female lifestyle and a leading role model for millions of US wannabes.
European celeb-watchers reckon the snake-themes Cobra brand is much more up Paris's alley.
