Soft soap (7)
I believe the answer is:
flatter
<span class="explanation-format__ClueExplanation">'<span class="explanation-format__original">soft soap</span>' is the definition.<br/ ><br/ >This is all the clue.<br/ ></span>
(Other definitions for flatter that I've seen before include "Comparatively deflated" , "sugar" , "resort to cajolery" , "more lifeless" , "Less hilly; show to advantage" .)