Answer: flatter

AnswerCrossword Clue
FLATTERBecome less effervescent (7)
flatter(of a color or a style of clothing) Make (someone) appear more attractive or to the best advantage
flatterMake oneself feel pleased by believing something favorable about oneself, typically something that is unfounded
flatterto praise excessively
flatterMake (someone) feel honored and pleased
flatterPlease (the ear or eye)
flatterLavish insincere praise and compliments upon (someone), esp. to further one's own interests
flatterGive an unrealistically favorable impression of
FLATTERButter up big-time
FLATTERUse oil on, you might say
FLATTERPraise effusively
FLATTERPraise insincerely
FLATTERBlacksmith's tool
FLATTERSoft-soap
FLATTER... than a pancake
FLATTERButter up
FLATTERApple-polish