I was a bit late getting to this one, and it all finally clicked today. Thanks to everyone for being so circumspect with hints, and not spoiling the discovery of the 'ennobling transformation', which was indeed very clever, and well worth the wait and the patient effort. Definitely one of the most consistently satisfying Genius crosswords for a while!
Re: KY jelly... I've only ever come across this in the US, where it is a household brand.