What is self annointing

I have had several texts and phone calls from new hedgehog owners frantically explaining a "problem" with their hedgehog foaming out of its mouth. Please don't panic, this is normal and is called "self annointing". What is self annointing and why do hedgehogs do this? No one knows for certain (and we can't exactly ask and get a response from our hedgehogs;)
So what is self annointing? If you see your hedgehog licking a new or unfamiliar object and then they start twisting their little body like a contortionist and licking themselves, this is self annointing. It is thought that hedgehogs are trying to camouflage themselves with the new scent or just really enjoy the smell. Whatever the reasoning behind it, it is normal hedgehog behavior even though it looks quite strange and comical.
(We once gave our hedgehogs cut up strawberries as a snack and had to bathe them shortly afterwards. They annointed with the red strawberry juice and I had several red tinted hedgehogs!)
*Check out this adorable video of Stumpy self annointing :) Stumpy's mother overgroomed her when she was a tiny hoglet, so she is missing the tips of a few of her toes.