To launch Maybelline Color Sensational Lipstick on Facebook we introduced: KISS TAGGING - An innovative Facebook Application by Maybelline that allowed women to tag their man with their own Color Sensational Kiss in any Facebook photo. They had 4 different kisses to choose from: The Passionate Kiss, The Innocent Kiss, The Elegant Kiss, and The Simple Kiss! And women could choose to ‘Kiss and Tell’ or ‘Kiss and Don’t Tell’. The Kiss Tagging Application could only be activated after a user likes Maybelline’s Facebook page. The application also had a very effective viral component. Whenever a woman chose to ‘Kiss and Tell’ the Kiss Tag would appear on the wall of the person she kissed. And it would automatically generate a news feed that appears on her home page and that of the person she kissed, notifying all their friends.

During the one month of the activation we managed to recruit 11,231 users to 'like' our Maybelline New York Beirut Facebook page. 85% of which were women, and15% were men. The Kiss Tagging application generated 36,830 kisses. And 92% of the people chose to kiss and tell, resulting in 33,147 kisses and news-feeds posted on people’s walls.