Maybelline and Cosmopolitan magazine have teamed up to build a "Kiss Station" on New York City's Military Island in Times Square this Veteran's Day, where each brand will match a $1 donation to the USO per postcard that is kissed with lipstick to a service member in Iraq or Afghanistan for New Year's Eve.
The tradition reenacts the iconic nurse and sailor kiss from 1945, when President Truman had announced the Japanese surrender and subsequent end to World War II over the Times Square scroll. Two million people quickly flooded into Times Square immediately after, both jubilant and relieved that the long, hard war had ended.
Actress Malin Ackerman and new Maybelline spokesmodel Lisalla Montenegro will be on hand to help collect kisses for the cause, where we're sure both beauties will draw in their fair amount of attention. Maybelline will provide some of their best-selling shades in the Color Sensational lipstick for use in the fundraising event. We expect to see a seasonal smattering of deep hues mixed amongst the classic pink, nude and reds favored by the retro-classic smooch lovers.
If you're not located near New York but still want to show your support, you can 'kiss' a virtual postcard that will receive donation matches by both companies, as well as, be sent to the troops via the Internet later this season. You can also text "KISS" to 84944 in order to donate $10 to the USO and all the services they offer our service men and women.
We love it when beauty giants step up to the plate. Other do-good brands? The Body Shop and Avon.
In related news, Marisa Miller has shed her wings to focus on the troops.