Maybelline and Cosmopolitan’s Kisses for the Troops 2011

Maybelline New York Presents Cosmopolitan Kisses for the Troops 2011

Every year, Americans commemorate Veterans Day with ceremonies, parades, and tributes across the country. But in 2011, Cosmopolitan magazine and Maybelline New York added a vibrant twist to this tradition by joining forces with the USO (United Service Organizations) for a unique and deeply heartfelt campaign: Kisses for the Troops.

An Inspiring Collaboration

On November 11, 2011, Military Island in Times Square, New York City, became the epicenter of love, gratitude, and vibrant lipstick shades. The campaign invited women (and any willing participant) to put on a fresh swipe of Maybelline lipstick and kiss postcards, each destined for American service members stationed in Iraq and Afghanistan.

• Each lipstick-kissed postcard included a personal note of appreciation or encouragement.
• For every postcard collected, Cosmopolitan and Maybelline New York pledged to donate $1 to the USO, supporting various programs that bring comfort and morale to service members.
• Thousands of New Yorkers took part, braving brisk fall weather and crowds to show their support.

The Scene at Times Square: A Day to Remember

The energy in Midtown Manhattan was electric as crowds lined Military Island. Those present were treated not just to the joy of giving, but also to the vibrant community spirit that New York City is known for.

Participants waited patiently in lines, eager for their turn to choose from various shades of Maybelline lipstick provided at booths. The process became a fun, interactive experience, filled with laughter, cheer, and a sense of purpose.

How It Worked

1. Get Glammed: Volunteers and makeup artists from Maybelline offered touch-ups and new shades to all participants.
2. Kiss the Card: Attendees pressed a brilliant lipstick print onto themed postcards, adding their own handwritten messages for the troops.
3. Support Our Heroes: Each kiss translated to a dollar donation for USO initiatives, amplifying the campaign’s impact far beyond Times Square.
4. Big Delivery: All signed and kissed postcards were bundled and shipped overseas in time for the holidays, providing soldiers with a personal and heartwarming reminder that their sacrifices are valued back home.

Celebrity Appearances and Notable Support

Adding an extra layer of excitement to the proceedings, several celebrities lent their voices—and lips—to the campaign. The most notable among them was Lucy Hale, star of the ABC Family series “Pretty Little Liars”. On hand to kick off the event, she donated the very first kiss of the day and posed for photographs with U.S. Marines, including Corporal Daniel Medina and Corporal Zachary Quadland.

• Lucy Hale: Greeted fans, encouraged participation, and posed for media, becoming a face of the event’s message of love and support.
• The Rockettes: Famous for their Radio City Christmas Spectacular, The Rockettes joined the event, adding star power and holiday cheer.
• USO Volunteers and Military Personnel: Helped organize the crowd, facilitated logistics, and symbolized the bond between civilians and service members on this special day.

Media Coverage and Attention

The event drew the attention of major media outlets, who shared photos and videos of the crowd, celebrity interactions, and the dazzling display of patriotic enthusiasm. The combination of well-known brands, meaningful cause, and vibrant public action made Kisses for the Troops a staple highlight for Veterans Day coverage that year.

The Power of a Kiss: More Than Symbolism

While a kiss on a postcard may seem simple, the gesture took on deep meaning for both participants and recipients:

• Boosting Morale: U.S. service members stationed abroad often face isolation during the holidays. Receiving personalized, lipstick-kissed postcards provides a tangible reminder of appreciation and support from home.
• Fundraising: Each kiss equated to a direct financial contribution to the USO, enabling further initiatives to serve military members and their families.
• Community Engagement: The campaign fostered a feeling of shared gratitude, inspiring people to come together in a positive and uplifting way.

Behind the Scenes: Organization and Logistics

A campaign of this magnitude required careful planning and cooperation among several organizations:

From scheduling the event and securing an iconic New York location to coordinating shipping logistics for thousands of postcards, the groups worked seamlessly to turn a heartfelt idea into a resounding success.

The Impact: By the Numbers

• Thousands of postcards collected in a single afternoon.
• $1 per kiss directly donated to the USO through Maybelline and Cosmopolitan’s contributions.
• Countless smiles and memories forged among attendees, volunteers, and enthusiastic passersby.

While exact figures from the 2011 event may not be publicly available, similar past and future campaigns consistently resulted in significant sums for the USO and delivered thousands of personalized messages of encouragement to deployed troops.

Why the USO?

Founded in 1941, the USO has long provided programs and services that connect service members to their families, home communities, and the nation. Money raised through “Kisses for the Troops” bolstered:

• Entertainment programs and holiday care packages
• Airport and travel lounges for military personnel
• On-base support centers for troops and their loved ones

Personal Stories: Faces in the Crowd

Many participants shared their personal reasons for joining in:

• Veterans and military families eager to send their own messages of encouragement
• Young New Yorkers excited to combine fashion, fun, and a patriotic cause
• Tourists who stumbled onto the scene and added their kisses as an unexpected highlight of their trip

Media coverage frequently highlighted the emotional reactions of military personnel who received the cards overseas, with many expressing gratitude for the morale boost and unexpected connection to home.

How Lipstick Became a Symbol of Support

Makeup—and especially lipstick—has long been associated with confidence, femininity, and self-expression. In Cosmo’s hands, a swipe of color transformed into a humble gesture carrying enormous weight. For participants, it was a small act of beauty that translated into tangible comfort and support on the other side of the world.

Kisses for the Troops: A Lasting Legacy

The 2011 event marked the third annual Kisses for the Troops campaign, cementing it as a cherished tradition. Through such creative, impactful events, partners like Cosmopolitan, Maybelline, and the USO demonstrate how style and compassion can come together to make a positive difference.

Event Highlights in Photos

• Lucy Hale puckering up and sharing the first kiss of the day with a U.S. Marine – an iconic photo widely circulated in the media.
• Groups of smiling volunteers and military personnel lining up to take part.
• Maybelline makeup stations surrounded by eager participants, each choosing their perfect shade.
• The Rockettes mingling with the crowd, adding NYC glamour to the proceedings.
• Postcards bearing hundreds of unique lipstick imprints ready to be sent overseas.

(While this summary does not include images, the original event was widely photographed and covered online. Search for archival photos from Getty Images and Shutterstock or in features by Cosmopolitan and media outlets.)

Frequently Asked Questions (FAQs)

What was the main goal of Kisses for the Troops?

The main goal was to physically and emotionally support U.S. service members stationed abroad by sending them lipstick-kissed postcards and to raise funds for the USO.

Who organized and supported the event?

Cosmopolitan magazine partnered with Maybelline New York and the USO, with celebrity and volunteer support.

How did participants get involved?

Anyone visiting Times Square’s Military Island on November 11, 2011, could join by applying Maybelline lipstick, kissing a postcard, and writing a message to the troops.

How were the postcards delivered?

After collection, all kissed and signed postcards were shipped by the USO to military bases in Iraq and Afghanistan, timed to arrive around Christmas.

How did the campaign raise money for the USO?

For each postcard kiss, Maybelline and Cosmopolitan donated $1 to the USO, directly supporting programs for military members and their families.

Ways to Continue Supporting Troops

• Consider donating to organizations like the USO throughout the year.
• Send care packages and personalized letters via established nonprofit campaigns.
• Volunteer at local events or participate in military appreciation projects in your community.
• Spread awareness on social media every Veterans Day and Memorial Day to keep support ongoing.

Conclusion: The Enduring Power of Grateful Gestures

The 2011 Kisses for the Troops campaign in Times Square was a vibrant celebration of gratitude, beauty, and community spirit. By harnessing the playful power of lipstick and the collective energy of New Yorkers, Cosmopolitan, Maybelline, and the USO showed how even small gestures can travel across continents to uplift hearts—and support the heroes who serve.