So there you are at the cinema with your date, settling in to watch a movie. Before the film begins, there’s an ad. And not just any ad. The words read: “Here to watch a romantic movie? You know what that means?” Kiss marks appear on the screen. “Don’t be shy!” And then the lights go out. Thanks to an infrared camera, we see certain couples exchanging tender kisses. When the lights come up again, Labello encourages them to “kiss more often”. Which is how the lip balm launched its new stick on International Kissing Day, July 6. Missed your chance? Don’t worry: Labello believes everyday is kissing day.