Maybelline New York unveils charitable initiative for Chinese New Year

The ‘Diamond kisses’-themed initiative is designed to promote the launch of the brand’s Watershine Diamond Diamonds lipstick in Hong Kong and to encourage good will among potential consumers in the run-up to Chinese New Year.

Participants are invited to visit the Maybelline official fanpage and send new year greetings to friends via the ‘Kiss your friends’ icon. For each message sent, Maybelline will subsequently donate HK$0.50 to the children’s welfare organisation.

The programme will run until 28 February.

The Maybelline New York cosmetics brand is owned by L’Oréal.