US cult brand Tarte Cosmetics is pushing its #kissandmakeup project with a new online initiative.
First launched in 2016, the brand will leave a kiss emoji on consumers’ social media feeds every time a trolling remark is left.
Whether it is a rude comment or consumers ‘fighting’ with each other, Tarte’s goal is to end hateful language online.
The brand has also called upon its customers to do the same.
It released a lipstick set, comprising five shades, which was available for customers to purchase on National Kiss and Makeup day (25 August); 20% of sales were donated to the Tyler Clementi Foundation.
The colour cosmetics brand partnered with the non-profit organisation last year and asked customers to take pictures with a lipstick mark over their lips to raise awareness.
Clementi fell victim to cyberbullying in 2010 at Rutgers University in New Jersey, US, and ended his life just days later.
With the rise of the internet, it has become easier for children and adults to post and receive hateful comments online.
Over 80% of teenagers in the US are now found to use a mobile device, making them even more susceptible to online bullying.
Research from the National Crime Prevention Council has shown that over 40% of students in the US will fall victim to some form of cyberbullying, with girls more likely to be trolled online.
Meanwhile boys were found to be the those acting out different forms of bullying.