Gillette is asking Americans to Kiss & Tell in a promotion billed as a live experiment to find out if women prefer to kiss stubbly or smooth-shaven skin. The experiment will involve a tour of 15 cities across the United States.

The tour just began with simultaneous events in New York City and Los Angeles, with participants asking real-life couples to put a recent study to the test by making out in person with and without stubble. Then women can sound off about which facial hair style they find more kissable.

A survey fielded by Braun Research Inc. from November 27 to December 4, 2012, determined that nearly one out of three women have avoided kissing a guy because he had facial hair. More than half of women have experienced facial scraping or irritation after kissing a guy with facial hair. And more than half of the women surveyed said they have gone so far as to either avoid getting intimate or breaking up with a guy as a result. The survey also showed that 41% of women are likely to kiss a guy more often and more intensely if he is smooth shaven.

“Kissing is a crucial part of relationships,” said Gillette spokesperson, Marni Kinrys, dating expert and the founder of The Wing Girl Method. “It signifies intimacy between two people and is the starting point to building a meaningful connection and a longer-lasting intimacy. While stubble can be a good look on some men, waking up with facial skin discomfort or even a slight stubble burn is a less desirable side-effect for their partner.”

Through February 6, Gillette will invite women and their stubbly guys to take part in the Kiss & Tell live experiment. Actress and singer-songwriter Nikki Reed will lend a hand in New York, with Grammy Award nominated singer and songwriter Keri Hilson putting her kiss to the test at the Los Angeles stop, according to Gillette. In addition, television personality, producer, actress and designer Kristin Cavallari will join in at a Chicago tour stop, and singer, actress, TV personality and entrepreneur Adrienne Bailon will test kissability in Miami, the company said.

Gillette will be announcing the results of the national Kiss & Tell experiment on Valentine's Day, February 14. On that date, Gillette will host the world’s largest shave and kiss event with a surprise celebrity couple on hand. Hundreds of men and women will attempt to break two Guinness Book of World Records, the largest shave lesson and the most kisses in a minute.