As kissing contests go, this one takes more than the usual focus and enthusiasm to win.

And flashing a little tongue? Expected.

“Juicy is good. Long is good,” said Catherine Frost, director of marketing and new product development for Planet Dog, which runs the canine kissing contest. “And just the admiration and the love and affection the dog is showing the owner is good.”

Planet Dog, a Portland-based dog product company, began hosting Valentine’s Day parties five years ago to give dog lovers a place to celebrate the holiday, have fun with their dogs and mingle with other pet owners. Dubbed the Canine Cocktail Party, the casual evening event offered free drinks for humans and free treats for their dogs.

Last year Planet Dog added something new to the offerings: a dog kissing contest.

“We sort of upped the ante a little bit,” Frost said.

Ignoring the eww factor, Frost volunteered to be the kissee.

About two dozen dogs took turns licking Frost’s face as she sat on a heart-shaped dog bed. Nearby, a judge timed each kiss with a stopwatch and tried to gauge which pooch was most enthusiastic, which was most affectionate.

But it wasn’t all wagging tails and lolling tongues. A few timid pups balked at kissing a stranger.

“People were like ‘But my dog kisses me so much better,'” Frost said.

The winner, a mixed-breed named Macy, wasn’t one of the shy ones.

“She basically jumped on me and went for it,” Frost said. “For Macy it was no problem.”

This year, Planet Dog changed the rules to allow dogs to kiss their owners rather than Frost. But they’ll still be judged on focus, attitude and length of kiss. And, yes, slobber.

The more the better.

Although the cocktail party is free, the kissing contest will cost $5 to enter. The money will go to the Planet Dog Foundation, a nonprofit group dedicated to helping service dogs, police dogs and other working dogs.

The best kisser will win $75 worth of Planet Dog merchandise.

The cocktail party and kissing contest will be held on Feb. 12 at the Planet Dog Company Store at 211 Marginal Way in Portland. The party will run from 6 to 7:30 p.m. The kissing contest will start around 6:45 p.m. and dog owners can sign up for the contest at the party.

Your dog not up for a public smooch? Peanut butter is allowed for encouragement.