Hold it the right way. The first thing about using chap stick is how to hold the stick. Most people only use a weak fingertip grip, resulting in looking like a pansy. Use a firm full fist manly grip so that everyone around you is confident of your masculinity.

Do not pucker up. When you apply chap stick, naturally our lips will extend to meet the stick. This technique should never be used to apply any product to your lips. Simply close your mouth and rub the chap stick all over. The other alternative is opening your mouth obscenely wide so as to make it clear this chap stick is not for any aesthetic purpose.

Be discreet. Most importantly, pretend that nothing ever happened as soon as the chap stick is out of sight.

Alternatively, kiss your girlfriend when she has chap stick on. This is arguably the most masculine and discreet way to apply chap stick.