An applicating machine for applying short lengths of flexible fibrous material having an adhesive coating to a surface. The applicator uses a pair of fingers to hold the fibrous material onto the surface of an applicating pad and a rod to strip the material from the fingers. The fingers are initially spaced from the pad to permit a measured length of flexible material to be moved between the pad and the fingers. The fingers are then retracted to a closed holding position. The fingers support the length of material during the severing of a short length of material by cutting means and while the applicating pad transports the severed strip to the surface for application. The measured length of the flexible material to be dispensed and applied, the applicating pad, and the fingers are moved downward the severed length of fibrous material being applied to a product. A reciprocating push rod places pressure on a portion of the applied flexible material holding the material against the product while the fingers and the pad are retracted. The fingers move to a lowered position to receive another length of fibrous material.