He's too touchy feely

I have been seeing this guy for almost a year now. We have been friends for a few years and we started things out very slow. Things have progressed a lot in the last 6 months and now he is starting to annoy me. He texts me constantly and if I don't reply within 15 or 20 minutes he starts "joking" around about how I am too busy for him. When we hangout he is all over me which normally I like but it's ALL THE TIME. Like he said "I love you" 10 times in the first 5 or 10 minutes I was there. After the 5th or 6th time I stopped saying it back because we were watching something interesting on tv and he would ask "did you hear me?" Ugh lol. In my head I was thinking um yes but I have already said it back a million times in the last few minutes. All this is topped off with so much touching it's insane. He like holds on to me for dear life the entire time we are watching tv or doing anything. I can't even watch a show because he will kiss and touch me so much I lose track of what's going on. He touches and kisses my face so much that when I leave his place after 2 hours my makeup is completely messed up and it looks like I have absolutely no foundation on my face because its probably been wiped off by his hands and mouth. Basically I feel smothered. I know most women want affection but this is too much. How do I tell him nicely to be less affectionate?