E.T.
I hate to say it, but that's exactly how a peanut butter allergy looks when it's developing. People don't realize that an allergic reaction doesn't occur on the first exposure or the second, it's usually the fourth or fifth. And each reaction is worse. So your son's first reaction was just a little redness on his face. His second was a red flush across his face. His third could be swelling or hives, or it could be trouble breathing.
Please get him allergy tested and keep all peanut products away from him until you know whether he has an allergy or just a skin sensitivity to one of the chemicals in the peanut butter. Although, if he had a skin reaction to ingested peanut butter filling, it's probably an allergy. (sorry!)