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Viva Glam Gaga 2 was launched in March |
INTERNATIONAL. MAC Cosmetics and Lady Gaga are further supporting their Gaga 2 Viva Glam Lipstick and Lipglass collaboration, with the creation of a digital, interactive movement on www.Vivaglam.com.
Over the past 17 years, the MAC Aids Fund has raised more than US$218 million for HIV/AIDS-related charities, solely through the sales of MAC Viva Glam products. The new movement aims to demonstrate the effect each individual has in the fight against HIV/AIDS. Dubbed “Glam This Way,” the campaign puts the power of the MAC AIDS Fund into the hands of MAC’s fans, allowing them to serve as the voices of the brand, further raising awareness of HIV/AIDS among those in their own social networks.
To join the movement, consumers should visit www.VivaGlam.com and click on the “Join Now” icon. By following some simple instructions they can upload an image of themselves, which will then transform into a sequin and become part of the collective matrix of others who have also joined the movement – each showcasing their own “Glam”.
In addition, Viva Glam messages can be shared via email, social networks, Facebook or Twitter in order to further educate others about HIV/AIDS awareness and encourage them to join the movement.
The more each user shares the Viva Glam message, the more prominent their image within the circle and the larger their “Total Glam” becomes. When exploring the Glam or matrix, users can see their own and others’ “Total Glam”, along with a history of their own efforts on behalf of the movement.
To celebrate the efforts of all those who have joined the MAC Viva Glam movement, Lady Gaga’s friend and stylist Nicola Formichetti will create a couture masterpiece composed of the fans’ images. Gaga will wear this piece of art this autumn to celebrate her fans and support HIV/AIDS awareness, the MAC AIDS Fund and Viva Glam.
The global platform is available in a total of nine languages including English, Chinese, Korean, German, Spanish, Portuguese, Hebrew, French and Italian.
MAC has also announced that Lady Gaga will donate US$1 from the purchase price of each special edition of her new album Born This Way bought in North America to the MAC AIDS Fund.
ABOUT THE MAC AIDS FUND
The MAC AIDS Fund (MAF) was established in 1994 to support men, women and children affected by HIV/AIDS globally. MAF is a pioneer in HIV/AIDS funding, providing financial support to organisations working with underserved regions and populations. As the largest corporate non-pharmaceutical giver in the arena, MAF is committed to addressing the link between poverty and HIV/AIDS by supporting diverse organisations around the world that provide a wide range of services to people living with HIV/AIDS. To date, MAF has raised US$218 million exclusively through the sale of MAC’s VIVA GLAM Lipstick and Lipglass, donating 100% of the sale price to fight HIV/AIDS. For more information visit www.macaidsfund.org
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