MAC celebrates 25 years of life-affirming campaigns with Viva Glam : Moodie Davitt Report

Change your lipstick. Change a life.

Every cent of the selling price of Viva Glam Lipstick is donated to support the health and rights of people of all ages, all races and all genders. Over 25 years, MAC Viva Glam million globally.

Glam for Life: 1 Viva Glam lipstick buys 254 condoms to prevent the transmission of HIV.

Glam for Acceptance: 1 Viva Glam lipstick purchases a full day of meals for two homeless LGBTQ+ youth.

Glam for Right: 1 Viva Glam lipstick tests 14 pregnant mothers for HIV to support the health of women

MAC Cosmetics is launching a limited-edition lipstick into travel retail to celebrate the 25th anniversary of the MAC Viva Glam campaign.

Viva Glam was created in 1994 at the height of the HIV epidemic to make a meaningful difference to the lives of people affected by HIV/AIDS.

In the intervening years, Viva Glam has raised an extraordinary US$500 million for the global fight against HIV/AIDS, helping over 19 million people last year alone.

Viva Glam I lipstick features an exclusive 25th-anniversary design and an intense brownish blue-red (matte) hue. It is available in travel retail from 1 May.

“Viva Glam is truly the heart and soul of M·A·C Cosmetics and it all started with a lipstick and focused mission to end HIV/AIDS,” said John Demsey, Chairman of the MAC Aids Fund & Executive Group President, The Estée Lauder Companies.

This year’s campaign features Canadian fashion model Winnie Harlow, who is a public spokesperson for the skin condition vitiligo. She was born in 1994, the same year Viva Glam was introduced. That fact, and her extraordinary journey from bullied child to supermodel and spokesperson for challenging stereotypes, makes her an apt choice for the 25th anniversary campaign.

“This year represents 25 disruptive campaigns, led by 28 outspoken celebrity talents and [marked by] US$500 million raised, but it also marks a quarter century of unmatched purpose and passion for our employees, artists and partners around the world. Our 100% giving model is among the first in the world and allowed us to create change at a scale we never could have imagined.”

The funds raised over the years have enabled 9,713 grants to over 1,800 innovative programmes and organisations around the globe, including God’s Love We Deliver, Lifelong AIDS Alliance, Open Hand/Atlanta, Inc. and Maison Du Parc.

Viva Glam I lipstick features an exclusive 25th-anniversary design available in travel retail from 1 May.

MAC has combined glamour with a rigorous funding approach, working with a stellar line-up of talent over a quarter of a century, including Sia, Miley Cyrus, Elton John, Mary J. Blige and Ricky Martin. Every cent of revenues raised from the sale of Viva Glam lip products has helped fund HIV/AIDS programes around the world.

John Demsey, Executive Group President of The Estée Lauder Companies and Chairman of the MAC Aids Fund, speaks out on the Viva Glam landmark anniversary and the heritage of the campaign

What will you be doing for the 25th Anniversary of Viva Glam?

We will be showcasing a global movement and year-long social series that boldly tackles conversations on health and rights around topics of HIV/AIDS, Women + Girls and LGBTQ. We will share the history of our programme and inspiring stories from the community, provide artist and partner resources and invite a new generation to participate — all while raising millions of dollars for our 600+ global partners through the sale of the Viva Glam lipstick.

What will be new with MAC Viva Glam?

As we begin to be able to imagine the end of HIV, we want to ensure we carry forward the founders’ original vision with funds continuing to go to the most vulnerable and underserved communities affected by HIV/AIDS. As we mark 25 years of Viva Glam, we will expand our giving to other marginalized populations, particularly young women and girls and the LGBTQ community.

Where did the name Viva Glam come from? Why do you exclusively use Lipsticks for fund-raising?

The name VIVA GLAM came from the idea of life and glamour-of course. When the founders of MAC Frank Angelo and Frank Toskan (below), started Viva Glam in 1994 they decided to use a lipstick as the fund-raising mechanism because it is a bold statement of colour on your lips which are used to project your voice and spread a message.

What does this anniversary mean to you?

Viva Glam is truly the heart and soul of MAC Cosmetics and it all started with a lipstick and focused mission to end HIV/AIDS. This year represents 25 disruptive campaigns, led by 28 outspoken celebrity talent and over $500 million raised, but it also marks a quarter century of unmatched purpose and passion for our employees, artists and partners around the world.

Our 100% giving model is among the first in the world and allowed us to create change at a scale we never could have imagined.

Viva Glam: A look back over 25 years

Today, MAC said, the HIV epidemic looks very different than it did in 1994. AIDS-related deaths have fallen by 50%, over 21.7 million people have access to medication, and there are 47% fewer new HIV infections globally.

As the HIV field continues to make what MAC Cosmetics described as “incredible advances”, the US beauty house said it will look to support populations “left behind in this progress” – mainly women and girls and the LGBTQ community. Such a mission resonates with the brand’s consumers and the “MAC family”, the brand company said.

How it all began: Viva Glam and the MAC Aids Fund were created in 1994. The HIV/AIDS battleground may have shifted in the intervening quarter of a century but many people and communities remain left behind.

MAC Cosmetics will honour ten heritage grantees that have been Viva Glam grantees from the beginning with US$25,000 each. Additionally, three large grants totalling US$1.3 million are being made as part of MAC’s expanded vision to support the work of Planned Parenthood, GLAAD and Girls, Inc. to further their work in the areas of sexual health, LGBTQ rights and girls’ development respectively.

“Since 1984, MAC and our amazing community of artists have challenged norms, heralded diversity and pushed boundaries – the work that MAC Viva Glam has done is the global realisation of that vision,” said Nancy Mahon, Global Executive Director, MAC Aids Fund & Senior Vice President, Global Corporate Citizenship and Sustainability, Estée Lauder Companies.

Loud and proud: In 2018 the MAC AIDS Fund partnered with Australian singer Sia to unveil a matte warm red lipstick to support the cause.

“We now have testing and treatment needed to end AIDS – now we need to address head on the inequities and stigma that prevent women, girls, and LGBTQ communities from seeking and staying in treatment. In 2019, MAC will further that vision by evolving an expanded mission that reflects the intersectional approach needed to end the epidemic.”

Every cent of the selling price of the Viva Glam II Lipstick, Viva Glam III Lipstick and the new, limited-edition 25th anniversary Viva Glam 25 Lipstick in the original Viva Glam I shade, will be donated to support the health and rights of people of ‘All Ages, All Races and All Genders’.

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