In 1994, M·A·C kicked off its bold Viva Glam campaign with its first spokesperson Ru Paul, announcing its 100 percent giving charity to fight HIV/AIDS around the world. Now, 25 years later, the brand is paying tribute to its inaugural iconic ad through a collaboration with Winnie Harlow, who stars in a recreation of the original campaign images.
Coinciding with the release of the visuals, the company has also announced it will expand its mission from serving the HIV/AIDS community to also now supporting women and girls and the LGBTQ community.
“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,” said Nancy Mahon, Global Executive Director, M·A·C AIDS Fund & Senior Vice President, Global Corporate Citizenship and Sustainability, Estée Lauder Companies. “In 2019, M∙A∙C will further that vision by evolving the mission to reflect the intersectional approach needed to end the epidemic.”
There are several initiatives in place to support the expanded mission. A special 25th anniversary lipstick in the original Viva Glam shade went on sale April 15, along with the Viva Glam II Lipstick and Viva Glam III Lipstick. Each lipstick retails for $18.50 and all proceeds will be donated to the Viva Glam Fund to support organizations dedicated to the health and rights for all ages, races and sexes. On May 1, the company will announce a new cast of “MACtivists,” including musicians, models and performers, that reflect the expanded mission and will help celebrate and spread awareness of Viva Glam over the year. Additionally, M·A·C Cosmetics will honor 10 heritage grantees with $25,000 each, along with three large grants to support the work of Planned Parenthood, GLAAD and Girls, Inc. totaling $1.3 million to further their work in the areas of sexual health, LGBTQ rights and girls’ development respectively.
Since its debut, Viva Glam has raised $500 million for the global fight against HIV/AIDS. The program has awarded 9,713 grants to over 1,800 groundbreaking and innovative programs and organizations around the globe, including God’s Love We Deliver, Lifelong AIDS Alliance, Open Hand/Atlanta, Inc. and Maison Du Parc.
“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 M∙A∙C AIDS Fund & Executive Group President, The Estée Lauder Companies. “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.”