How MAC Viva Glam Pioneered the Idea of Magnificence Collabs — Historical past

Nobody began this as a advertising marketing campaign. They did it as a result of they needed to assist those that actually wanted it. The giving mannequin to HIV and AIDS organizations was unprecedented: We leveraged lipstick to assist charitable efforts on an enormous scale. Lipstick is nice for fundraising — you employ your mouth to unfold a message and it’s seen. The identify, Viva Glam, got here from the thought of glamour, after all, and life.

Within the late 1990s, when HIV and AIDS had been affecting individuals of coloration greater than anyone else, we partnered with Mary J. Blige and Lil’ Kim. In 2009, Woman Gaga got here to me and stated, “I noticed Boy George within the window for a Viva Glam marketing campaign and I needed to do this myself.” These artists depart rather a lot for the tradition.

Since 1994, MAC has had 46 of essentially the most influential icons related to Viva Glam, and we love working with them to create conversations which might be bigger than magnificence. A number of them did not at all times have picture-perfect tales. They had been gifted, they had been outspoken, they’d an edge and a viewpoint that some individuals did not agree with. That was polarizing, however the model is in regards to the energy of elevating your voice, of utilizing your place to advertise change, and enabling make-up to rework lives.

We have raised greater than $500 million for AIDS analysis, however statistics are simply issues to speak about. Viva Glam is a tapestry of neighborhood tales and that is what issues. To have the ability to proceed it’s actually a blessing. — As informed to Paige Stables and Brennan Kilbane

This story initially appeared within the March 2021 situation of Attract. Learn to subscribe right here.

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