People always think the beauty and fashion industry never gives back and all they do is create products to make more money. In 1985 the cult Canadian brand was created and are known for being fearless and outspoken when it comes to their makeup products. Years later, the founders of the company Frank Angelo and Frank Toskan collaborated with MAC artist to create the MAC AIDS Fund to provide help for the community living with HIV and AIDS. “Since 1994, MAC has raised over $270 million primarily through VIVA GLAM products”. For every lipstick sold, 100% of the profits are given to men, women and children around the world living with the disease. “The idea of VIVA GLAM was to celebrate life and the outspoken attitude of the company”.
The fund brought awareness to a disease that was effecting all ages, all races, and all sexes. They use celebrities as spokespeople for their national campaign in addition the spokesperson is given creative power to create the color of the lipstick and lip glass that represent them. The spokespeople they choose are heroes we look up to for their personal triumphs and positive influents on the communities. There have been over 20 spokespeople my personal favorites are Ru Paul who was the first spokesperson, Cyndi Lauper, Miley Cyrus, Lady Gaga and Elton John. “We’re working to ensure that under-served and marginalized people and communities, including sex workers, injection drug users and gay men have access to the prevention, treatment and care programs they need and deserve”.
Now this year MAC is kicking off the VIVA GLAM campaign with Caitlyn Jenner as the spokesperson and in my opinion the ad is very dull and so is the color. This is not the usual VIVA GLAM marketing and lip colors we all expect and love, I hope the next person/lipstick they choose is better than Caitlyn Jenner’s.