MAC Celebrates 25 Charitable Years of Viva Glam

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In celebration of the 25th anniversary of the MAC Viva Glam lipstick collection, which has made history by donating 100 percent of proceeds to ending HIV/AIDS, MAC took inspiration from its archives and recreated the first Viva Glam campaign from 1994, enlisting Winnie Harlow to front the updated version. Along with the nostalgic campaign, MAC is bringing back its original Viva Glam I shade as the limited-edition Viva Glam 25 lipstick to mark the milestone year.

Since the inception of the Viva Glam program in 1994, MAC has raised 0 million for the fight against HIV/AIDS, donating to thousands of organizations and programs around the globe. This year, MAC’s philanthropic mission is expanding to also focus on underserved women, girls, and LGBTQ communities through generous donations to organizations like Planned Parenthood, GLAAD, and Girls, Inc.

According to Nancy Mahon, MAC’s global executive director, the community of MAC artists have always promoted diversity and pushed boundaries, working towards a global, inclusive vision. “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,” Mahon says. “In 2019, MAC will further that vision by evolving the mission to reflect the intersectional approach needed to end the epidemic.”

The Viva Glam 25 campaign is as big and bold as the original, with a peroxide-blonde Harlow spelling out “Viva Glam” in different poses, dressed in a red bustier and coordinating thigh-high boots to complement the siren-red lipstick. This year’s limited-edition lipstick bullet is done in a sparkly, festive tube to match the vibrant red, characteristic of its “brownish blue-red” tone. Over the years, MAC has tapped stars like K.D. Lange, Chloë Sevingy, Elton John, Pink, Mary J. Blige, and Sia to model and promote the charitable lipstick.

In addition to the new Viva Glam 25 lipstick, the Viva Glam II lipstick, and Viva Glam III lipsticks will also continue to be available to purchase, and every penny of the proceeds from any of the lipsticks in the collection will be donated to MAC’s mission to fight AIDS, support LGBTQ rights, increase education about sexual health, and further girls’ development.

Sign up now to get on the MAC Viva Glam 25 Lipstick waitlist via the MAC website. The Viva Glam 25 Lipstick will be available on May 1, 2019 at select MAC locations and online.

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createdAt:Mon, 15 Apr 2019 16:30:40 +0000
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