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How MAC Viva Glam Pioneered the Idea of Magnificence Collabs

Nobody began this as a advertising and marketing marketing campaign. They did it as a result of they needed to assist those that really 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 utilize your mouth to unfold a message and it’s seen. The title, Viva Glam, got here from the thought of glamour, after all, and life.

Within the late Nineteen Nineties, when HIV and AIDS have been affecting folks of shade greater than anyone else, we partnered with Mary J. Blige and Lil’ Kim. In 2009, Girl Gaga got here to me and stated, “I saw Boy George in the window for a Viva Glam campaign and I wanted to do that myself.” These artists depart lots for the tradition.

Michael Thompson

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 are bigger than magnificence. A number of them did not all the time have picture-perfect tales. They have been gifted, they have been outspoken, that they had an edge and a standpoint that some folks did not agree with. That was polarizing, however the model is concerning the energy of elevating your voice, of utilizing your place to advertise change, and enabling make-up to remodel 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 concern of Attract. Learn how to subscribe here.

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