By Stef Schwalb
Founded in 1994, the MAC AIDS Fund was initiated by MAC Cosmetics to offer vital support to men, women, and children living with HIV and AIDS. Since that time, through the sales of its Viva Glam Lipstick Collection, Kids Helping Kids Cards, and the MAC Book of Cards, it has raised more than $32 million. These proceeds have been distributed around the globe to organizations that serve people afflicted with these diseases. The organizations use the funding for educational, awareness, and prevention programs in addition to supporting the elimination of prejudice and discrimination against those who are afflicted. Every cent of the selling price of MAC Viva Glam lipstick and lipglass is donated to the MAC AIDS Fund and directed to local and geographic regions where the need for HIV-related care is the most urgent. And in its tenth anniversary year, the MAC AIDS Fund shows no signs of slowing down.
The primary fundraising tool for MAC Viva Glam lipstick and lipglass has been its always creative and compelling celebrity-based campaigns. Renown names throughout the movie, music, and modeling industries are continually onboard to contribute their time and famous faces to the cause. This year proves no different. Celebs onboard for 2004 include Christina Aguilera, Missy Elliot, Linda Evangelista, Chloe Sevigny, and Boy George. The worldwide ad campaign that features these fab favorites was shot by well-known fashion and beauty photographer Michael Thompson. All of the stars sport a Viva Glam T-shirt designed by MAC especially for the shoot, and are made up to look simply marvelous.
In a press release concerning this year’s campaign, John Demsey, president of MAC, expressed this sentiment: “This is a meaningful year for the MAC AIDS Fund. In addition to our 10th anniversary and the fact that we have raised more than $32 million, we are thrilled to present five new faces for the Viva Glam V campaign. As AIDS – the greatest pandemic of our times – affects all areas of the arts. It is important that we continue to find icons who speak to worldwide demographics, not just to a MAC audience. Carefully chosen from fashion, music, theatre and film, each spokesperson holds international acclaim, is morally responsible, and has shown a true dedication to supporting the MAC AIDS Fund and spreading the Viva Glam message across the globe.”
The hues for this helping hand include the Neutral Pink with Pearl Lipglass (retailing at $13.50) and the Lustre Lipstick (for $14.00) and can be found at 750 MAC locations around the world. For more information about the MAC AIDS fund, log on to www.MACcosmetics.com.