M·A·C’s founders launched VIVA GLAM in 1994 in response to the HIV/AIDS epidemic directly affecting their community. To raise funds, they created the first VIVA GLAM lipstick, which gave back 100% of the selling price to organizations serving people impacted by HIV/AIDS. For VIVA 30th anniversary, we unveiled an expanded charitable mission focused on advancing equality and enhanced VIVA GLAM Lipstick lineup to create more opportunities for fundraising. International LGBTQ+ advocate Kim Petras was tapped as face of the campaign with her deep connection and support for the VIVA GLAM community.
Despite VIVA GLAM’s incredible three decades of impact, many younger consumers were not familiar with the program or how to support it. To better connect VIVA GLAM to the next generation of consumers, VIVA GLAM’s 30th anniversary campaign unveiled a newly expanded charitable mission centered around driving equality across the following four pillars:
- Sexual Equality: In addition to our longstanding support to charities helping people impacted by HIV/AIDS, VIVA GLAM gives back to organizations working to help members of the LGBTQIA+ community achieve their full potential and feel confident loving whom they love.
- Gender Equality: With reproductive and gender rights under assault, VIVA GLAM is committed to supporting local organizations around the world that advocate for the rights of people to have autonomy over their own bodies.
- Racial Equality: VIVA GLAM honours the beauty of diversity by advancing racial justice, equity and diversity via donations, internal advocacy and product inclusivity.
- Environmental Equality: VIVA GLAM pledges to do good for the planet through its support for organizations advancing environmental sustainability.
This expanded charitable mission enables VIVA GLAM to better address some of our global community’s most pressing challenges and connect the program to the next generation of consumers who will help us raise the next half a billion dollars for VIVA GLAM. This year we also released an enhanced VIVA GLAM Lipstick lineup in a new silky matte finish and brand new universal nude shade (VIVA Equality) to create even more opportunities for fundraising.
MAC VIVA GLAM’s newly expanded mission centered around equality enables us to better address some of our global community’s most pressing challenges and connect the program to the next generation of consumers. In addition to continuing its three decades-long support for people impacted by HIV/AIDS, VIVA GLAM gives back to organizations driving equality across the following four pillars:
- Sexual Equality: VIVA GLAM continues to support local organizations supporting people impacted by HIV/AIDS, some of which we have supported since VIVA GLAM’s early days like Broadway Cares/Equity Fights AIDS (VIVA GLAM has contributed over $5 million USD since 1997). VIVA GLAM will also continue to support organizations working to help members of the LGBTQIA+ community achieve their full potential and feel confident loving whom they love. One example is It Gets Better, which uplifts, connects and empowers LGBTQ+ youth. Their 2024 VIVA GLAM grant will be used to support “queer proms” across the United States.
- Gender Equality: MAC VIVA GLAM gives back to organizations advocating for the rights of people to have autonomy over their own bodies. This includes The Trevor Project, which will use their 2024 M·A·C VIVA GLAM grant to support LGBTQ+ youth through education programs, crisis prevention, and advocacy initiatives. M·A·C VIVA GLAM also supports a range of organizations dedicated to empowering women and girls, and has made grants over the past year to Adsum for Women & Children (Canada), Teens Key (Hong Kong), Woza Moya (South Africa) and the Committed Communities Development Trust (India).
- Racial Equality: VIVA GLAM gives back to organizations advancing racial justice, equity and diversity. In the United Kingdom, M·A·C has supported the Race Equality Foundation, which tackles racial inequality in public services to improve the lives of Black, Asian and minority ethnic communities, in addition to our longtime support for Ballet Black, which works to advance greater BIPOC representation in British ballet. M·A·C Canada also has supported Indspire, a national charity that invests in advancing educational opportunities for Indigenous communities across Canada.
- Environmental Equality: M·A·C pioneered beauty packaging take-back programs over 33 years ago with the BACK-To-M·A·C program. Recognizing the need for more action to protect the planet, M·A·C has formed a partnership with Plastics for Change to support their efforts to remove plastic pollution from coastal areas of India, while advancing socioeconomic opportunities for plastic collectors and their communities.
Key results:
- Earned social: Paid and organic influencer content generated over $5 million in earned media value (source: Tribe Dynamics) and over 75 million social impressions in the month following the campaign launch.
- Owned social: Content on MAC’s global and local social channels generated nearly 12 million social impressions.
- Press: Over 60 standalone press stories spanning 2.5 billion impressions, with coverage in Vogue, Harper’s Bazaar, People, Allure, Nylon and others.
Video for VIVA GLAM 30