To mark the 40th anniversary of the first AIDS related death in the UK, ITN Productions partnered with the British HIV Association, Elton John AIDS Foundation and Terrence Higgins Trust to produce a program titled HIV at 40. It premiered on World AIDS Day and featured a 4-minute segment of M∙A∙C VIVA GLAM, the brand’s iconic giveback program which has raised over $500,000,000 for the fight against HIV/AIDS and supporting healthy futures and equal rights for women, girls and the LGBTQIA+ communities.
To this day, it’s very rare for a beauty brand to donate 100 percent of the selling price from a product or collection to philanthropic causes — and yet, M·A·C Cosmetics has done exactly that for a whopping 27 years now with its VIVA GLAM campaign. For those who don’t know, VIVA GLAM was created in 1994 in response to the HIV/AIDS epidemic that they saw impacting their community.
The beauty of M·A·C is that inclusivity and giving back are as intrinsic to the brand’s DNA as beautiful makeup colors and artistic textures are. Take their long-standing VIVA GLAM campaign, which the brand started in 1994 with a single red lipstick to raise awareness and funds for the fight against HIV/AIDS.
In honor of World AIDS Day, M·A·C Cosmetics, fashion designer Gareth Pugh and writer/director Carson McColl, organized a candlelight vigil at Carnaby Street in London to honor the millions of people around the world who have died from AIDS. This year is particularly significant, as it marks the 40th anniversary of the of the first reported case of AIDS, as well as the 27th anniversary of M·A·C Cosmetics’ 100% giveback program to the cause, VIVA GLAM.
November 30, 2021 /3BL Media/ - Since 1994, M·A·C VIVA GLAM has raised over $500,000,000 globally to support healthy futures and equal rights for all. For the iconic giveback program's 27th anniversary, M·A·C Cosmetics has teamed up with The Keith Haring Foundation to create three special-edition Lipsticks in the late artist's signature primary colour palette that give back 100%.
Over 30 years ago, M∙A∙C Cosmetics helped usher in a new era for recycling cosmetics products through the creation of the Back-To-M∙A∙C takeback program. The program remains popular among consumers around the world looking for sustainable ways to discard their empty containers which are typically difficult to recycle.