M·A·C VIVA GLAM Celebrates 25 Years: M·A·C and Planned Parenthood, Girls Inc., GLAAD and additional nonprofits
M·A·C Cosmetics has built cause into its brand since its inception—whether creating makeup for all skin tones, hiring diverse talent, or supporting social causes. In 1994, VIVA GLAM was created at the height of the HIV epidemic to make a difference in the lives of people living with or affected by HIV/AIDS—the program donates 10 percent of VIVA GLAM sales to HIV/AIDS programs around the world–$500 million to date.
But HIV has changed. Fewer people are infected and more treatments are available. So, MAC decided, on the anniversary of the program, to evolve its mission to also support girls and the LGBTQ community through the sale of VIVA GLAM lipstick under the newly renamed MAC VIVA Glam Fund. Its mission in 2019 was to underscore the heritage of the campaign and educate and spread awareness of the new, evolved mission, especially among the Generation Z demographic. The program was designed to donate 100 percent of the lipstick selling price to the MAC VIVA Glam Fund.
MAC undertook a year-long digital storytelling campaign that drove conversation at launch and at key moments throughout the year. The campaign kicked off with a re-creation of the original VIVA GLAM ad of 25 years ago featuring new models and influencers. It highlighted VIVA GLAM’s causes. One month later, MAC announced 18 MACtivists—artists, influencers and activists who set out to reach the brand’s online consumers and educate them on the fund’s new, expanded mission. Sharing videos and posts on social media, the MACtivists created buzz that was also shared by 19,000 MAC artists around the world.
MAC also spread awareness by sponsoring key events, including Life Ball, the biggest HIV/AIDS charity in Europe, Susanne Bartsch’s Love Ball in NYC, more than 30 PRIDE activities and other events. MAC also got employee buy-in as more than 800 MAC artists and corporate employees volunteered on World AIDS Day, December 1, 2019 in more than 30 countries.
In 2019, the MAC VIVA GLAM campaign sold more than 510,000 lipsticks, bringing the total amount raised to more than $500 million. The effort received more than 1.1 billion unique social media views, and boasted an engagement rate of 3.167, higher than the industry standard. More than 500 pieces of earned media coverage including in Forbes, Bloomberg, and New York Magazine.
In 2019, VIVA GLAM gave grants to more than 1,800 groundbreaking and innovative programs around the world which impacted 19 million people worldwide.
In 2019, Planned Parenthood experienced a 130 percent increase in its ROO to chat/text program and has seen consistent increase of user participation month to month. MAC continued to support APLA which provides services to people living with HIV/AIDS, reaching men, women and families in Los Angeles County.
For the 11th consecutive year, MAC’s Global Volunteer Initiative consisted of approximately 200 volunteer events across more than 30 countries by 1,800 artists and corporate employees, contributing 4,500 volunteer hours.