M.A.

C COSMETICS:
VIVA GLAM CAMPAIGN

H O W I T A L L S TA RT E D . .
M.A.C Cosmetics was founded in 1985 by Frank Angelo and
Frank Toskan
In 1994 both founders partnered with the M.A.C Makeup Artists
and created the M.A.C Aids Fund
This was created in hopes of raising money and awareness to
help support those with and who are affected by HIV/AIDS

VIVA GL AM
M.A.C Cosmetics emerged with their ideas to help raise
awareness of HIV/AIDs when the disease affected the Makeup &
Fashion world and was getting stigmatized as a gay disease
This is when VIVA GLAM was born
VIVA GLAM was the first Lipstick created to raise awareness for
the disease, while 100% of the profit goes to M.A.Cs Aids Fund
This was one of the best decisions M.A.C has ever made and
the campaign has been successful ever since

THE CAMPAIGN
Over the years M.A.C has had many celebrities endorse the VIVA
GLAM products. The VIVA GLAM spokespeople are chosen
because of their diverse and influential personalities.
Each spokesperson comes out with their own exclusive
lipstick/lip gloss shade that has their signature printed on the tube.
The endorsed lipsticks are only available for a limited time and
are sold for $16.00 each.

S O M E

F A C E S

O F

V I V A

G L A M

P A S T

VIVA GL AM 2015:

USE OF COMMUNICATION
To increase the brands credibility, M.A.C gives new products to be
tried and reviewed to many different beauty websites and blogs. This
way the products speak for themselves.
M.A.C holds VIVA GLAM gala and fundraiser events annually
Social Media sites such as Facebook, Instagram & Twitter are
used
With the use of celebrity endorsement, M.A.C is able to gain a new
audience and fan base each time a product is launched.

S I G N I F I C A N C E O F C A M PA I G N
MAF is the heart and soul of M.A.C Cosmetics
Just on VIVA GLAM lipstick/lipglass sales alone, they were able
to raise $315 million dollars for HIV/AIDS and their programs
MAF has become the biggest corporate funder that is nonpharmaceutical
There are many other groups and fundraisers that have come out
of this campaign and continue to make it successful.

http://www.macaidsfund.org/home/