The fab five were chosen as icons who speak to worldwide demographics and not just a makeup audience. "Each spokesperson holds international acclaim, is morally responsible, and has shown a true dedication to supporting the AIDS Fund and spreading the Viva Glam message across the globe," president John Demsey says. The global ad campaign, shot by renowned fashion/beauty photographer Michael Thompson, debuted this month and features each of the stars wearing a special Viva Glam V shirt.
MAC, the cosmetics company that does everything its own way – who else would have used RuPaul as an image model – has been, for the past 10 years, raising funds from the proceeds of certain lipsticks to help fight the HIV/AIDS pandemic and provide support to those already living with it. Since 1994 the fund has made more than $32 million from sales of lipstick, Kids Helping Kids greeting cards, and the sexy and imaginative Deck of Cards. The AIDS Fund has become more than just MAC’s charitable arm, it is considered the "heart and soul" of the company.
Viva Glam V, just launched last month, consists of a sheen-filled neutral pink luster lipstick, and a glossy mid-tone neutral pink frosted lipglass which are now available in MAC’s 750 locations around the world. One hundred percent of the sales of these will go to the MAC AIDS Fund, which distributes to organizations worldwide that provide direct care services and daily essentials to those afflicted with the virus, that offer HIV/AIDS education, awareness and prevention programs, and support the elimination of prejudice and discrimination against infected individuals.
AIDS is a big problem – 45 million people across the globe are living with it, and 95 percent of them in developing countries. It is most urgent in Africa, but preventive measures must be taken in Asia, which is expected to be the new epicenter of the epidemic unless well-planned programs are put in place now to help contain and manage the impact.
A very glamorous brand for a very unglamorous disease. It’s often easy to forget the rest of the world when you’re covered under layers of tinseltown makeup, but MAC uses its magnetic machinery to help make consumers make connections. Who knew a little tube of lip color could do so much?