MAC Cosmetics refreshes Viva Glam campaign for 30th anniversary

By Sarah Parsons | Published: 31-May-2024

The make-up brand has named Kim Petras as the charity campaign's face and renamed the iconic lipsticks

MAC Cosmetics has named singers Kim Petras and Danna Paola as the faces of its 30th anniversary Viva Glam campaign. 

The Estée Lauder Companies-owned make-up brand launched the CSR initiative in 1994 to raise awareness about HIV/AIDS programmes. 

The annual campaign sees all sales of the Viva Glam lipstick line-up donated to grassroots equal rights charities worldwide. 

Previous ambassadors for the charitable push include RuPaul, Miley Cyrus and Lady Gaga. 

"Serving as the face of MAC Viva Glam has always been a rite of passage for the most legendary artists in the world,” said Petras. 

“I have to pinch myself every time I remember it’s now my turn to represent the campaign."

Mexican singer Paola will also serve in the campaign and said that she hopes the opportunity will empower other women. 

"Growing up in the spotlight, it has taken a lot of courage to live as my authentic self and claim a seat at the table of my own career journey,” she added. 

The Viva Glam campaign has raised US$520m for charity, according to MAC. 

“Despite the incredible progress MAC Viva Glam has made over the past three decades, there is still so much more work to be done to create a more equal future for everyone," said Aïda Moudachirou-Rébois, Global Senior Vice President/General Manager, MAC Cosmetics.

"We hope this campaign inspires the next generation to join us in raising the next half-billion dollars so we can continue making a meaningful impact on communities that need it most."

To promote the anniversary, MAC has renamed its Viva Glam lipstick line to reflect the initiatives it supports. 

Viva Heart (formerly Viva Glam I); Viva Planet (formerly Viva Glam II) and Viva Empowered (formerly Viva Glam III). 

Viva Equality in a new addition to the line-up that is said to be a mid-tone nude that compliments all skin tones. 




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