For 25 years the brand has been aiding consumers battling with HIV and AIDS
Beauty giant MAC Cosmetics has teamed up with supermodel Winnie Harlow to celebrate 25 years since the brand’s Viva Glam campaign launch with RuPaul.
The iconic initiative helps consumers around the world suffering with HIV or AIDS.
For the make-over, Harlow recreated the legendary drag queen’s red leather outfit, make-up, hair and poses.
First launching in 1994, at the height of the AIDS epidemic, today the brand has raised US$500m for the global battle against the disease; funding Positive East, HIV Ireland and National AIDS Trust projects.
MAC has also called upon a powerhouse of talent, including Sia, Elton John, Miley Cyrus, Ricky Martin and Mary J. Blige to help raise awareness and drive sales of its Viva Glam lip products.
“Viva Glam is truly at the heart and soul of MAC Cosmetics and it all started with a lipstick and focused mission to HIV/AIDS,” said John Demsey, Chairman of the MAC AIDS Fund.
He added: “This year represents 25 disruptive campaigns, led by 28 outspoken celebrity talents and over $500m raised, but it also marks a quarter century of unmatched purpose and passion for our employees, artists and partners around the world.”
The brand has also announced it is expanding its philanthropic reach to campaign for equal rights for LGBTQ communities.