Focus Humanitarianism Product Viva Glam Founded 1994 | Area served Global Owner Estee Lauder | |
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Type Operating public charity Method Funding direct care, Educational programs, prevention Founders Frank Toskan, Frank Angelo Profiles | ||
M∙A∙C AIDS Fund (M·A·F) is a public charity established in 1994 to support people living with HIV/AIDS worldwide. It donates funds to communities and organizations that offer services to people with HIV/AIDS and help to prevent the disease through educational programs. The fund is financed entirely by the sale of MAC Cosmetics' Viva Glam products.
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About the fund
According to a press release from the President's Emergency Plan for AIDS Relief announcing a partnership with the fund:
The M·A·C AIDS Fund, the heart and soul of M·A·C Cosmetics, was established in 1994 to support men, women and children affected by HIV/AIDS globally. MAF is a pioneer in HIV/AIDS funding, providing financial support to organizations working with underserved regions and populations. As the largest corporate non-pharmaceutical giver in the arena, MAF is committed to addressing the link between poverty and HIV/AIDS by supporting diverse organizations around the world that provide a wide range of services to people living with HIV/AIDS. To date, MAF has raised $380 million (US) exclusively through the sale of M·A·C’s Viva Glam Lipstick and Lipglass donating 100 percent of the sale price to fight HIV/AIDS.
Among the other organizations with whom the fund partners is the United Nations Foundation.
History
The M∙A∙C AIDS Fund was established in Toronto in 1994 by Frank Angelo and Frank Toskan. In 1985 they had co-founded MAC Cosmetics, initially a manufacturer of make-up for models and professional make-up artists. The fund's income came primarily from the sales of its Viva Glam product line and the sales of greeting cards designed by children with AIDS. In 1994, Angelo and Toskan sold 51 percent of their business to Estée Lauder Companies who then completed their acquisition of the company in 1998. In its board meeting of April 2004, the Mac AIDS Fund directors comprised Ian Ness, Charles Richards, Frank Doyle, Michael Laucke, Bruce Hunter and John Demsey served as Chairman. As of 2015, John Demsey, the Group President of Estee Lauder Companies, serves as Chairman of the Mac AIDS Fund's Board of Directors.
Viva Glam
The M∙A∙C AIDS Fund is supported exclusively by the sales of the MAC Cosmetics Viva Glam line which features lipsticks and lip glosses. MAC cosmetics donates 100 % of the earnings to the found which helps kids living with HIV around the globe .
In 2002, MAC Cosmetics also began to offer "Good Spirits" makeovers. The makeovers are free and designed to teach men and women, including transgender people, living with HIV/AIDS make-up skills that can make them look and feel better. Professional MAC make-up artists demonstrate techniques that can decrease the appearance of physical problems that may occur from medicine and treatment for HIV/AIDS.
Media campaigns
Over the years the fund has brought celebrity endorsers to their advertising campaigns, with Rupaul being the first one in 1994.
Mary J. Blige was named spokesperson for the 2001 Viva Glam III Lipstick alongside Rap Artist Lil' Kim. She returned for the 2002 Viva Glam IV campaign which also featured Elton John and Shirley Manson
On World AIDS Day in November 2002, a showing of the film Pandemic: Facing AIDS by Rory Kennedy (sponsored in part by MAC cosmetics) took place at the United Nations Headquarters in New York.
In 2004, Christina Aguilera, Pamela Anderson, Missy Elliott, Linda Evangelista, Chloë Sevigny and Boy George were named the spokespeople for Viva Glam V.
Fergie appeared on several magazine spreads for Viva Glam. She also became the fund's spokesperson for the global youth prevention initiative.
The Spring 2010 Viva Glam VI spokeswomen included Cyndi Lauper and Lady Gaga.
The 2012 Viva Glam spokespeople were Nicki Minaj and Ricky Martin, who is the first Latin American man to be asked to be a part of Viva Glam. They both created their own Viva Glam cosmetics. Minaj's was a light pink lipstick while Martin's was a lip conditioner. Minaj's lipstick becoming the best selling Viva Glam lipstick of all time, and she was invited back to front the 2013 campaign solo. The 2014 Viva Glam spokesperson was Rihanna, who raised 50 million for the MAC AIDS Fund. Miley Cyrus became the 2015 Viva Glam spokesperson, going on to outsell Nicki Minaj's previous best of $350m by over $50m. Miley's 2015 campaign raised $400m. Ariana Grande is the 2016 Viva Glam spokesperson.