The MAC Aids Fund was first introduced in 1994 by
Frank Angelo and Frank Toskan, the founders of MAC cosmetics. They make it
their mission to support people of all ages, races, men, women and children
affected by HIV/AIDS globally. They pioneer in HIV and AIDS funding providing
financial support to organisations working in underserved regions and with
underserved populations. As of today, they have raised over $220 million
USD.
How did they do this you ask? It all began with Viva Glam, the title given to their product line consisting of lipsticks and lipglasses (their version of a lipgloss).
Viva Glam is not only a product, it is also an effective cause marketing campaign. Viva Glam raises money for the MAC Aids Fund and believe it or not, a hundred percent of the proceeds is donated to the Aids Fund. They are sold exclusively through MAC stores worldwide and since 1994, they have produced seven exclusive Viva Glam product lines.
Their current Viva Glam campaign that is still ongoing today is endorsed by celebrities Nicki Minaj and Ricky Martin.
As you can see below, it is an image I took of the current Viva Glam campaign at my work which happens to sell MAC cosmetics.
How did they do this you ask? It all began with Viva Glam, the title given to their product line consisting of lipsticks and lipglasses (their version of a lipgloss).
Viva Glam is not only a product, it is also an effective cause marketing campaign. Viva Glam raises money for the MAC Aids Fund and believe it or not, a hundred percent of the proceeds is donated to the Aids Fund. They are sold exclusively through MAC stores worldwide and since 1994, they have produced seven exclusive Viva Glam product lines.
Their current Viva Glam campaign that is still ongoing today is endorsed by celebrities Nicki Minaj and Ricky Martin.
As you can see below, it is an image I took of the current Viva Glam campaign at my work which happens to sell MAC cosmetics.
Nicki Minaj's Viva Glam product is the pink flamingo coloured lipstick and Ricky Martin's is a lip conditioner.
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