We chose Keith Haring not just because he was an iconic artist, but he is the epitome of what we are fighting for. Here we were: The 27th Viva Glam campaign.
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Photo credit: MAC What inspired this year's campaign honoring Keith Haring? We've had amazing spokespeople like Rihanna, Lady Gaga, Elton John, and Lil' Kim, all who aren't afraid to speak out just like us. It's funny when we do award show red carpets, because about 75 percent of the celebrities have been associated with MAC at some point in their career. Over the course of the years, we have had 50 celebrities associated with the Viva Glam campaign. I joined in on it in 1998, four years after the inception of the fund. It was the first time ever that a global beauty brand took a persona or characteristic of a man as a woman to represent a company, and thus began the Viva Glam journey.
That’s how the first Viva Glam campaign came to be starring RuPaul. Together, they discovered RuPaul at Woodstock in New York. The original campaign was done by Donald Robertson, who's a good friend of Frank and Frank. So from the beginning, the brand had a unique point of view. Until that point, there was no global beauty brand that truly embraced the idea of beauty for every gender, every size, every shape, and every color. How did the Viva Glam campaign begin?įrank and Frank created the brand because they saw a need to create something that brought the art of self-expression, creativity, and artistry to the world through inclusivity. "The little lipstick that could from the very beginning has raised over half a billion dollars since its inception 27 years ago," he says.Īhead, we talk more with Demsey about the history of Viva Glam, how the iconic campaign has changed (thanks to technologies like TikTok), and why the Keith Haring collection is the exact antidote you need for this year's holiday season. Though each Viva Glam lipstick is more gorgeous than the next, the charitable mission is arguably the best aspect of the campaign. "MAC was brand born out of pop culture, so we pluck rising stars who also use makeup as a way to express themselves and their iconic voices." Some have gone on to have their own cosmetics and beauty lines, he adds (take Rihanna, Lady Gaga, and Taraji P. "Even though our faces haven't hit peak fame yet, almost all of them grew up using MAC," Demsey says. The brand prides itself on tapping these talents before they reach full-blown fame. Through the years, MAC has collaborated with iconic faces like Lady Gaga, Mary J. "When the brand became successful in the '90s, the founders, Frank Angelo, who was a hairdresser, and Frank Toskan, a makeup artist who was his partner in business and in life, wanted to give back to the world who had given the brand so much," Demsey explains. The brand has donated every cent of the Viva Glam proceeds to HIV/AIDS organizations through the MAC AIDS Fund.
"Rather than feature somebody that's rising, we wanted to honor someone famous who died during the pandemic of the diseases we've worked towards fighting," John Demsey, executive group president of Estée Lauder Companies, says. Twenty-seven years later, the Viva Glam campaign is still one of the most profound social campaigns in beauty, with this year's collection being a tribute to the talented artist Keith Haring. The campaign, called Viva Glam, would fund and raise awareness for HIV/AIDS programs. Way back in 1994, beauty goliath MAC Cosmetics had an idea to team up with breakout names to release a yearly capsule collection of lipsticks and glosses. "Hearst Magazines and Yahoo may earn commission or revenue on some items through the links below."
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