Having raised more than $520 million and counting through their VIVA GLAM lipsticks, M·A·C continues their mission on AIDS awareness and prevention that started 30 years ago.
It all began in 1994 when M·A·C founders Frank Toskan and the late Frank Angelo created the VIVA GLAM lipsticks. The endeavor emerged in response to the epidemic, seeing how HIV/AIDS was directly impacting their community in Toronto. They donated 100% of the selling price to organizations that were supporting those affected by HIV/AIDS. As of today, and 30 years later, Viva Glam has raised over $520 million (and counting).
READ ALSO: Stewards Of The Future: Meet Lifestyle Asia Gala’s 2023 Philanthropic Excellence Awardees
Despite such tremendous efforts, there are still more than 39 million people globally who are living with HIV. The population particularly impacted are young women, adolescent girls, gay and bisexual men, transgender women, and racial and ethnic minorities. As per the HIV/AIDS and ART Registry of the Philippines (HARP), more than 1,100 are confirmed positive today.
Funds raised from VIVA GLAM lipsticks go to charity such as the non-profit Positive Action Foundation Philippines Incorporated (PAFPI). The organization’s mission is to empower HIV-positive individuals so they may live happy and productive lives amidst a supportive society. It is M·A·C’s way to continue the fight against the spread of new HIV-related infections and deaths.
M·A·C brand general manager, Audrey Laglagaron passionately shares, “This is one of the most meaningful causes or parts of the M·A·C DNA. We’re very very proud that since 1994 the sales of all of our VIVA GLAM lipsticks (the entire selling price less VAT), every single peso, every single day in 365 days, goes to our partner charities of choice. This is something that we’re very consistent in and something that is really part of our brand DNA.”
Transforming lives one lipstick at a time
M·A·C invited artists, digital creators, and key opinion leaders to visit the H4 Ward of San Lazaro Hospital. This is another way that M·A·C continues the battle of AIDS prevention and control.
Kate Kohchet-Chua, M·A·C’s consumer engagement executive intimates, “We visited the H4 Ward of San Lazaro Hospital with our partner NGO PAFPI and some guests (EJ Nacion, Teree Daisuke, Mela Habijan, Daniella Roi, and Jorence de Limos). We do this annually during World AIDS Day on December 1 as they have been the long-time beneficiary of the VIVA GLAM Fund locally.”
A press luncheon followed the San Lazaro Hospital visit. It was an intimate gathering held at the Admiral Club Manila Bay – Malayan Lounge, Admiral Hotel Manila. Members of the media were invited to help raise awareness about the important cause.
M·A·C revealed: “During the COVID-19 pandemic, it was noted by the Department of Health (DOH) that HIV testing decreased by 61% and HIV treatment initiation decreased by 28%–signifying a delay and decrease in treatment, a result of the lower accessibility, delivery and financing of HIV-related health services and programs in the community.”
Admiral Hotel’s team offered their warm hospitality, led by general manager Matthieu Busschaërt. Sharyn Wong, country manager of Estee Lauder Companies, Inc. was also present during the event.
A brand ethos centered on giving
In a brand video, M·A·C’s global chief marketing officer, Aïda Moudachirous-Rebois said, “Giving back to our community has always been core to our brand DNA, and we are proud of the incredible strides M·A·C VIVA GLAM has made in helping people affected by HIV/AIDS over the past three decades. However, there are still millions of people around the world who continue to be impacted by the epidemic.”
Furthermore, Moudachirous-Rebois shared, “This World AIDS Day serves as another key moment to rally our community around our mission of creating an AIDS-free generation.”
The brand invites all: “This World AIDS Day, put your money where your mouth is by purchasing a M·A·C VIVA GLAM lipstick at a M·A·C store near you.”
For more information follow M·A·C on Facebook (facebook.com/maccosmetics), Instagram (instagram.com/maccosmetics), and YouTube (youtube.com/maccosmetics).
Banner photo courtesy of M·A·C Cosmetics Philippines.
