MAC Cosmetics - Viva Glam
Targeting - Beauty enthusiasts who not only seek high-quality cosmetics but also wish to make a positive impact through their purchases.
Core Theme of the Campaign -
What sets Viva Glam apart is its ability to seamlessly blend glamour with a noble cause. It transforms the act of buying makeup into a meaningful contribution to global health.
About the
Campaign -
The MAC Cosmetics Viva Glam campaign is a philanthropic initiative where the iconic beauty brand collaborates with celebrities to create special edition lip products, with 100% of the proceeds going towards supporting individuals affected by HIV/AIDS.
Formula applied by the Campaign to elicit customer action -
The standout feature of the Viva Glam campaign is its commitment to giving back – every lipstick or lip gloss purchase contributes directly to funding programs that address the most urgent needs of those affected by HIV/AIDS.
Business Title
A Look at
the Campaign
1. Celebrity Collaborations: The campaign regularly partners with influential figures in the entertainment industry, such as Lady Gaga and Rihanna, who contribute their creativity to design exclusive Viva Glam lip products.
2. 100% Donation: One of the most compelling aspects is that every cent earned from Viva Glam goes directly to the MAC AIDS Fund, which supports organizations globally working on HIV/AIDS awareness, education, and care.
3. Global Reach: With a presence in numerous countries, the campaign's impact is felt on a global scale, reaching communities and individuals in need around the world.
4. Limited Editions: The products introduced in this line are often limited editions, creating a sense of exclusivity and urgency for customers to participate in the cause.
5. Evolution of Shades: Over the years, the Viva Glam line has introduced an array of shades, ensuring there's a product to suit various skin tones and preferences.
6. Year-Round Commitment: While some campaigns are seasonal, Viva Glam maintains a year-round commitment to its cause, allowing customers to contribute whenever they choose.
7. Educational Initiatives: Beyond fundraising, the MAC AIDS Fund invests in educational programs to spread awareness about HIV/AIDS prevention, reducing stigma and promoting safe practices.
8. Community Involvement: The campaign actively involves MAC employees and customers in its charitable endeavors, fostering a sense of community engagement and shared responsibility.
9. Public Awareness Events: MAC organizes events and campaigns to coincide with global health awareness days, using its platform to amplify important messages about HIV/AIDS.
10. Digital Influence: Leveraging the power of social media, the campaign encourages customers to share their Viva Glam looks, creating a digital community united in both beauty and philanthropy.