US. MAC Cosmetics, owned by The Estée Lauder Companies, has repurposed its long-standing Viva Glam campaign to support 250 COVID-19 relief organisations in the US.
The beauty brand has made an initial donation of US$10 million to front line programmes such as Project Angel Food and Partners in Health that help high-risk communities in the United States.
Project Angel Food delivers emergency meals to the critically ill and hires out-of-work chefs and food service workers to cook and deliver the meals.
Partners in Health promotes community preparedness, installs infection control measures, and builds global supply chains to address the shortage of masks, gloves, and handwashing facilities.
In addition to the initial donation, the brand is also donating 100% of the proceeds from every sale of its MAC Viva Glam Lipstick to benefit various COVID-19 relief initiatives across the country. The funds will support vital services such as food supplies, medical information campaigns, testing, and the treatment of diagnosed cases.
MAC Cosmetics has invited customers to join the fight (from home) by purchasing the Viva Glam lipstick and sharing a message of support on Instagram with the hashtag #MACVIVAGLAM.
The MAC Viva Glam campaign was originally launched in 1994 as a community response programme for people living with and affected by HIV/AIDS. Since then, it has raised over US$500 million for the cause.
In addition to its COVID-19 support programmes, Viva Glam will continue to raise money to support women in at-risk communities, LGBTQ+, and people living with HIV/AIDS.
“Viva Glam has never been about one cause, but about support to vulnerable communities,” said The Estée Lauder Companies Executive Group President & Chairman of the MAC Viva Glam Fund John Demsey. “To leverage this 100% giving model to help people affected by COVID-19 is a continuation of the principles Viva Glam was founded on.”