In today's world of inclusivity and visibility, it can be difficult to remember that not everyone was on the same page with the plight facing the then-known LGBTQ community in 1994. AIDS and HIV were decimating a population that was largely ignored, especially by the administrations of Ronald Reagan and George Bush. MAC Cosmetics, founded in Canada in 1984, was initially conceived for professional makeup artists. It was arguably the most popular makeup brand among fashion insiders and the gay community, many of whom were working as professional makeup artists or performing their artistic roles when it was launched.
The founders, Frank Tosken and Frank Angelo, decided to help this community that was part of their brand by introducing Viva Glam lipstick to raise funds for causes related to AIDS and HIV. The original red shade soon grew into many others, and to date, sales of Viva Glam lipstick have reached $525 million. in his 30sth anniversary, the brand has launched four new shades that reflect the reach of the charities MAC now supports to double that number. To kick off this next phase, the brand hosted the “Viva Glam Billion-Dollar Ball” on Wall Street in the basement of a former bank, complete with a massive vault for a glamorous nightclub-worthy evening that featured performances by two new Viva Glam ambassadors. -pop diva Kim Petras and Mexican singer Danna Paolo, who consequently rang the opening bell at the New York Stock Exchange across the street that morning.
The evening was introduced by model and influencer Alex Cosani, who wowed the crowd and welcomed MAC Senior Vice President and Global CEO Aida Moudachirou-Rébois. Moudachirou-Rébois took guests through the history of the brand's charitable arm and explained how 100 percent of the lipstick's retail price was returned. “It was sent to our partner God's Love We Deliver, homeless shelters and soup kitchens who welcomed this community with open arms and without judgment,” he told the room, explaining that the name refers to life and its purpose main to beautify.
He also reminded the audience of the iconic campaigns associated with the initiative. “We support bold and disruptive campaigns. In 1994, RuPaul, a black drag queen, was our first star when the industry was not ready for it, but now we have broken many more records thanks to this powerful mission,” she continued. While it is still being officially verified, the Viva Glam fundraiser has raised more money than any other beauty brand for this type of charity.
Moudachirou-Rébois presented four lipsticks born from three original shades and one new shade, explaining that the Viva Glam concept has expanded to address equality in four other areas: sexual equality, gender equality, racial equality and environmental equality that with names such as Viva Heart, Viva Planet, Viva Equality and Viva Empowered, which date back to the expanded initiative. Just like the original, these lipsticks will be donated with 100 percent of profits made.
Mac creative director Drew Elliot expanded on Moudachirou-Rébois' comments, saying the campaign helped a “kid from Indiana” believe in his ability to be whatever he wanted.
“Shout out to Amanda Lepore, who said, 'I love performing on big stages; It's much easier. That's what I love about Viva Glam; is the world's largest stage to create the largest platform to help people around the world, whether men, women or children, regarding AIDS/HIV, race/gender issues and the planet. For this queer guy from Indiana, it is the greatest honor to work with this brand,” she said. Currently, MAC works with 150 NGOs around the world and serves 19 million people each year.
Between speeches and events, guests including Serena Williams, Teyana Taylor, Lil' Kim, Lourdes Leon, Winnie Harlow, JT, Amanda Lepore and nightlife legend Susanne Bartsch explored a real vault full of fake money, ready to take selfies, examined and archival Viva Glam campaign and props, such as the original RuPaul suit that the pioneering “RuPaul's Drag Race” host wore, tried on (and saved) samples of Viva Glam lipsticks placed on tables flanked by enormous chandeliers that They dotted the raw cavernous space. Partygoers fanned themselves with giant fans spelling out equality and love as the abandoned Wall Street bank turned party space quickly heated up.
Petras took the stage with a witty comment: “What could be filthier than raising more than half a billion dollars?” Are you ready to get glamorous? she said before launching into a charming rendition of three of her songs, including “I Don't Want It At All,” a money-loving tune appropriate for the venue and the MAC's latest initiative, followed by the dazzling performance by Danna Paulo. When the guests left, each received the four new lipstick shades and were encouraged to choose her favorite.
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