MAC’s Viva Glam 2020 campaign featuring Rosalia. Image supplied.
Every year MAC Cosmetic fans excitedly wait for the news of who will be featuring in the brand’s annual Viva Glam campaign. For 26 years this collaborative campaign has raised $500 million globally towards the MAC Viva Glam fund to support healthy futures in those living with HIV/AIDS and equal rights for all. With stars such as Lady Gaga, Rhianna and Nicki Minaj fronting the campaign in previous years – this year Barcelona-born singer, songwriter and record producer – Rosalia is taking the stage.
This Grammy-Award winning artist has established herself globally as a unique, dynamic feminist who inspires self-expression and represents creativity and individuality – all values that are core to MAC’s VIVA GLAM mission- where 100% of the lipstick selling price supports healthy and futures and equal rights for women, girls and the LGBTQ+ communities while maintaining its decades-long support for those living with HIV/AIDS. This year MAC has also dedicated $10 million to go towards 250 organizations around the world that are on the front lines serving communities affected by the COVID-19 pandemic.
“We are beyond proud to join forces with the incomparable Rosalía, who will elevate the M•A•C VIVA GLAM campaign to new levels this year. Aside from her epic voice and coveted style, Rosalía is deeply committed to improving the lives of people living with HIV/AIDS around the globe, especially those most vulnerable, including women, girls and the LGBTQIA+ community,” says John Demsey, Chairman of the MAC Viva Glam Fund & Executive Group President, The Estee Lauder Companies Inc.
Rosalia’s Viva Glam collection extends to three new pinky shades in both matte and satin finish – Viva Glam I, an intense brownish, blue-red (matte) Viva Glam II, a creamy, subdued pinkish-beige mauve (satin) Viva Glam III, a muted brown plum (matte). 100% of the profits from each lipstick sale will go directly into the MAC Viva Glam fund and will be available for purchase from all MAC locations and online from September 24th 2020.