Long before celebrity beauty campaigns flooded our social media feeds, MAC’s Viva Glam was setting the standard. Since launching in 1994, the initiative has paired some of the world’s biggest stars with a mission to support people affected by HIV/AIDS, raising hundreds of millions of dollars through the sale of its signature lipsticks and lipglass. At a time when few beauty brands were openly addressing the HIV/AIDS crisis, Viva Glam helped bring awareness to the cause while proving that makeup could be a powerful vehicle for change.
Over the years, the campaign has enlisted an extraordinary lineup of ambassadors, from drag pioneers and supermodels to pop icons, actors and music legends. Each brought their own personality, style and star power to the initiative, resulting in advertisements that were often provocative, glamorous and impossible to ignore. Some became defining moments in beauty marketing, while others captured the spirit of an entire era. Here, we look back at ten iconic Viva Glam campaigns we’ll never forget.Long before celebrity beauty campaigns flooded our social media feeds, MAC’s Viva Glam was setting the standard. Since launching in 1994, the initiative has paired some of the world’s biggest stars with a mission to support people affected by HIV/AIDS, raising hundreds of millions of dollars through the sale of its signature lipsticks and lipglass. At a time when few beauty brands were openly addressing the HIV/AIDS crisis, Viva Glam helped bring awareness to the cause while proving that makeup could be a powerful vehicle for change.
Over the years, the campaign has enlisted an extraordinary lineup of ambassadors, from drag pioneers and supermodels to pop icons, actors and music legends. Each brought their own personality, style and star power to the initiative, resulting in advertisements that were often provocative, glamorous and impossible to ignore. Some became defining moments in beauty marketing, while others captured the spirit of an entire era. Here, we look back at ten iconic Viva Glam campaigns we’ll never forget.
1. RuPaul (1994)
The original face of Viva Glam, RuPaul helped launch the campaign in 1994 with a bold red lip and even bolder attitude. At a time when drag performers rarely fronted major beauty campaigns, the ad was groundbreaking and instantly unforgettable.
2. k.d. lang (1997)
Canadian singer k.d. lang brought a different energy to Viva Glam in 1997. Her campaign, which featured lang reclining in a barber’s chair while surrounded by pin-up inspired models, challenged traditional beauty standards and gender expectations.
3. Mary J. Blige and Lil’ Kim (2001)
Few campaigns captured early-2000s glamour quite like Mary J. Blige and Lil’ Kim’s Viva Glam collaboration in 2001. The pair embodied hip-hop luxury with glossy lips, diamonds and unapologetic confidence.
4. Shirley Manson, Elton John and Mary J. Blige (2004)
Elton John, Mary J. Blige and Garbage front woman Shirley Manson joined forces in 2004 for one of the campaign’s most star-powered partnerships. Their ad highlighted the global impact of HIV/AIDS awareness while delivering plenty of glamour.
5. Dita Von Teese (2006)
Burlesque icon Dita Von Teese brought Old Hollywood elegance to Viva Glam in 2006. Complete with vintage curls, corsetry and a perfectly painted red lip, the campaign remains a fan favourite.
6. Lady Gaga and Cyndi Lauper (2010)
When Lady Gaga teamed up with Cyndi Lauper in 2010, the result was pop culture magic. Their campaign helped introduce Viva Glam to a new generation and raised millions for the MAC AIDS Fund.
7. Nicki Minaj and Ricky Martin (2012)
Nicki Minaj’s pastel pink lipstick became an instant bestseller, while Ricky Martin’s involvement helped broaden the campaign’s reach in 2012. Together, they created one of Viva Glam’s most commercially successful launches.
8. Miley Cyrus (2015)
Fresh off her Bangerz era, Miley Cyrus brought her rebellious spirit and fearless personality to Viva Glam in 2015. The bright hot-pink lipstick perfectly reflected her larger-than-life image.
9. Sia (2018)
Known for keeping her face partially hidden behind oversized wigs, Sia delivered one of the campaign’s most artistic and visually striking advertisements in 2018. Her signature look made the campaign instantly recognizable.
10. Kim Petras and Danna Paola (2022)
Representing a new generation of global pop stars, Kim Petras and Danna Paola helped usher Viva Glam into its next chapter in 2022. Their campaign celebrated individuality, self-expression and inclusivity while continuing the initiative’s charitable mission.
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