MAC Cosmetics is celebrating the 27th annual Viva Glam Campaign with an homage to American Pop Artist Keith Haring. Since 1994, MAC Viva Glam has raised over $500 million globally in the fight with AIDS and other social issues through 100% of the sales of Viva Glam lipsticks. This year’s edition boasts a trio of lipsticks in Keith Haring’s signature primary colour palette.
The artistic parallels between Haring and M·A·C are evident: Haring’s inimitable street pop art sprang into the epicentre of New York’s artistic subculture in the 1980s, right when M·A·C launched as the definitive rule-breaking Artistry brand. It’s our communal belief in equal rights and healthy futures for all that forms the most meaningful message for M·A·C VIVA GLAM x Keith Haring.
“As one of the most disruptive beauty campaigns of all time, M·A·C VIVA GLAM set the standard for giving back within the industry thanks to the support of provocative powerhouse talent, our Artists and community,” says John Demsey, Chairman of the M·A·C VIVA GLAM Fund and Executive Group President, The Estée Lauder Companies Inc. “For our 27th anniversary, we’re thrilled to honour the late iconic artist Keith Haring and carry forward his mission of using his imagery to drive positive change for those most in need of support. He was a true visionary who used his talent for purpose. While he sadly passed during the height of the epidemic, we are so proud that his iconic art and philanthropy lives on through VIVA GLAM.”
“Keith Haring was a good-natured, astute, symbolist artist who drew with the most minimal lines some of the best assets of human nature – symbols that everyone could read,” says Debbie Harry, former M·A·C Cosmetics VIVA GLAM Ambassador. “His optimism and humour were always there in his lines.”
Three special-edition Lipsticks in Keith Haring’s signature primary colour palette in Matte and Frost finishes
come together for this year’s VIVA GLAM collection. Each work of pop art is expressed through Keith Haring’s symbolic street-style imagery. 100% of the selling price of VIVA GLAM Lipstick sold in Canada is donated to
the M·A·C VIVA GLAM Fund, supporting healthy futures and equal rights for all. When you buy any VIVA GLAM Lipstick, 100% of the selling price goes to support local organizations supporting women and girls, the LGBTQIA+ community and people living with or affected by HIV/AIDS.
Haring himself passed of AIDS-related complications in 1990. Since 1994, M·A·C has donated 100% of the selling price of all VIVA GLAM Lipsticks to organizations supporting the health and rights of those affected by HIV/AIDS, as well as women and girls and the LGBTQIA+ community. “If art is the heart of M·A·C, then VIVA GLAM is very much its soul,” says Dominic Skinner, UK and ROI-based Global Senior Artist.
All Ages, All Races, All Genders is at the centre of MAC’s DNA. Look closely at Haring’s mash-up of artful pop work and it is notable that his figures have no identifiable age, race or gender: A belief that artistic expression should be democratic and unbound by rules is at the heart of both Haring’s art and M·A·C as a brand. As Haring said, “Art is for everybody.”
Akin to how the artist considered the subways of New York his laboratory for experimentation, VIVA GLAM x Keith Haring invites experimentation and creative exploration. Mix, match and create limitless impactful looks with red, yellow and blue hues that are as boldly original worn alone as they are when mixed to a bespoke shade of purple, green or orange. “Play, create and express yourself anyway you want,” says Skinner. “Apply, mix, blend and customize your VIVA GLAM look your way and wear it with pride.”
Be authentic. Be bold. Be original. M·A·C VIVA GLAM x Keith Haring invites you to embrace the power of your creativity, ultimately reflecting Haring’s belief that “art should be something that liberates your soul, provokes the imagination and encourages people to go further.”
“Our partnership with M·A·C Cosmetics is really a perfect match,” says Gil Vazquez, Acting Director of the Keith Haring Studio. “Between the bold colour palette and the ethos of the brand, we really appreciate the synergies here and can’t wait to see this all come to life.”
In addition to the three new, special-edition M·A·C VIVA GLAM x Keith Haring Lipsticks, every cent of the selling price of VIVA GLAM I Lipstick, VIVA GLAM II Lipstick and VIVA GLAM III Lipstick goes to support the health and rights of people of All Ages, All Races and All Genders all year around.
MAC VIVA GLAM x KEITH HARING lipsticks in “Red Haring” (a vibrant matte red), “Canal Blue” (a bold blue with micro-pearlescent particles in matte) and “St Marks Yellow” (a sheer bright yellow in frost). Each retails for $25 at MAC Cosmetics stores and maccosmetics.com