MAC and Rihanna Launch New Viva Glam Campaign

Photo: Dimitrios Kambouris/Getty

MAC enveiled its new Viva Glam campaign last night, introducing Rihanna as its ambassador. 

In addition to launching a lipstick and a lip gloss created in collaboration with RiRi, MAC also made a $2 million donation to the Joint United Nations Program on HIV/AIDS (UNAIDS), allowing the expansion of the organization's 2015 treatment campaign.

 

The Bajan singer follows the footsteps of RuPaul, Ricky Martin, and Nicki Minaj as the face of MAC's AIDS Fund initiative, which is fully supported from the sales of its Viva Glam products.

"I'm honored to join forces with the MAC AIDS Fund and UNAIDS in the fight against AIDS," Rihanna said. "I want to help reach as many young people around the world as I can. While we need to begin with education, we also need to deliver HIV testing and treatment to the millions of young people who need our help, which is exactly what we plan to do."

Rihanna's appeal to a large teen audience will hopefully act as a wake up call for the younger generation: According to 2012 UNAIDS global estimates, 5.4 million adolescents and young adults are living with HIV around the world, and most ignore that they're infected. Over the past decade, UNAIDS has also registered that the 10- to 19-year-old age group is the only category in which AIDS deaths have increased, a trend that can be attributed to a poor prioritization of younger people in strategic plans for HIV treatment, as well as a lack of testing and counselling.

MAC Viva Glam's grant will support international efforts to ensure access to HIV treatment and care, including the evaluation of youth testing, treatment programs, and adaptation of treatment guidelines to adolescents and young people. Get those gorgeous red lips!

MAC Viva Glam Rihanna Lipstick ($16) and MAC Viva Glam Rihanna Tinted Lipglass ($15); available now at MacCosmetics.com