Iconic Beauty Brand Faces the COVID-19 Pandemic Head On with Their Giving Campaign

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During times of tragedy and turmoil, it’s tempting to focus on all that is wrong in the world and to spend all your energy worrying about the suffering that surrounds us. But during these tough times it is more important than ever to focus on the helpers in our communities and to dedicate your energy not only on what is troubling, but on the humanity and goodness that can emerge from the trouble. 

In the face of an unthinkable and terrifying enemy that has impacted the entire world, both individuals and organizations across the globe are doing their part to combat the COVID-19 pandemic, and also to help those most in need and most at risk during these dangerous times. From local restaurants to sports teams to celebrities, civilians, fashion designers and everything in between, people are doing their part to encourage positivity and hope and offer help when it’s needed most. 

One of the most recent brands to join the relief efforts is M∙A∙C Cosmetics, which is utilizing the brand’s long-standing VIVA GLAM campaign — a campaign that has supported organizations and programs providing essential needs and services for decades — to help people at higher risk during the COVID-19 pandemic.

The VIVA GLAM campaign just announced it will dedicate $10 million towards 250 organizations all over the world that are on the frontlines of serving communities affected by the COVID-19 pandemic. 

This is far from the first time that M∙A∙C Cosmetics has used its brand mission to help those in need. Back in the 90s when the campaign first launched it dedicated its efforts to help the fight against the HIV/AIDS epidemic by offering community support to make a meaningful difference in the lives of people living with and affected by HIV/AIDS. When we were experiencing the height of the HIV/AIDS epidemic, M∙A∙C was there, with its get-gorgeous makeup goodies, celebrity spokespeople, bold ad campaigns, and even bolder efforts to help those in need and on the frontlines. And now, more than 20 years and $500 million of generous giving later, the brand that many of us grew up with is still doing its part to help fight this global pandemic head on.

The $10 million in emergency relief funds will go to help existing M∙A∙C partners who are working to provide vital services to communities in need, including deliveries of food and supplies, providing medications, and supporting testing and treatment efforts especially to people who are immunocompromised. 

According to the brand’s press release, during the COVID-19 crisis, M∙A∙C VIVA GLAM will also continue to support at risk youth and those affected by HIV and AIDS. “VIVA GLAM has never been about one cause, but about support to vulnerable communities. It was created many years ago simply as a hardship fund for people who needed safety nets,” explains John Demsey, Chairman of the M∙A∙C VIVA GLAM FUND & Executive Group President of The Estée Lauder Companies Inc. “To leverage this 100% giving model to help people affected by COVID-19 is a continuation of the principles VIVA GLAM was founded on.”

One way this fund is helping local communities is by partnering with God’s Love We Deliver, an organization dedicated to providing and home-delivering shelf-stable, nutritious meals to people living with HIV/AIDS, cancer, and other serious illnesses. 

“Our clients are at great risk for COVID-19 — the majority are elderly, and all live with underlying conditions that make them especially susceptible to the coronavirus,” says Karen Pearl, President & CEO of God’s Love We Deliver. “Last week we were able to cook and deliver 44,000 medically tailored meals to our clients and their families and caregivers. Our meals are more important than ever to this vulnerable population during this unprecedented COVID-19 crisis. My great thanks goes out to our entire community of volunteers, staff and donors, like M∙A∙C VIVA GLAM, for their amazing support during these difficult times.”

While we might all be suffering (and surviving) apart, we’re all in this fight together. And brands like M∙A∙C are an inspiration to us all, and a reminder to do what we can to help, support, and show our solidarity to each other and to those who need it most. To share a message of love, go ahead and give a virtual kiss of gratitude to those on the front lines using #MACKissOfGratitude.