In celebration of its 40th anniversary and Pride Month, celebrated in June, the MAC Cosmetics has just launched the limited edition of the M·A·C40 Pride Eyeshadow Palette. Featuring cushiony rainbow packaging and 40 shades that include new colors and best-selling classics, the palette celebrates four decades of supporting the LGBTQIAPN+ community. The amount raised from sales of the item will go towards the brand’s philanthropic program, Viva Glam, which supports local charities around the world, promoting equal rights and healthy futures for all.
This year, in Brazil, the Viva Glam initiative will allocate R$400,000 to the NGO Generating Falconswhich will be used in the Decolagem Program, and R$300,000 for the GESTOS institution, for information sharing, social control and psychological support for people living with HIV/Aids.
“There’s no better way to celebrate Pride than by giving back to the community. Through this incredible collection, we are proud to continue our decades-long legacy of supporting the LGBTQIAPN+ community by raising much-needed funds for our NGO partners around the world,” says Aïda Moudachirou-Rébois, Senior Vice President and General Manager of M·A ·C Cosmetics.
Coinciding with the limited edition palette, MAC recently revamped the Viva Glam collection with a new creative campaign starring Kim Petras and Danna Paola. The collection’s mission has been expanded to better address current challenges facing the global community, focusing on sexual, gender, racial and environmental equality. Since its inception, Viva Glam has raised more than US$520 million, supporting organizations that advocate for equality issues around the world.
“This cause is as big for MAC as it was for our founders 40 years ago. It’s amazing to see how support for the LGBTQIAPN+ community has grown and how many people have embraced the movement, but we still have a lot of work to do. Our goal for this 40th anniversary is to keep the momentum going and introduce Viva Glam to a new generation so we can continue to promote equal rights and healthy futures for all,” adds Drew Elliot, Senior Vice President and Global Creative Director of MACC Cosmetics.
Click on the image below and check out the details of the M·A·C40 Pride Eyeshadow Palette:
The M·A·C40 Pride Eyeshadow Palette is part of a series of special launches that bring back beloved items and shades throughout the brand’s history. In April, MAC relaunched a collection of product favorites from its successful collaborations with Disney, including items from Aladdin, Cinderella and Maleficent.
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