In 1994, employees at MAC Cosmetics established the MAC AIDS Fund (MAF), one of the first foundations to call attention to HIV/AIDS. The same year, it launched Viva Glam lipstick, and dedicated 100% of product sales to MAF. The company hired Weber Shandwick last year to help raise MAF's profile as an HIV/AIDS philanthropic leader and boost visibility of its global efforts.
Nancy Mahon, SVP at MAC Cosmetics and MAF executive director, explains that customers knew about Viva Glam (the ...