M·A·C
M·A·C is back in the fight for equality
Since 1984, M·A·C Cosmetics has boldly stood by its founding credo to champion all ages, all races, and all genders. With a deep heritage of artistry and roots in diverse communities, M·A·C has mainly been known for its fight against HIV/AIDS through its signature initiative VIVA GLAM – a program that’s raised over $520M globally.
M·A·C came to BBMG eager to transform their beloved legacy and regain relevancy with the hearts and minds of Gen Z, a generation turned off by performative activism and looking for brands brave enough to speak up and step out beyond the pack. Our aim was to help M·A·C lead once again with a strong, clear, and authentic social purpose.
Glamming For Good
Through in-depth consumer ethnographies and global survey research, BBMG revealed a deep love for M·A·C’s heritage and legacy with consumers and a common desire for a makeup brand that listens and leads from the margins to welcome everyone in.
Our consumer research, strategic recommendations, and pragmatic examples gave M·A·C the confidence to embrace their heritage as a brand that took on taboos when no one was brave enough to do so. A brand wholly committed to equality – across the dimensions of race, gender, and sexual orientation – and the power of community to transform society.
Together, we elevated VIVA GLAM to become the brand’s all-encompassing social platform centered on equality for everyone. It builds on the equity in the long standing program while also connecting with the deep needs of today.
As VIVA GLAM celebrates its 30th year, M·A·C is showing up braver and bolder than ever to fight for equality for people to love who they love, be who they are, and live with dignity, today and for all time.