M A C Cosmetics Announces New Viva Glam VI Campaign Featuring Provocative Personalities: Debbie Harry, Dita Von Teese, Eve, and Lisa Marie Presley

M A C Cosmetics Announces New Viva Glam VI Campaign Featuring Provocative Personalities: Debbie Harry, Dita Von Teese, Eve, and Lisa Marie Presley

NEW YORK, September 6/PRNewswire/ --

- The M A C AIDS Fund Announces the Largest Grant Initiative in
its History Totalling $6 Million USD to Address Critical Issues Affecting the
HIV/AIDS Epidemic

- Since 1994 the Viva Glam Lipsticks Raised Over 70 Million USD
to Support Those Affected by HIV/AIDS

M A C Cosmetics, the leading brand of professional cosmetics, announces
Debbie Harry, Dita Von Teese, Eve, and Lisa Marie Presley as spokespeople for
the M A C VIVA GLAM VI campaign. The new VIVA GLAM VI Lipstick and Lipglass,
the primary funding source of the M A C AIDS Fund, will be available starting
today at M A C locations worldwide. With every purchase of a M A C VIVA GLAM
Lipstick or Lipglass (suggested retail price $14 USD / $16 CDN each), 100% of
the selling price is donated to the M A C AIDS Fund. Since the fund's
inception in 1994 the sales of five million lipsticks have raised over $70
million, positioning the M A C AIDS Fund as one of the most significant
corporate supporters in the fight against HIV/AIDS. According to Funders
Concerned About AIDS (2005 Report) The M A C AIDS Fund is the top corporate
US grantmaker in the fight against HIV/AIDS behind four of the largest
pharmaceutical companies.

"We want to rattle some cages. We want to grab peoples' attention and not
let them turn away. And most importantly, we want to reach even more people.
Our VIVA GLAM VI spokespeople cut through the clutter. They are all
incredibly talented and have strong and distinct points of view and unique
perspectives on this crisis. As an ensemble, we believe these four talented
women will powerfully raise awareness for our VIVA GLAM lipsticks and tell
the world 'what one VIVA GLAM Lipstick can do' for people affected by
HIV/AIDS around the globe." John Demsey, Global President, M A C Cosmetics
and Chairman of the M A C AIDS Fund

Additionally, the M A C AIDS Fund today announces $6 million USD in
grants to 12 organizations addressing crucial areas of need affecting the
HIV/AIDS epidemic and those living with the virus. The grants address four
specific areas of need: 1. TREATMENT ADHERENCE: The importance of developing
peer based programs to help people adhere to their treatment regimes 2.
PREVENTION: The need for prevention efforts in high risk populations 3.
MODELS OF CARE: Developing hospitals and increasing the number of doctors and
nurses in countries that need it most 4. SURVIVAL BASED NEEDS: Providing
survival based needs such as food and housing to those living with HIV/AIDS.
The four new VIVA GLAM VI superstars will turn up the volume in the fight for
HIV/AIDS around the world, focusing on these critical issues.

"We are proud to announce this is the largest grant making effort the M A
C AIDS Fund has undertaken to date. In addition to significant financial
support, each of the 12 grantees has the Fund's willingness to invest nimbly
in their ground breaking ideas and innovative grass roots programs often
before other large donors are willing to take a risk. And with the launch of
the VIVA GLAM VI spokespeople we can draw much needed attention to these
underlying issues that our grantees are seeking to address." Peter
Lichtenthal, Global General Manager, M A C Cosmetics

The four VIVA GLAM VI spokeswomen were chosen for their personal
commitment to the fight against AIDS. All are passionate about the VIVA GLAM
mission; raising funds to support those living with HIV/AIDS and raising
awareness of the continued grave threat of the disease. In addition to
helping creating on overall awareness and support of the epidemic, these
women will use their celebrity recognition to further educate the public on
the emerging issues being addressed by these 12 grantees.

"It's not easy to diligently follow HIV treatments alone, so I encourage
people receiving treatment to seek support in peer groups designed to help
you stick to your program. With proper adherence to medical regimens, HIV
patients have a better chance of living healthier, longer lives." Debbie
Harry.

"No one is immune to HIV, especially people under 25. Over half of new
HIV infections occur in this age group alone. Don't assume your activity
partner is HIV negative, protect yourself! Using a condom every time you have
sex is the most effective way to prevent HIV/AIDS. Safe sex is sexy." Dita
Von Teese.

"In some countries there are not enough doctors, nurses or hospitals to
deliver existing HIV treatments. We need to develop these hospitals and bring
in more medical professionals in these countries so when new treatments or a
cure is found we know how to get it to people who need it most." Eve.

"People with HIV need our help, to be embraced and cared for, today
before the pandemic worsens. We need to provide these people with the
essentials such as sufficient, nutritious food to help maintain their weight,
ward off illness and comply with their treatment. For the cost of one VIVA
GLAM lipstick, $14 dollars in America can provide for a full day's worth of
nutritious meals for a person living with HIV/AIDS, delivered right to their
door." Lisa Marie Presley.

M A C VIVA GLAM VI Lipstick ($14 US/$16 CDN) in a warm terra plum with
subtle pearl and Lipglass (suggested retail price $14 USD / $16 CDN each)in a
warm plum with multi reflective, multi dimensional pearl are best selling
neutral shades that compliment all races, all ages and all sexes. This
universality is strategic: the more sold, the more millions are raised and
more lives are saved. EVERY CENT RAISED THROUGH THE SALE OF A VIVA GLAM
LIPSTICK OR LIPGLASS FIGHTS AIDS AND SUPPORTS THOSE AFFECTED BY IT.

The VIVA GLAM VI Campaign portraits, conceived by M A C Creative Director
James Gager and shot by celebrated photographer Michael Thompson are
glamorous and edgy but infused with a rebellious energy.

"The VIVA GLAM VI campaign is visually very outspoken. We did not choose
ladies who whisper; their portraits practically scream for attention. The
campaign was shot in black and white because I feel this form of photography
is very impactful and arresting. VIVA GLAM is not frivolous fashion; it is
fierce and empowered by a serious message. This one little lipstick can truly
make an impact on the world and color it very differently." James Gager,
Creative Director and Senior Vice President, M A C Cosmetics

Organizations Receiving Grants from M A C AIDS Fund

The Black AIDS Institute, Los Angeles, CA; Doctors of the World, New
York, NY; AID for AIDS, New York, NY; Gay Men's Health Crisis, New York, NY;
AIDS Committee of Toronto, Toronto, Canada; St. Luke's Roosevelt Hospital,
New York, NY; Dignitas, Toronto, Canada; Partners in Health, Boston, MA;
God's Love We Deliver, New York, NY; Project Open Hand, San Francisco, CA;
Life Long AIDS Alliance, Seattle, WA; Fife House, Toronto, Canada.

About the M A C AIDS Fund

The M A C AIDS Fund was established by M A C Cosmetics, Inc. in 1994 to
support men, women and children affected by HIV/AIDS globally. Introducing
its first VIVA GLAM lipstick that same year, M A C decided that 100% of the
selling price of the VIVA GLAM lipsticks would go to fund the M A C AIDS
Fund. With a total of six VIVA GLAM lipsticks and a lipglass now sold
worldwide, M A C, its employees, its retail partners, and its customers
together have provided over $70 million (USD) for the M A C AIDS Fund. The M
A C AIDS Fund is the heart and soul of the company with its employees giving
their time, energy, and talent to help those affected by HIV/AIDS worldwide.

About M A C Cosmetics

M A C (Make up Art Cosmetics), the leading brand of professional
cosmetics, was created in Toronto, Canada in 1985 and is now part of The
Estée Lauder Companies, Inc. The company's popularity has grown through a
tradition of word of mouth endorsement from makeup artists, models,
photographers and journalists around the world. M A C is now sold in over 57
countries worldwide. For a M A C location or information on our products and
services visit www.maccosmetics.com, the recently redesigned site that makes
the M A C online experience simpler, more informative, and faster for the
user.

Source: MAC Cosmetics

Contact: Ruth Wiles, T: +44-(0)870-034-6858, E: rwiles@mac cosmetics.co.uk. Natalie Axten, T: +44-(0)870-034-6515, E: naxten@mac cosmetics.co.uk

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