Estée Lauder Companies (ELC) will be launching its second Viva Glam collection in collaboration with pop star Ariana Grande in travel retail in September following the launch of the first collection in January earlier this year.

 

The first collection with 2016 collaborator Grande, comprised a deep matte plum lipstick and a ‘shimmering pink’ lipglass. The second collection to hit counters in September comprises another lipstick, this time in ‘deep cool pink’ (matte) and a lipglass in neutral nude pink.

 

The slogan for the new collection and campaign is ‘be a doll and go glam’ and features Ariana Grande dressed up like a doll in a miniature doll-house to match.
As is typical of all the Viva Glam collections, ‘every cent’ of the products sold goes to the MAC Aids Fund, created in 1994 which provides financial support to organizations working with underserved regions and populations battling HIV/AIDS.

 

POVERTY AND HIV/AIDS

“As the largest corporate non-pharmaceutical giver in the arena, the MAC AIDS Fund is committed to addressing the link between poverty and HIV/AIDS by supporting diverse organizations around the world that provide a wide range of services to people living with HIV/AIDS,” says the brand.

 

“To date, the MAC AIDS Fund has raised over $400 million exclusively through the sale of MAC VIVA GLAM Lipstick and Lipglass donating 100 percent of the sale price to fight HIV/AIDS.”

 

 

TRBusiness was lucky enough to learn more about the fund on a trip to Barbados two years ago when ELC announced Rihanna as its Viva Glam spokesmodel.