Here’s something you might not know about me: I love cosmetics. Gels, creams, lotions, and potions, I love them all. I’ve been known to spend hours at Sephora – my very favorite store – applying various eye shadows and weighing the benefits of mineral versus chemical sunblock!
Now, my favorite makeup line, MAC, is not actually sold in my favorite store, but I am more than happy to make the extra trip to Nordstom to purchase it. The reason for this is twofold: one, I do think that MAC makes excellent products. And two, the company is committed to doing good so I like to support their benevolent efforts.
Since 1994 MAC has sold a line of lipsticks and lip glosses called Viva Glam. All proceeds from their sale go to the MAC AIDS Fund, which supports men, women, and children whose lives have been affected by HIV or AIDS. For instance, the sale of one tube of Viva Glam can mean groceries for a week for a family of four, or a counseling session for an HIV positive woman. The Fund is doing substantial work for AIDS victims worldwide, and I feel good about supporting a company that is dedicated to these charitable acts – plus the Viva Glam shades are always pretty!
Through its dedication to those affected by AIDS, MAC is branding itself as a socially responsible corporation. It is less known as an environmentally conscious company, but it is that too. You see, it also has a “Back to MAC” program that allows anyone to return six empty makeup containers for recycling and receive a free lipstick in return. I literally have not paid for a lipstick (other than my Viva Glam!) in years because I participate in Back to MAC; however, when I bring in my old makeup pots, I almost always also purchase something to replace them. MAC gets me to their makeup counter by promising me a freebie, and I always actually spend money on their products. That’s good marketing!
At Gossett Marketing we give back to our community too – hopefully our efforts can enhance our branding and marketing like MAC’s have through the years.
Lady Gaga is the current face of Viva Glam. Here is her unusual promotional video on YouTube:
