VANITY FAIR NOMINATES VIVA GLAM

HALL OF FAME

In 1994, MAC'S founders, makeup artists Frank Toskan and Frank Angelo, decided to enlist in the war against AIDS. Their vision: to market a lipstick from which 100 percent of the proceeds would go directly to fighting the good fight. Their weapons: $12 tubes of a dark-red lipstick called Viva Glam (translation: "Live Glamorous") and a provocative ad campaign featuring the First Lady of mac—six-foot-seven drag queen RuPaul.

Despite being bom out of a serious health crisis, the ad's edgy, selfdeprecating humor and joie de vivre hit a cultural nerve. In the years to follow, MAC'S mantra—"All races, all sexes, all ages"—would be manifested in living color by an alliance of fierce, outspoken, sexy celebrity spokesmodels, such as gender-bender country crooner k. d. lang, burlesque goddess Dita Von Teese, R&B bad girl Mary J. Blige, and Boy George (no ID necessary). The pop icons' kisses of approval not only sent sales rocketing but made the fight against AIDS cool. The campaign's real-life cred was established by an honorary Viva Glam spokesperson, Susan Rodriguez, a mother living with H.I.V./AIDS who, with help from the MAC AIDS Fund, founded SMART, Sisterhood Mobilized for AIDS/H.I.V. Research and Treatment. As John Demsey, chairman of the MAC AIDS Fund, says, "We're one of the places that walk the talk, in heels, Birkenstocks, flats. No judgments."

This sort of conviction is rare, but according to Nancy Mahon, executive director of the MAC AIDS Fund, it's at the heart of Viva Glam. "AIDS prevention is too much about finger wagging," she says, "MAC is so joyous in celebrating all people and behaviors. Everybody is invited to the party. What we're saying is: Please, please, please protect your life, because we want you to be here for years and years."

Now in its 13th year, the MAC AIDS Fund has raised more than $100 million, making it the world's third-largest corporate donor to AIDS organizations. Other companies that embrace philanthropizing direct only a fraction of their profits to good CAUSES-MAC is in a class by itself. The proof is in the pancake.

ELISSA SCHAPPELL