Mac Cosmetics is putting its money where its mouth is. Through its iconic Viva Glam charitable campaign—which has raised over $500 million since its launch in 1994—Mac Cosmetics will donate $10 million USD to 250 organizations all over the world fighting against coronavirus. In addition to the brand’s donation, Mac will be donating 100 percent of Viva Glam lipstick sales to vulnerable communities impacted by the pandemic.
“VIVA GLAM has never been about one cause, but about support to vulnerable communities. It was created many years ago simply as a hardship fund for people who needed safety nets,” John Demsey, Chairman of the Mac Viva Glam Fund and executive group president of The Estee Lauder Companies Inc, said in a press release. “To leverage, this 100% giving model to help people affected by COVID-19 is a continuation of the principles VIVA GLAM was founded on.”
In response to the COVID-19 pandemic, L’Oreal unveiled a multi-tiered initiative to support those impacted. The company will donate $250k donation to Feeding America, continue production on hand sanitizer, and provide masks to healthcare professionals. Additionally, the brand will extend its commitment to L’Oréal USA Gives Back, announced in March 2020.
L’Oreal will also take measures to protect salon professionals affected by the pandemic. These will include payment relief for L’Oreal salon partners with outstanding credit balances and an extension of level loyalty rewards through the end of May. The company has also partnered with the Professional Beauty Association to donate $200k to the PBA COVID-19 Relief Fund for licensed professionals unable to work and provide essential products, including masks, to those in need.