Nicki Minaj fronts MAC’s new Viva Glam campaign

Nicki Minaj is one colourful lady and co-hosted the beauty brand MAC’s campaign last year, to raise awareness for AIDS, alongside Puerto-Rican born Ricky Martin. This year she has decided to take over the reigns herself, and is MAC’s Viva Glam 2012 spokesperson. The iconic rapper is pouting ever so much more than usual with a brand new colour, a lavender hue, created especially for the campaign, which is entitled Lavender is the New Pink.

Photo Credit: MAC Cosmetics

Previous campaigners for the MAC Aids fund have included our very own Sir Elton John, Cyndi Lauper, Naomi Campbell, Missy Elliott, Mary J. Blige, Christina Aguilera, Fergie and Lady Gaga and the fund so far has raised over $270 million from sales since it began in 1994. Nicki’s new lipstick is called Viva Glam Nicki 2 and 100% of the sale price will be donated to the fund.

The lipstick will go on sale February 9th, 2013, and as do all celebrities who want to promote a worthy campaign, the rapper took to Twitter yesterday to let her fans know: ‘Ready for my new VIVA GLAM lipstick? I’m going solo as MAC’s VIVA GLAM girl beginning February 2013!!! #LavenderIsTheNewPink’

Nancy Mahon, Global Executive Director of the MAC Aids Fund, spoke to the MailOnline about how they came to choose Miss Minaj for a second time: “She regularly speaks publicly about HIV, and her uncle died of Aids in Trinidad. People aren’t going to listen to their mother about this kind of stuff, but they will listen to a rock star… she helps to destigmatize Aids.”

This is not the first time Miss Minaj has collaborated with MAC products, as she created a new lip shade with the brand called Pink Friday, back in 2010, which instantly sold out to become a huge best seller. Named after the artist’s platinum-selling debut album, it sold for $14, but canny shoppers were soon snapping it up and reselling it on eBay for as much as $88.

It is thought that Miss Minaj’s new lipstick and lipglass, costing $15 each, will raise an estimated $37 million, all profits going directly to the MAC Aids Fund. Miss Mahon said: “It’s guilt free shopping. And you get a new lippy.” Once the millions have been raised, the fund then divides them up between charities worldwide and organizations that help to prevent the spread of AIDS and also deal with educating people about HIV.

The fund also deals with the poverty that AIDS is associated with, for instance, children in South Africa, who are left orphaned by parents who have died from AIDS, are given clothing and food.

In the UK, money from the Fund goes to Food Chain, which delivers 1.5 million pounds of food to people living with HIV, ensuring they can access the nutrition they need to get well, stay well and lead healthy, independent lives. In the US a large proportion of the money raised goes to American charities, such as God’s Love We Deliver, which delivers nutritious, individually-tailored meals to people living with Aids too sick to shop or cook for themselves.

Money from the Fund also helps with prevention education in all American States, by providing counselling sessions to gay and bisexual men. Ms Mahon says: “70 per cent of HIV is passed on from a primary partner, so enabling these couples to talk together, instead of as individuals, has significantly lowered the infection rate.

It also ensures they encourage each other to stay on their medication, the side effects of which are sometimes so debilitating that it can be easy to give up on without that support,” she added. “We’re working to ensure that under-served and marginalized people and communities, including sex workers, injection drug users and gay men have access to the prevention, treatment and care programs they need and deserve.”

To view MAC products visit maccosmetics.com. For more information about the MAC/AIDS Fund visit macaidsfund.org.

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