MAC Cosmetics collaborates with the Keith Haring Foundation to launch the first ever NFT collection

Limited Edition VIVA GLAM x Keith Haring NFTs will coin National Youth HIV / AIDS Awareness Day to support a healthy future and equal rights for all

Northampton, MA –News Direct– M · A · C Cosmetics

In honor of National Youth HIV / AIDS Awareness Day on April 10, M A C Cosmetics created its first ever NFT collection with the work of the late iconic artist and activist, Keith Haring. Available from 10 April to 1 June 2022, 100% of the purchase price from primary sales of the VIVA GLAM x Keith Haring NFT collection will be donated to the M A C VIVA GLAM Fund to support young people affected by HIV / AIDS and The 2 , 5% of the purchase price of all secondary sales on OpenSea will go to the Keith Haring Foundation.

“VIVA GLAM is as iconic to M · A · C as our lipsticks and as our relationship with technology evolves as a society, we also need to expand the way we raise funds for the campaign. This will be the first time in VIVA GLAM’s 27-year history that fans and supporters in the United States will be able to contribute to VIVA GLAM without purchasing a physical lipstick. This is an exciting time for us and we hope this limited edition NFT collection will help us reach new audiences and raise more funds for VIVA GLAM, ”said André Branch, General Manager of M · A · C Cosmetics, North America.

The Keith Haring Foundation is a natural partner for MA C’s entry into the metaverse: Haring’s inimitable street pop art became the epicenter of New York’s artistic subculture in the 1980s, just as MA · C was launched as a definitive rule – breaking the Artistry trademark. It is their shared link with the fight against HIV / AIDS that forms the most significant link. Haring was diagnosed with HIV in 1987 at a time when the disease was still a source of fear and apprehension. Equally activist and artist, instead of hiding behind his diagnosis, Haring used his art to raise awareness of the AIDS crisis and talk about his own illness, which has helped destigmatize AIDS and bring affected young people together to support change.

“This is exciting in so many ways. First of all, it’s the first time ever of M · A · C in the metaverse and the world of NFTs and we are thrilled to anchor him in the return to a cause so close to the heart and soul of the brand, “said Aïda Moudachirou-Rebois, Global Chief Marketing Officer, M · A · C Cosmetics. “Additionally, we are honored that the Keith Haring Foundation has agreed to join forces with us to further Haring’s mission of using art to drive positive change for those who they need more support and we are proud that his legacy survives through VIVA GLAM. “

The limited edition NFT collection features three animations of M · A · C VIVA GLAM lipsticks decorated with Haring’s most famous artwork. Created in collaboration with blockchain technology leader ConsenSys, each NFT is available in three different rarity levels and price ranges to appeal to a diverse and inclusive range of metaverse consumers.

  • Keith Haring Red – Rare ($ 25 each up to 5,000 minted upon request): Animated illustration of the red lipstick featuring the Haring artwork.

  • Keith Haring Blue – Exclusive (250 pieces total for $ 150 each): Animated illustration of the blue lipstick featuring Haring’s artwork. Rare NFTs also include a Keith Haring-inspired makeup digital facial chart tutorial created by a senior artist from the M · A · C.

  • Yellow Keith Haring – Icon (25 pieces total for $ 1000 each): Animated illustration of the yellow lipstick featuring the Haring artwork. Legendary NFTs also provide access to a 30-minute M · A · C Artist personalized consultation and complementary physical product.

Keith Haring and M · A · C Cosmetics are truly a perfect combination, ”said Gil Vazquez, Director of the Keith Haring Studio. “Both the artist and the brand have long been synonymous with equal rights and self-expression for all. We are happy to partner with M · A · C to continue supporting a cause he cared so deeply ”.

M A C VIVA GLAM was created in 1994, at the height of the AIDS epidemic, by Frank Toskan and the late Frank Angelo, the original founders of the brand, who saw the HIV / AIDS epidemic directly affect their community . They came up with a very simple but powerful concept: make a lipstick and dedicate 100% of the sales price to organizations that directly serve people living with HIV / AIDS. Thanks to this powerful mission and the support of the M · A · C community, the campaign has raised over half a billion dollars for organizations around the world that help women and girls, the LGBTQIA + community and people living with HIV / AIDS.

To find out more, visit: https://www.maccosmetics.com/vivaglam-nft

View additional media and other ESG stories from M · A · C Cosmetics at 3blmedia.com

View source version on newsdirect.com: https://newsdirect.com/news/mac-cosmetics-partners-with-the-keith-haring-foundation-to-launch-first-ever-nft-collection-939482644

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