MAC Cosmetics has chosen National Youth HIV / AIDS Awareness Day, April 10, to coin its first ever NFT collection, in association with the Keith Haring Foundation.
Offered through its traditional Viva Glam campaign, which has been promoting equal rights for all since 1994, the non-fungible tokens will take the form of animated lipstick illustrations featuring some of Keith Haring’s most iconic artwork.
Although NFTs are now available in the mainstream, more or less, their uses remain very different. While some brands create them to diversify their offering, build customer loyalty, or attract new ones, others are turning to these non-fungible tokens as a means of supporting good causes. This is the case of MAC Cosmetics, which for the first time brought its Viva Glam campaign to these virtual worlds.
What is the significance of MAC Cosmetics’ NFTs with the Keith Haring Foundation?
The cosmetics brand pays tribute to American artist and activist Keith Haring by collaborating with the foundation that bears his name. This partnership will give rise to a series of NFTs, offered at three levels of rarity and price, available in limited editions from National Youth HIV / AIDS Awareness Day, April 10, through June 1. The full sale price of the primary sales of this collection will be donated to the MAC Viva Glam Fund to support young people with HIV / AIDS, while 2.5% of the secondary sales on OpenSea will be donated to the Keith Haring Foundation.
“Viva Glam is as iconic to MAC as our lipsticks and as our relationship with technology evolves as a company, 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 MAC Cosmetics, North America.
For this first NFT drop, MAC Cosmetics will offer three lipstick animations with decorations inspired by the iconic works of the American artist. These are created hand in hand with ConsenSys, a specialist in blockchain technology. Fans and collectors can try to get their hands on the “Keith Haring Red – Rare” proposed in up to 5,000 pieces, coined on request for $ 25 each, the “Keith Haring Blue – Exclusive”, which arrives in 250 pieces at priced at USD 150 each, or the “Keith Haring Yellow – Icon” available in a limited edition of 25 pieces priced at USD 1,000.
Available only in the United States, this initiative will support young people with HIV / AIDS. In 2020, nearly 38 million people around the world were living with HIV, according to Sidaction, a French NGO working to fight AIDS.
Images of the hero and features: MAC Cosmetics. The story is published via AFP Relaxnews