Skip to main content

VIVA Glam Lipstick for the MAC AIDS Fund

Sexier Than Thou

Think your cause-related marketing is hotter than a firecracker? Confident your campaign is so steamy it could set off fire alarms?

Unless you’re MAC Cosmetics you’re probably kidding yourself.

These two ads, which ran near the front of the June and October 2006 Lucky Magazine, are for the MAC AIDs Fund. The campaign features impossibly-beautiful women wearing MAC Cosmetics as well as some actual clothing.

The offer is refreshingly straightforward and bare as the models’ midriffs. “Every cent of the selling price of MAC Viva Glam Lipstick and Lipglass is donated to the MAC AIDs Fund to support men, women and children living with HIV and AIDs.”

The language cuts the lard out of so many cause-related marketing efforts that obfuscate the actual donation.

The markup for cosmetics is astonishing, so this represents more than just an effort on MAC’s part to move more SKUs. MAC is paying for things like the ad and its production, the packaging, the shipping and of course their lost profit margin out of their own pocketbook. Very generous indeed.

Of course MAC is betting is that once you try their cosmetics you’ll come back. Or, that your total purchase of MAC Cosmetics will be higher.

MAC Cosmetics has a reputation for savvy and unconventional marketing. The company began by giving away their cosmetics to makeup artists that worked with top models and actresses.

The MAC AIDs Fund website says that more than $85 million has been donated to AIDS causes worldwide since 1994. That’s much more than the higher-profile cause-related marketing relationship between Yoplait and Susan G. Komen which dates to 1997.
By definition, $85 million over 13 years is a very succesful cause-related marketing campaign. Call me a cause-related marketing geek, but I can't help but wonder what's doing the selling here? Is it the cause and the remarkably generous offer? Is it the sexy models and provocative ads? Or is it both?
It would be fun to test that question.
Feel free to chime in with your opinion.

Comments

Popular posts from this blog

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

50 Cent, Cause Marketer

Curtis Jackson, aka rapper 50 Cent visited the horn of Africa in September 2011 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts.

The Horn of Africa has a lot of problems right now, nonetheleast of which is that starvation there is rampant, long-term drought is endemic, and working institutions are few.

Since the UN's World Food Programme can manage to deliver a meal for about $0.10, Jackson has basically committed to donating $100 million (or 200 million 50 cent pieces). That's a very big number.

He gave his commitment a kick start with a donation of $350,000. Like him on Facebook, and when he reaches 1 million new likes, he’ll donate another $1 million.

50 Cent is also tying the sales of his Street King energy drink to the World Food Progamme (WFP). For every bottle sold, 50 Cent will donate one meal.

Street King competes with 5-Hour Energy Drink, a ca…