Lady Gaga New Campaign For Viva Glam Lipstick ‘Glam This Way’

31 May

MAC Viva Glam Gaga 2

Lipstick ($14.50 U.S. / $17.50 CDN)

Q&A with James Ganger, Senior Vice President & Creative Director, MAC Worldwide

Q: This is the second year in a row that VIVA GLAM has partnered with the inimitable Lady Gaga. Why is she such a successful spokesperson for the M·A·C AIDS Fund?

 

A: She’s an amazing fit for us in so many ways. I think the most important quality is that she is real and she speaks her mind. When M·A·C originally started it was truly a place for all the misfits of the world, where they could feel comfortable and know that they wouldn’t be criticized. We’ve always been all about welcoming everyone into our universe. Gaga is bringing that same spirit to the world. She spreads this message of “don’t be afraid to be who you are, don’t let people put you down,” and radiates this sense of empowerment. Look at how courageously she’s been speaking out lately. She’s so passionate, focused and articulate, and I think we are, too. Especially with VIVA GLAM, we really put ourselves out there and every cent goes to the cause.

Q: The new Lipstick and Lipglass shades are more nude in tone this year. How was the color concept conceived?

 

A: Jennifer Balbier (SVP Product Development) and I felt that after last year’s shades – Gaga‘s fun pink and Cyndi’s coral red – it was time to move in a new direction. I think Gaga herself has moved into nude tones and we didn’t want to shoot something that was out of place. So she was actually part of the inspiration.

Q: Last year the visuals for this campaign (shot by Ellen von Unwerth and starring Lady Gaga and Cyndi Lauper) were very colorful and flamboyant. This time around, there is a more subdued, sensual look and feel. Tell us about the evolution and the creative behind it all.

 

A: Working with Gaga is very much a partnership: It’s a team effort and collaboration. The photographer Nick Knight, Gaga’s stylist Nicola Formichetti and I wanted the campaign to feel a bit more timeless, but still very much her. Last year was all about a fun, feminine kind of sensibility, so I think if you compare that with what we’ve created this year, it’s refreshing to see her in a way you wouldn’t expect. We thought: let’s go with the idea of nude and the stripping away of what she’s famous for and make her a little more elusive and evasive. The tone is undeniably glamorous as well.

Q: Have you ever considered expanding the VIVA GLAM line?

 

A: We have definitely toyed with the idea of adding an eye shadow or a fragrance, etc. but there’s also something nice about VIVA GLAM being pure. It’s not an entire colour story or made of tons of components, it’s focused. VIVA GLAM is also one of the few campaigns that we put into our advertising budget, and when you’re trying to get such an important message across, it’s simpler and stronger, that it’s about one product. And of course there’s the idea that lips are speaking out, which is what VIVA GLAM is all about.

Q: It certainly says a lot about how far you’ve come from with the M·A·C AIDS Fund to have one of the most famous people in the world speaking out on its behalf.

 

A: It’s unbelievable! Who would ever think we would have such an amazing roster that ranges from RuPaul to now Lady Gaga? I mean, wow. We’ve been so fortunate to be able to continue making a difference. That’s what it’s all about.

Lady Gaga is getting up close and personal with her fans for the a new interactive project between her and MAC Cosmetics. As a spokesperson for MAC’s Viva Glam initiative that was established by the brand in 1994 to support men, women, and children affected by HIV/AIDS around the world, the Ga is planning to be more than just the face for the line with a new campaign called “Glam This Way”.

Through the campaign, fans can log onto VivaGlam.com and upload a fabulous photo of themselves to the site. They can then create their own “Glam This Way” message through their social networking platforms like Twitter and Facebook. The more awareness of the Viva Glam cause that is shared, the bigger each photo be on Viva Glam website. Pretty cool, huh?

The sweetest part is, GaGa’s stylist and head of Thierry Mugler, Nicola Formichetti, has vowed to print all of the fans’ images on a couture masterpiece, which Lady Gaga herself will wear this fall. That sure beats wearing meat!

 

VivaGlam.Com

 

Summary: No Bad Romance here. If anything this love affair’s going stronger than ever… After The Monster Tour mayhem, Gaga’s back to being our VIVA GLAM Goddess once again , spreading the good word about the impact of HIV/AIDS on women, men and children everywhere. We’re unveiling a hot new shade in spired by The Lady and her passions, in both Lipstick and Lipglass. And by now you (and the world) know every cent from the sale of M∙A∙C VIVA GLAM goes toward the M∙A∙C AIDS Fund. The M∙A∙C World feels like a permanent part of the Gaga Galaxy, doesn’t it? On the VG displayer as limited edition for a full 12 months.

Too me, it looks like a rather versatile nude! Definitely more wearable in my eyes, than VGG1.

Will you be picking these up? I know I will, especaially since every penny goes to the M.A.C AIDS fund.

 

 

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: