(ETX Daily Up) – The MAC Cosmetics brand has chosen National Youth HIV/AIDS Awareness Day, slated for April 10, to create its first-ever collection of NFTs, in association with the Keith Haring Foundation. Offered through its traditional Viva Glam campaign, which has been working for equality for all since 1994, these non-fungible tokens will take the form of lipstick animations adorned with Keith Haring’s most iconic works of art.
Although NFTs no longer hold any secrets for anyone – or almost – their use remains as diverse as it is varied. While some brands are creating them to diversify their offer, retain their customers, or attract new ones, others are turning to these non-fungible tokens to support worthy causes. This is the case of MAC Cosmetics, which is propelling its Viva Glam campaign into virtual worlds for the first time.
The cosmetics brand wanted to pay tribute to the American artist and activist Keith Haring by partnering with the foundation that bears his name. At stake ? A series of NFTs, offered at three levels of rarity and price, available in limited edition from April 10, the date dedicated to National Youth HIV/AIDS Awareness Day, until June 1. 100% of the purchase price from primary sales of this collection will be donated to the MAC Viva Glam Fund to support young people affected by HIV/AIDS, while 2.5% of secondary sales made on OpenSea will be donated to the Keith Haring Foundation.
“Viva Glam is an icon for MAC, just like our lipsticks, and as our relationship with technology evolves as a company, we also need to expand the way we fundraise for the campaign. This will be the first time in 27 years of Viva Glam history that fans and supporters in the United States will be able to contribute to Viva Glam without purchasing a physical lipstick. It’s an exciting time for us and we hope this limited edition NFT collection brings us will help reach a new audience and raise more funds,” says André Branch, MAC Cosmetics General Manager, North America.
For this first foray into the metaverse, MAC Cosmetics will offer three embellished lipstick animations inspired by the American artist’s iconic works of art. All created hand in hand with ConsenSys, specialist in blockchain technology. Enthusiasts and collectors will be able to try to obtain the ‘Keith Haring Red – Rare’ offered up to 5,000 coins minted on demand at 25 dollars, the ‘Keith Haring Blue – Exclusive’, offered in 250 coins at the price of 150 dollars, or the ‘Keith Haring Yellow – Icon’ available in a limited edition of 25 pieces at the price of 1,000 dollars.
Only valid in the United States, this initiative will support young people affected by HIV/AIDS. In 2020, nearly 38 million people were living with HIV worldwide (source: Sidaction).
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MAC Cosmetics pays tribute to Keith Haring for its first NFT collection
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