LOS ANGELES — Pamela Anderson, MAC Cosmetics’ newest Viva Glam spokeswoman, made a two-hour appearance at the Estée Lauder Cos.-owned brand’s North Robertson Boulevard store here last week, thanking customers who bought Viva Glam lipstick or lip gloss.
Dressed in a customized Swarovski crystal-studded T-shirt and slim jeans, Anderson signed posters of her ads, shot by Michael Thompson, while reminding customers to get tested for HIV and help fight AIDS by purchasing the $14 products. “I’m sure I’ve used tons of MAC during my career,” she said during the appearance on Wednesday night — the eve of World AIDS Day — “and lately, I’ve gotten very used to lip gloss,” she quipped.
The 11-year-old MAC AIDS Fund and Viva Glam campaign, in which 100 percent of product sales go to support people living with HIV, has raised more than $55 million. Since joining the campaign in April, Anderson has raised $11 million, more than any other spokeswoman or spokesman.
“Yeah, well, MAC is already so popular around the world, it doesn’t take a lot to get people to come out,” Anderson said modestly. “I think they want me to stay on for another six months and continue the campaign longer than they normally would with more international appearances.”
The actress, a Canadian native, said she’s wanted to work with MAC for about 15 years, and was thrilled when Estée Lauder global brand president John Demsey asked her to be a part of the campaign. Anderson also supports PETA and Paul and Heather McCartney’s Adopt-a-Minefield charity.
“Not everyone has $100,000 lying around that they can donate to causes,” said Anderson, “but it’s a great lesson for young people to learn that they can do something for people in need by buying something so small for themselves.”
As for venturing into the beauty business herself, Anderson, who has stepped back from her clothing and jewelry business and is focusing on her FOX sitcom, “Stacked,” said she’s going to take her time and start from scratch.
“When you license your name, you lose control of the brand, so I’m trying to start over,” she said. “I want to be so overly involved I think it takes people by surprise that I don’t just want to slap my names on something I wouldn’t wear or use.
This story first appeared in the December 6, 2005 issue of WWD. Subscribe Today.
“I want to have integrity when it comes to my line, so I’m stepping back and then we’ll see what happens. You can only take on so many things,” she said.