Lady Gaga returns as face of MAC

Theatrical pop star Lady Gaga has partnered once again with MAC as the face of their Viva Glam fundraising cosmetics line, reports Coco Perez.

This year, Gaga goes girly, with ads showing the usually flamboyant singer in something a little more subdued. With long blonde hair and heavy eyeliner, she stands bathed in a pink glow of light, clutching a collection of jewels. The new Lady Gaga lipstick will be available in North America on February 17, and goes on sale internationally in March.

Last year’s ads, by contrast, saw her camping it up with ’80s pop star Cyndi Lauper for the Viva Glam 2010 campaign. The two blonde singers, each with their own signature lipstick colour, posed in lingerie and playing with oversized props in front of a red and white striped wall.

The Viva Glam line was established by MAC in 1994, with all proceeds going to the M•A•C AIDS Fund, which helps men, women and children suffering from AIDS.

Over the years, Viva Glam has attracted a number of high-profile spokespersons, including Ru Paul as the inaugural face of the brand, kd lang, Elton John, Mary J. Blige, Lil’ Kim, Shirley Manson, Christina Aguilera, Missy Elliott, Boy George, Pamela Anderson, Eve and Fergie.

MAC Cosmetics was founded in Toronto in 1984 and had expanded into the U.S. by 1991. Although originally intended only for make-up artists, it has become popular with consumers.