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VIVA MAC : AIDS, Fashion, and the Philanthropic Practices of MAC Cosmetics, Hardback Book

VIVA MAC : AIDS, Fashion, and the Philanthropic Practices of MAC Cosmetics Hardback


The first cultural history of the iconic brand M A C Cosmetics, VIVA M A C charts the evolution of M A C's revolutionary corporate philanthropy around HIV/AIDS awareness.

Drawing upon exclusive interviews with M A C co-founder Frank Toskan, key journalists, and fashion insiders, Andrea Benoit tells the fascinating story of how M A C's unique style of corporate social responsibility emerged from specific cultural practices, rather than being part of a strategic marketing plan. Benoit delves into the history of the M A C AIDS Fund and its signature VIVA GLAM fundraising lipstick, which featured drag performer RuPaul and singer k.d. lang in its first advertising campaigns. This lively chronicle reveals how M A C managed to not only defy the stigma associated with AIDS that alarmed many other corporations, but to engage in highly successful AIDS advocacy while maintaining its creative and fashionable authority.


  • Format: Hardback
  • Pages: 312 pages, 30 Illustrations, unspecified
  • Publisher: University of Toronto Press
  • Publication Date:
  • Category: Media studies
  • ISBN: 9781487500405

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