Viva Mac: Aids, Fashion, and the Philanthropic Practices of Mac Cosmetics

By Andrea Benoit

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: Paperback
• Language: English
• ISBN: 148752028X
• ISBN13: 9781487520281
• Release Date: April 2019
• Publisher: University of Toronto Press
• Length: 312 Pages
• Weight: 1.08 lbs.
• Dimensions: 0.8" x 5.9" x 8.9"