VIVA M A C: AIDS, Fashion, and the Philanthropic Practices of M A C Cosmetics

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University of Toronto Press, Apr 18, 2019 - Business & Economics - 312 pages

The first cultural history of the iconic brand MAC Cosmetics, VIVA MAC charts the evolution of MAC's revolutionary corporate philanthropy around HIV/AIDS awareness. Drawing upon exclusive interviews with MAC co-founder Frank Toskan, key journalists, and fashion insiders, Andrea Benoit tells the fascinating story of how MAC'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 MAC 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 MAC 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.

 

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Contents

Rise Up
3
The Rules of Makeup Art Cosmetics
14
Spaces of Original Possibilities
35
Creative Activism
131
Colour plates follow page 182
182
The Brightest Jewel in Our Crown
217
Notes
221
Bibliography
245
Index
263
Copyright

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About the author (2019)

Andrea Benoit is the Academic Review Officer in the Faculty of Arts & Science at the University of Toronto, and Adjunct Assistant Professor of Media Studies in the Faculty of Information and Media Studies at the University of Western Ontario.

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