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Social Science Gay Studies

VIVA MAC

AIDS, Fashion, and the Philanthropic Practices of MAC Cosmetics

by (author) Andrea Benoit

Publisher
University of Toronto Press
Initial publish date
May 2019
Category
Gay Studies, General, Media Studies
  • Hardback

    ISBN
    9781487500405
    Publish Date
    May 2019
    List Price
    $90.00
  • Paperback / softback

    ISBN
    9781487520281
    Publish Date
    Apr 2019
    List Price
    $37.95
  • eBook

    ISBN
    9781487510947
    Publish Date
    May 2019
    List Price
    $37.95

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Description

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.

About the author

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.

Andrea Benoit's profile page

Awards

  • Short-listed, 2021 Heritage Toronto Book Award
  • Winner, Business History Book Prize Canadian Historical Association | La Société Historique du Canada
  • Winner, National Business Book Award

Editorial Reviews

"The book makes important contributions to urban history, the history of queer life, the history of corporate social responsibility, Canadian business history and the history of beauty and fashion."

<i>Canadian Business History Association</i>