VIVA MAC - AIDS, Fashion, and the Philanthropic Practices of MAC Cosmetics (Paperback)

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.

General

Imprint:	University of Toronto Press
Country of origin:	Canada
Release date:	April 2019
First published:	2019
Authors:	Andrea Benoit
Dimensions:	229 x 152 x 19mm (L x W x T)
Format:	Paperback - Trade
Pages:	312
ISBN-13:	978-1-4875-2028-1
Categories:	Books > Arts & Architecture > Performing arts > Television Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	1-4875-2028-X
Barcode:	9781487520281

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