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

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

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Note: This title is available in limited quantities, but more are on their way! Orders will be fulfilled on a first come, first served basis, however we will ensure that all orders for Heritage Toronto titles placed by October 31 will receive their copies. If your order is being shipped, we will send out the package once all the stock is available (no partial shipments).

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.