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VIVA MAC on Hardback by Andrea Benoit
VIVA MAC on Hardback by Andrea Benoit
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VIVA MAC

AIDS, Fashion, and the Philanthropic Practices of MAC Cosmetics
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Hardback
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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.

Author Biography:

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.
Release date Australia
May 2nd, 2019
Author
Audiences
  • Professional & Vocational
  • Tertiary Education (US: College)
Illustrations
30 b&w illustrations
Pages
312
Dimensions
159x235x25
ISBN-13
9781487500405
Product ID
28725741

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