VIVA M•A•C: AIDS, Fashion, and the Philanthropic Practices of M·A·C Cosmetics (G - Reference, Information and Interdisciplinary Subjects)

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Synopsis
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.
Copyright:
2019

Book Details

Book Quality:
Publisher Quality
ISBN-13:
9781487510947
Related ISBNs:
9781487500405, 9781487520281
Publisher:
University of Toronto Press, Scholarly Publishing Division
Date of Addition:
Copyrighted By:
University of Toronto Press
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
History, Nonfiction, Gay, Lesbian, Bisexual and Transgender, Social Studies
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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