VIVA MAC: AIDS, Fashion, and the Philanthropic Practices of MAC Cosmetics - Image 1

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University of Toronto Press VIVA MAC: AIDS, Fashion, and the Philanthropic Practices of MAC Cosmetics

Name: VIVA MAC: AIDS, Fashion, and the Philanthropic Practices of MAC Cosmetics
Brand: University of Toronto Press
Price: 44.42 GBP
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Business & Economic History

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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.

Product Specifications

Brand: University of Toronto Press
Format: hardcover
ASIN: 1487500408
Category: Books > Subjects > Business, Finance & Law > Biographies & Histories > Business & Economic History
Domain: Amazon UK
Release Date: 02 May 2019
Listed Since: 10 November 2018

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University of Toronto Press VIVA MAC: AIDS, Fashion, and the Philanthropic Practices of MAC Cosmetics

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