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.