Full 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.
Contents
Acknowledgments
Prologue: Rise Up
Introduction: The Rules of Make-up Art Cosmetics
Part I: Spaces of Original Possibilities
1 The Kitchen Sink
2 Fashion Capital
3 Caring Is Never Out of Fashion
Part II: Creative Activism
4 Put Your Money Where Your Mouth Is
5 Selling Out
6 Dragging Theory into Practice
Epilogue: The Brightest Jewel in Our Crown
Notes
Bibliography
Index
