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

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.