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.

Andrea Benoit is the Academic Review Officer in the Faculty of Arts & Science at the University of Toronto, and Adjunct Assistant Professor of Media Studies in the Faculty of Information and Media Studies at the University of Western Ontario.

Andrea Benoit's profile page

• Short-listed, 2021 Heritage Toronto Book Award
• Winner, Business History Book Prize Canadian Historical Association | La Société Historique du Canada
• Winner, National Business Book Award

"The book makes important contributions to urban history, the history of queer life, the history of corporate social responsibility, Canadian business history and the history of beauty and fashion."

<i>Canadian Business History Association</i>