BOOK

Viva M.A.C : AIDS, fashion, and the philanthropic practices of M.A.C Cosmetics

Benoit, Andrea, 1967- author

2019

Overview

\"This is the first cultural history of the originally Canadian company M.A.C Cosmetics, charting the evolution of M.A.C's unusual corporate philanthropy around HIV/AIDS awareness. The book situates M.A.C's remarkable corporate philanthropy within three cultural and social phenomena of the 1980s and 1990s: the revitalization of the Toronto fashion industry, the evolution of the AIDS epidemic in North America, and the increasing commodification of social causes. Describing M.A.C's philanthropic work through its VIVA GLAM fundraising lipstick, this book delves into the history of its charity, the M.A.C AIDS Fund, which featured drag performer RuPaul and singer k.d. lang in its first advertising campaigns. M.A.C defied the stigma associated with AIDS that alarmed many other corporations, and instead engaged in AIDS advocacy while maintaining its creative and fashionable authority. Framed by Pierre Bourdieu's field theory and Judith Butler's gender theory, and engaging with archives, contemporaneous media communications, and interviews with key fashion figures, the book explains how M.A.C's activities around AIDS philanthropy were based in specific cultural practices, rather than being part of a strategic marketing plan. Ultimately, M.A.C's unusual style of corporate social responsibility originated and functioned within the same field of cultural production in which the AIDS crisis was directly experienced: fashion. As such, M.A.C's activities can be viewed as markedly different from other cases of corporate philanthropy or cause marketing.\"-- Provided by publisher.

• Publisher: University of Toronto Press
• Subject: M.A.C Cosmetics (Firm) History. / M.A.C Cosmetics (Firme) Histoire. / Cosmetics industry Social aspects Ontario Toronto Case studies. / Fashion Social aspects Ontario Toronto Case studies. / Corporations Charitable contributions Ontario Toronto Case studies. / Social responsibility of business Ontario Toronto Case studies. / AIDS (Disease) Social aspects Ontario Toronto Case studies. / Cosmâetiques Industrie Aspect social Ontario Toronto âEtudes de cas. / Mode Aspect social Ontario Toronto âEtudes de cas. / Sociâetâes Dons de charitâe Ontario Toronto âEtudes de cas. / Entreprises Responsabilitâe sociale Ontario Toronto âEtudes de cas. / Sida Aspect social Ontario Toronto âEtudes de cas. / AIDS (Disease) Social aspects. / Corporations Charitable contributions. / Fashion Social aspects. / Social responsibility of business. / Ontario Toronto.
• ISBN: 9781487520281, 148752028X, 9781487500405, 1487500408

Item info:

1 item available

1 item total in all locations

Holdings :

Call Number	Copies	Material	Location
HD9970.5.C674 M373 2019	1	BOOK	AUTOSTORE