On February 19th, 2021 Dr. Andrea Benoit presented and discussed issues around corporate social responsibility that stem from research based upon her award-winning book, VIVA MAC: AIDS, Fashion, and the Philanthropic Practices of MAC Cosmetics (University of Toronto Press, 2019). This presentation is now available for viewing on the CBHA/ACHA YouTube Channel.
Recipient of the $30,000 2020 National Business Book Award, VIVA MAC, is the first cultural history of the iconic brand M·A·C Cosmetics, one that 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. Utilizing exclusive interviews with M·A·C co-founder Frank Toskan, key journalists, and fashion insiders, VIVA MAC 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.
You can view the video presentations HERE.