Viva M. A. C
Andrea Benoit • 2019 • University of Toronto Press, Scholarly Publishing Division
- Author
- Andrea Benoit
- First published
- 2019
- Genres
- Business · History
- Subjects
- Cosmetics · Industries, canada · Fashion · Social responsibility of business
- ISBN
- 9781487520281
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Where it came from
Published in 2019 by the University of Toronto Press, Viva M. A. C examines the history of the M. A. C AIDS Fund and its broader integration into corporate social responsibility strategies. Author Andrea Benoit traces how the cosmetics company transitioned from its niche, countercultural roots in the 1980s to become a global entity that prioritized philanthropy—specifically HIV/AIDS advocacy—as a core component of its brand identity.
Benoit’s research analyzes how the 'Viva Glam' campaign and the company's commitment to social activism reshaped the relationship between consumerism and corporate identity. The book serves as a scholarly exploration of how a beauty brand successfully leveraged celebrity partnerships and institutionalized giving to build lasting consumer loyalty, positioning itself as a moral force within the competitive landscape of the fashion and beauty industries.
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About Viva M. A. C
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