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b"The first cultural history of the iconic brand M\xb7A\xb7C\xa0Cosmetics, VIVA M\xb7A\xb7C\xa0charts the evolution of M\xb7A\xb7Cs revolutionary corporate philanthropy around HIV/AIDS awareness. Drawing upon exclusive interviews with M\xb7A\xb7C co-founder Frank Toskan, key journalists, and fashion insiders, Andrea Benoit tells the fascinating story of how M\xb7A\xb7C's unique style of corporate social responsibility emerged from specific cultural practices, rather than being part of a strategic marketing plan._x000D_\nBenoit delves into the history of the M\xb7A\xb7C 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\xb7A\xb7C 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."