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Face Value: Beyond The Surface Of Brand Philanthropy And The Cultural Production Of The M.A.C Aids Fund, Andrea Benoit

Electronic Thesis and Dissertation Repository

This dissertation provides a cultural and business history of M.A.C Cosmetics and its philanthropic arm, the M.A.C AIDS Fund. M.A.C Cosmetics originated in Toronto, Canada in 1981 and its growth coincided with the AIDS epidemic. Since 1994, the M.A.C AIDS Fund has raised more than $315 million for organizations that assist people affected by HIV/AIDS, through the sale of M.A.C’s VIVA GLAM lipstick. While some business scholars have discussed M.A.C’s distinctive use of cause marketing, very few works on the cosmetics industry, as well as cultural and media studies works on cause marketing, have dealt at length with M.A.C. Tracing …