VIVA MˑAˑC: AIDS, Fashion, and the Philanthropic Practices of MˑAˑC Cosmetics

In VIVA  MˑAˑC: AIDS, Fashion, and the Philanthropic Practices of MˑAˑC Cosmetics with in-depth research, analysis, and exceptional writing, Benoit explains how the inclusive corporate social responsibility efforts of  Canadian cosmetics company, MˑAˑC (Make-up Art Cosmetics), emerged from  authentic cultural practices. Published by University of Toronto Press,  the book recounts one of Canada’s great business success stories and its  corporate philanthropy around HIV/AIDS in the 1980s when the fashion  and cultural industries were undergoing a dynamic revitalization. She  explores MˑAˑC’s business history through a cultural lens to offer a new  understanding of how corporations effectively align with social causes.

Andrea Benoit has a Ph.D. in Media Studies from Western University.  She currently works at the University of Toronto in the Office of the  Dean, Faculty of Arts and Science, where she oversees the Faculty’s  academic review process. She researches and publishes in the areas of  advertising, branding, the interconnection of promotional culture and  social causes, and media representations of gender.

The 2020 finalists included:

• Arlene Dickinson, Reinvention: Changing Your Life, Your Career, Your Future, published by HarperCollins Publishers.

• Wendy Dobson, Living with China: A Middle Power Finds Its Way, published by University of Toronto
  Press.

• John Stefanini, More Than We Bargained For: An Untold Story of  Exploitation, Redemption, and The Men Who Built a Worker’s Empire,  published by Sutherland House.