Gillette is celebrating men’s pride, moustache or Mo’s, by launching a new activation dedicated to male’s facial hair. November is the month to raise awareness of very important issue of men’s health and prostate cancer, and big brands along with other related organizations launch campaigns revolving around the Movember (Mo+November). As part of the national US program, Gillette is launching the eMO’gency Styler Tour, “a quest to help men master their most stylish Mo’s,” and launches a tab on its Facebook page, inviting male audience to discover more facial hair styles and contribute to the good cause.
Photo: Gillette releases the Capture your Mo’ app to support Movember, www.facebook.com/gillette
Since November is traditionally a month of growing moustache, in the US Gillette embarks on a tour across three cities, York City, Chicago and Houston, to support men who pledged to grow profound mo’s by providing them with some tuning and styling services. One of Gillette’s three “Masters of Style,” André 3000 Benjamin, will help kick the tour. The best Mo’s selected during the eMO’gency Styler Tour will get featured on a huge billboard, which will appear in early December at Times Square in NYC.
The brand has also teamed up with ZERO partners, a health-care national nonprofit organization working to support prostate cancer elimination, to launched a new campaign Capture your Mo’ to generate more money for the researches. The brand has released an app on its Facebook page, which enables users to launch daily snaps of their growing facial hair to see how their Mo’s grow over a month. For every photo of the mo’s uploaded from November 1 through November 30, the brand will donate $1 to ZERO to raise awareness of prostate cancer and end the disease (up to $50,000). The most shareable Mo’ Growth videos, selected by internal style judges, will be also showed on the Times Square billboard. In late November, participants will post their final photos, asking the public if they should shave the Mo off or Style it—the brand will also donate one dollar for every photo submission and ensuing vote.
The Movember is supported by a range of brands including Sony, which launched an app celebrating moustaches in movies, HP, which launched its limited-edition moustache bottles, and Philips, which is providing tips and psychological support to men who decided to grow moustaches.