latimes.com/business/money/la-fi-mo-movember-marketing-gillette-20121113,0,7480330.story

latimes.com

Movember marketing from Gillette, razor rivals and barbershops

By Tiffany Hsu

8:42 AM PST, November 13, 2012

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Menfolk around the world are growing out their facial hair this month to raise awareness for prostate cancer efforts – a hirsute affair known as Movember.

This is fantastic news for men’s health advocates, some of whom participate in a similar effort dubbed No Shave November, but notably less awesome for companies such as razor makers and barbershops that deal in scruff removal. During the month, such businesses have the tricky task of marketing products and services that much of their target audience has sworn not to use.

Gillette is facing the month full on, launching the eMO’gency Styler Tour to offer free mustache fine-tuning in select cities. Outkast rapper André 3000 Benjamin will join the effort in New York City.

The company also is posting mustache photos and maintenance tips on its Facebook page.

BIC, on the other hand, is ignoring Movember, focusing its efforts this year and next on supporting the Wounded Warrior Project instead.

In Los Angeles, Bolt Barbers Monkey House on Melrose Avenue is staying open  until 2 a.m. each Thursday through Saturday for the rest of the month and offering evening happy hour deals

The Art of Shaving, which has boutiques scattered across the Southland, is matching up to $25,000 in Movember donations. Earlier this month, its Barber Spas offered free shaves to registered Movember participants. The brand is using its Movember Web page to market a specially launched comb and grooming book as well a “Keep it Neat!” section of “grooming essentials to help keep your mo’ in line.”

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