Wilkinson Sword is launching a men’s grooming salon in central London for one month. It is part of the razor brand’s sponsorship of a charity moustache growing competition.
Entrants to Movember grow and groom a moustache over the month long event in a bid to grow awareness of men’s health issues and raise money fro Prostate Cancer Charity.
The Wilkinson Sword salon, which will open on London’s Charlotte Street, will be called Mo’s Moustache Emporium and will maintain participants moustaches for free. It will also sell a range of Wilkinson Sword products with profits going directly to charity.
Wilkinson Sword is supporting the drive with an integrated campaign, which includes press and online advertising and an experiential programme. A website and virtual store has also been developed as part of the campaign.
All funds raised in the UK will go directly to the Prostate Cancer Charity, last year UK participants raised £1,039,799.