Gillette prepares Movember campaign

Gillette is to launch a 1940s style barbers shop as part of a raft of marketing activity to support its partnership with men’s health awareness initiative Movember.

Masters of Style: Andre 3000, Adrien Brody and Gael García Bernal in Gillette ads.

The shop on London’s Carnaby Street will offer participating “Mo Bros” free “tache touch ups” throughout November as part of its support of the charity initiative, which encourages men to grow a moustache during November to raise funds for cancer charities.

The barbers will also serve as a “gentleman’s club” with a bar and games room where visitors can play traditional “gentlemanly pastimes” such as poker, backgammon, chess, ping pong and pool.

Visitors will be given tips on how to style their moustache, and a luxury shaving experience using the Gillette Fusion Proglide Styler – the grooming tool Gillette launched earlier this year.

The shop will host a number of exclusive events for supporters of Movember including whisky tastings, gigs, live entertainment and cocktail nights.

Gillette says its campaign “embraces the gentlemanly spirit of the mo” and celebrates the timeless qualities of the gentleman.

The campaign is a departure for Gillette. Its usual brand campaigns tread a well worn path featuring sportsmen and focusing on the performance aspect of shaving.

P&G will also launch TV, print and outdoor activity to promote the campaign, which a spokesman says is the first major UK based cause marketing that Gillette has done.

Gillette will also donate £100,000 to the cause raised from purchases of every Movember branded Gillette product sold. Funds raised for Movember go towards Prostate Cancer UK and The Institute of Cancer Research.

Movember has previously partnered with rival male grooming brand Wilkinson Sword.

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