Gillette, the razor-and-grooming brand with Boston roots, is mounting a November mustache crusade as part of an effort to raise awareness about some unpleasant men’s health issues.
It’s de rigueur, of course, that a mustache crusade must be propelled by celebrity star power. And football players on board include Danny Amendola of the Patriots, Victor Cruz of the New York Giants, and Clay Matthews of the Green Bay Packers. The crusade’s team captain is Kate Upton, a starlet who has gained renown for gracing the pages of the Sports Illustrated swimsuit issue.
For this crusade, Gillette is partnering with Movember, a global men’s health charity that looks to raise funds and awareness to combat prostate and testicular cancer.
Part of the partnership’s plan is to encourage men to become “Mo Bros” --- gents who start the month of November clean-shaven but then let their mustaches grow over the ensuing four weeks.
The idea is for these men to sign up friends and family to support their mustache-growing efforts by making donations to the cause of men’s health. (Gillette will also be making donations. Mustache-growing gents are invited to join Team Gillette.)
Gillette’s mustache crusade isn’t for men only --- women who support men growing November mustaches can become a Mo Sista, the brand says.
Aside from doing good on the men’s health front, the November mustache crusade offers Gillette an opportunity to tout its Fusion ProGlide Styler, a grooming device designed to help men trim and edge facial hair.
Once Gillette regarded five o’clock shadow as an affront to its bottom line. But in recent years, it has taken a more relaxed view toward men who grow beards, mustaches, or sideburns, and it is now courting them as a customer demographic.
Gillette, a unit of Procter & Gamble Co., issued a press release that included a statement from the “ultimate Mo Sista” --- a.k.a. Kate Upton.
Said Upton, “I know Team Gillette will be rocking some awesome Mo’s by the end of the month, and it couldn’t be for a better cause.”
Chris Reidy can be reached at email@example.com.