Movember is a charity started in 2003 which aims to raise awareness for testicular, prostate cancer and mental health problems; and the campaign encourages men around the world to grow a moustache for the 30 days of November and encourage friends and family to make a donation in honour of their efforts.
Rather than see it affect razor sales or the men’s toiletries market, men’s grooming brands can get behind the campaign, according to Euromonitor Beauty and Personal Care Analyst Nicole Tyrimou.
Unshaved look boost
“As far as the Movember campaign is concerned, as it only takes place during one month of a year, it doesn’t really affect demand on products overall,” she tells CosmeticsDesign-Europe.com.
“What it does do however, is raise awareness on men’s health related issues and simultaneously raise the profile of the on-going trend of an unshaved look (or hipster beards if you want to say that).”
According to the market expert, last year razors and blades remained static in the UK with a 0.7% growth while they declined in the US for the first time since the height of the recession.
“So while the cost of razors was initially the reason for men shaving less, it has also become a fashion statement and with a known charity backing this trend, it elevates its image and increases social acceptance both in the work place and in society on moustaches and beards,” she adds.
As part of its support for the Movember campaign, Euromonitor will be publishing weekly articles on men's grooming including exclusive interviews with men's grooming brands; on its Beauty Passport page as well as featuring analysis on the men’s grooming market on our blog.
The best a man can get…
Also getting involved, Procter & Gamble’s Gillette brand is partnering with Movember for the third year with the aim of changing the face of men’s health, ‘one Mo at a time.’
The idea for the leading razor manufacturer is to encourage the campaign but also to offer styling and grooming tips.
“The more impressive and stylish your Mo, the more people will donate. I hope that men unite in growing their moustaches to help raise money and awareness for a brilliant cause that has helped change the face of male health over the past 10 years,” says Gillette ‘Man of Style’ Dan Rookwood.
Gillette Brand Manager Jared Regan adds “It’s fantastic to be supporting Movember again this year. Gillette is a brand with a long history of excellence and as key fundraising partner for Movember, it’s important to get the community involved for the greater good.”
Since the launch of Movember in 2003, over 4 million moustaches have been grown with over £346 million (€440m) raised.