It is partnering with the organization, which is now the largest men’s charity foundation in the world, through its high profile Men Expert male grooming and skin care range.
The partnership was first forged last year, when the brand put its name to the cause to help raise funds used to increase awareness of men’s health issues.
Movember highlights problems not discussed
The foundation, which is now entering its 11th year, has helped to break down barriers caused by men’s health issues that are often not discussed or ignored, including testicular and prostrate cancer, as well as the growing incidence of mental health issues in men.
In particular, the incidence of testicular cancer has doubled in the past 50 years, which is leading to an expected 450,000 new diagnoses each year by the year 2020.
Focusing on the European region, the initiative encourages men to grow moustaches in an effort to raise awareness of these problems and to help cultivate charitable sponsorship that is helping to fund groundbreaking medical research.
Building on the success of 2017
In 2017, L’Oréal’s involvement in the charity through its Men Expert brand helped to raise more than €530,000 for funds used to help research into testicular and prostrate cancer, as well as male suicide prevention.
That year, L’Oréal’s Men Expert brand ambassadors grew moustaches during November, bringing in sponsorship from colleagues, family and friends that helped the team reach its milestone figure.
This year Mens Expert teams from across the region are again growing out their facial hair in the hope that the sponsorship funds they will raise will top the figure for 2017.