A CUT ABOVE: Have moustache, will travel. That’s Guerlain’s mantra this month as barbers shuttle around Paris offering men facial-hair trims in support of the Movember Foundation, a charity addressing such men’s health concerns as prostate and testicular cancers, mental health and suicide.
Throughout November, the foundation urges men grow to grow moustaches to raise awareness and funds for its cause.
Guerlain, the LVMH Moët Hennessy Louis Vuitton-owned fragrance and cosmetics label, is offering trims for both moustaches and beards in two of its boutiques and via barbers who are being driven around the French capital in an electric truck.
The moustache trim going for 10 euros, or $10.75 at current exchange, and beard trim priced at 26 euros, or $28, are being carried out in partnership with the hair salon La Barbière de Paris. Full proceeds from the services will be donated to Movember France.
Last November, Guerlain — whose involvement in the program is being led again by its in-house perfumer Thierry Wasser — was the largest contributor to Movember’s cause in France, thanks to a team focusing on moustaches.
Guerlain has been running its social and environmental program, called Au Nom de la Beauté (or In the Name of Beauty), since 2007. The platform has as a focus six main themes: biodiversity, eco-conception, social responsibility, responsible purchases, eco-responsibility and transport. The organization is driven by Guerlain’s chairman and chief executive officer Laurent Boillot with a dedicated team comprised of a steering committee of 15 representatives from the brand’s divisions.
“It is everyone’s responsibility to write and deploy an action plan tailored to their site or their department, according to their area of expertise and a precise objective defined on an annual basis,” according to Guerlain.
Since 2003, millions of people have taken part in Movember’s annual November campaign, which has permitted the association to finance more than 1,000 programs backing the research of illnesses affecting men, particularly prostate cancer.
The Barber Truck, which produces no emissions, is a prototype developed by Renault Trucks and Speed Distribution Logistique.
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