Wahl Marketing Director Steve Yde said during his nine years at
the company, the percentage of U.S. men sporting the stubbly look
at least part of the year has grown to 16% from 3%. The mustache,
thought to be a creature of the 1970s and "80s, has been a fixture
on about 40% of men's faces at sometime each year for decades, Mr.
Yde said. And the goatee has remained even more popular, worn by 55
million to 60 million American men at some point each year, he
For Gillette, whose Procter & Gamble Co. sibling Mr. Clean
also has promised on Twitter (@RealMrClean) to grow a virtual mo, Movember
this year was a natural fit -- both to support men's health and
because the brand has launched a Fusion ProGlide Styler to trim
facial hair, a spokeswoman said.
Facial hair was common prior to World War I, when the Army
required men to be clean-shaven so their gas masks would fit, Mr.
Yde said. After soldiers returned, Col. Jacob Schick (yes, that
Schick) used ads equating being clean-shaven with patriotism, Mr.
Yde said -- a notion that stuck until the 1960s.
Now, marketing is starting to back facial hair. Via agency HY
Connect, Milwaukee, Wahl is backing its effort with ads on
us.movember.com and 15-second spots in Times Square. P&G,
meanwhile is doing a three-city eMo'gency Styler Tour featuring
Andre "3000" Benjamin, one of its "Masters of Style" from its
Styler campaign, and a billboard on Times Square in December by
Part of the popularity of Movember comes from men's reaction to
the ubiquitous pink of October and Breast Cancer Awareness Month,
said Movember Chief Operating Officer Jason Hincks.
"When we looked at money being raised for charity, No. 1 is
women's health issues," Mr. Yde said. "No. 2 is children's health.
No. 3 is dogs. And No. 4 is men. So we were trying to get above the
Mr. Hinks said 175,000 U.S. men have signed up to grow
charitable mustaches as of Nov. 8, already ahead of last year's