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Gillette Wants You To Master Your Mo’ – Enlists Style Icon André 3000 Benjamin

Gillette® (NYSE: PG), the world’s leading male grooming brand, recognizes that November is officially Movember, a time when moustaches – or Mo’s – are front and center all across the U.S., and a month when the very important issue of men’s health and prostate cancer is in the spotlight. Therefore, Gillette is proud to support this global charitable movement by kicking off the eMO’gency Styler Tour, a quest to help men master their most stylish Mo’s. Making pit stops in New York City (November 13), Chicago (November 16), and Houston (November 20), the Mo’ squad will provide complimentary curbside fine tuning and styling services with the go-to mo’ grooming tool, the Gillette Fusion ProGlide Styler, a 3-in-1 facial hair styling tool that trims evenly, shaves closely and edges accurately. Helping to kick off the tour in New York City will be one of Gillette’s three ‘Masters of Style,’ André 3000 Benjamin. After exploring the good, the bad and the ugly of Mo’s across the country, the best Mo’s captured throughout the eMO’gency Styler Tour will be featured on a massive billboard in early December overlooking Times Square in New York City.

“Personal style reflects who you are,” said André 3000 Benjamin. “As a brand ambassador, I am proud to join Gillette in supporting Movember to raise consciousness of an important issue. This is a great example of how your personal style delivers a message and I hope young men across the country elect to participate,” he added.

Once registered at www.Movember.com, men growing out their Mo’s can check out Gillette’s Facebook page for the Library of Mo’ Styles, featuring tips and tricks on which moustache to conquer, as they embark on their month of Mo’ growth. Once they have selected their moustache of choice, they can document their progress by creating a time lapse Mo’ Growth video of their moustache growing journey that they can share with friends. For each photo uploaded to their time lapse video or on Twitter during the month of Movember, Gillette will donate one dollar to support programs run by Movember and its men’s health partner Prostate Cancer Foundation (PCF). Gillette’s Movember team has a goal to make a $50,000 donation, and every photo submitted by a fan will be one step closer to the target. The most shareable Mo’ Growth videos as decided by a panel of internal style judges will also be featured in rotation on the Times Square billboard.

At the end of Movember, guys will be able to take part in one final Mo’ment of Truth challenge on Gillette’s Facebook page or Twitter where they will leave the fate of their Mo’ in the hands of their friends and fellow fans by uploading their final photo at the end of the month as they pose the ultimate question: “Style It or Mo’ It Off?” For every photo submission and ensuing vote, an additional dollar will be donated to Movember.

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Movember

Movember aims to forever change the face of men's health through the power of the moustache, by raising awareness and funds for prostate and testicular cancer initiatives. Since 2003, more than 1.9 million participants have raised over $299MM for the cause, with official Movember campaigns taking place in 21 countries. For more information please visit www.Movember.com. Movember is a registered 501(c)(3) charity.

About Prostate Cancer Foundation (PCF)

The Prostate Cancer Foundation (PCF) is the world’s leading philanthropic organization funding and accelerating research. Founded in 1993, PCF has raised more than $479 million and provided funding to over 1,600 research projects at nearly 200 institutions in 15 countries around the world. PCF advocates for greater awareness of prostate cancer and more efficient investment of governmental research funds supporting transformational cancer research. Our efforts have helped produce a 20-fold increase in government funding for prostate cancer. more information about PCF can be found at www.pcf.org.

Copyright Business Wire 2010

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