The illnesses uniquely affecting men are continuously evolving. Mental health problems among men and boys are growing. The number of instances of testicular cancer has doubled over the past 50 years, for example, while instances of prostate cancer are increasing - it is predicted that more than 450,000 cases will be diagnosed annually by 2020. That is why Men Expert, a L’Oréal Paris brand, chose to join forces with the Movember Foundation, an international men’s health organisation. In 2017, this partnership raised more than 530,000 euros for research into prostate and testicular cancer, and suicide prevention. The L’Oréal Paris brand ambassadors were encouraged to take action to publicise this men’s health awareness campaign. Wearing a moustache – the symbol of the campaign – they participated in videos delivering advice and information, and encouraging men to talk about their health.