In November thousands of blokes eschew the clean-shaven look and grow moustaches to raise funds and awareness for Men’s health issues in particular major killers, prostate and testicular cancer. I’m watching with glee as my brother in law’s tache, (or as  the official lingo would have it, my mo-bro-in-law’s mo) sprouts.

Movember started in Australia in 1999 and since then has grown to inspire more than 1.1 million chaps across Australia, New Zealand, US, Canada, UK, Finland, the Netherlands, Spain, South Africa and Ireland raising more than £106m.  That’s a lot of facial topiary and a big wad of cash to boot.  Also critically it’s shattering taboos and raising awareness.

I’m working in Mexico City this week and while this was once a moustachioed metropolis, the taches are now few and far between.   Clearly, the  Latin American market for male grooming products is booming.   According to CASIC, the Chamber of the Latin American Cosmetics Industry, the male grooming market is worth $4.867bn p/a.

Movember should really make a push in Latin America  -  there’s support and oooh the potential – just check out the posters.   But, in the meantime, if  I want to see a full blown Mexican tashe I’ll have to head down to the Frida Kahlo museum and pay homage to the original Mo-sis!