A hairy trio said goodbye to their beards for Norfolk's biggest cancer charity.
Three colleagues from the Alan Boswell Group had a close shave to raise cash for the Big C.
They were launching the first in the company's year of fundraising events.
They hope to raise more than £25,000 in total.
Mark Davenport, claims manager, and Paul Cole, senior claims adviser, said goodbye to their beards in gentlemen's grooming barbershop, Swagger and Jacks.
The traditional method of cut- throat shaving took about 75 minutes.
Anthony Lehman, claims handler at the Norwich-based firm, also had his head shaved at the St Benedict's shop.
Mark Davenport has had his beard for 10 years. He said that his 12-year-old daughter was in for a surprise as she had not seen his chin since she was two years old.
One of the conditions of Mr Davenport's sponsorship is that he is clean shaven for at least six months.
The idea for the event came from Anthony Lehman, whose mother, Elaine, was diagnosed with breast cancer earlier this year.
He saw a leaflet challenging men to shave off their hair and thought this would inspire his colleagues.
Every one of the 220 employees across Boswells' six Norfolk and Suffolk offices has been challenged by the directors to raise at least £100 to support Big C, Norfolk's cancer charity.
Lee Boswell, marketing manager at the Alan Boswell Group, said: 'The company is a big supporter of Big C, having sponsored both its ladies' and gents' golf days for the past 20 years.
'We'll also look to raise funds though our annual seven-a-side corporate football tournament at Carrow Road, dress-down days and other fundraising challenges.
'This year it is slightly different. We will all be taking part. Each member of staff can choose his or her challenge and already the initiative has become a talking point in the office.'
To donate, visit www.justgiving.com/teams/ABG-BigC-2016
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