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Grooming is on its biggest stage with World Cup 2026

Unilever launched its largest activation focusing on grooming at the biggest sports event happening right now

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Ball, Football, Soccer
Nattawit Khomsanit / shutterstock

We don’t talk enough about men’s grooming. Skincare, haircare, nails, and teeth are all important for your personal appearance and overall health. Typically, we tend to put it on the back burner while we focus our time on things with a more measurable return on time investment. Sure, we used to get away with this because guys like John Wayne, Clint Eastwood, and Paul Newman were regarded as examples of the rugged male aesthetic that didn’t need the attention to moisturizing and conditioning. Nowadays, though, men like George Clooney and Brad Pitt are seen as sex symbols deep into their sixties, and it is largely thanks to skincare. Recently, if you have been watching the World Cup, you may have noticed a focus on the grooming marketing. That is because Unilever has launched its largest activation ever with a sponsorship of the FIFA World Cup 2026.

The FIFA World Cup 2026™ will be the most socially connected and inclusive tournament in our history. Football today lives in real time, in culture and on social platforms – and this tournament is designed to be experienced, shaped and shared by fans wherever they are. – Romy Gai, Chief Business Officer, FIFA

Men’s grooming on the big stage

Ball, Football, Soccer
Dr. Squatch

Why is this important? Because the World Cup is one of the biggest sporting events in the world, it is encouraging to see the focus shift from beer and clothing to grooming. Brands like Dr. Squatch are launching limited edition products, and Dove is focusing on keeping youth playing the game. The hope is that this continues the growth of men’s grooming as an integral part of longevity and overall health.

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“The FIFA World Cup 2026™ is one of the biggest cultural moments on the planet,” says Afke van de Klashorst, Vice President of Integrated Brand Experience, Unilever Personal Care. “Our ambition is for our brands to show up in spaces where fandom lives and in ways that are authentic, native to social, and meaningful, bringing freshness and confidence to matchday moments that matter most to fans, players, and spectators. This activation reflects how we’re engaging with sport not just as sponsorship, but as a platform to build brand desire and cultural relevance to drive superior growth.”

Mark D McKee
Mark D McKee
Editor
Mark cut his teeth in the men’s style world when he sold suits first at box stores such as Men’s Wearhouse and Jos. A. Bank… Read Full Bio
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