Unilever has unveiled a wealth of new products across its major personal care brands – as part of its sponsorship of this summer’s FIFA World Cup 2026.
Lynx, Sure, Dove and Radox have all added lines, as Unilever seeks to underline its “commitment to leveraging the power of sport to deepen brand love, drive cultural relevance, and deliver significant growth for retailers”.
Lynx has added the limited-edition Marshmallow Smoke to its premium Fine Fragrance collection of deodorant. The variant will be initially available in a gold World Cup design (rsps: £3.95/150ml & £4.60/200ml).
The bestselling Lynx Africa has been given a makeover for the tournament, which will kick off on 11 June. It is joined on shelf by the new Lynx Number 10 body spray and shower gel – initially available in World Cup branding. Rsps range from £2.65/150ml to £4.50/300ml.
Lynx has also teamed up with The Sidemen ahead of the YouTube collective’s charity football match on 18 April. The brand will work with up to 2,000 creators to produce 5,000 pieces of social content. “This strategic move directly reflects Unilever’s social-first approach, which focuses on leveraging digital communities and authentic creator voices to connect with consumers where they already are, driven by social insights into changing behaviours,” the fmcg powerhouse said.
Lynx sister brand Sure has unveiled three limited-edition designs across its Nonstop aerosol lineup, plus an eight-strong Thermocool range. It comprises 250ml sprays (rsps: £2.85) and 50ml roll-ons (rsp: £1.50) across fragrances such as Menthol & Blue Lavender and Frozen Acai & Jasmine. All promise 72-hour antiperspirant protection.
For Unilever’s Dove brand, World Cup launch comprises three limited-edition Men + Care FIFA Active lines: 72-hour (rsp: £5.25) and 48-hour (rsp: £2.80) deodorant sprays and a hair, face & body wash (rsp: £3.75).
It has also added limited-edition packaging for its Dragon Fruit Advanced bodywash and deodorant, aimed at female shoppers, to drive collectability and excitement. “While the world will be talking about men’s teams during the tournament, Dove will also engage consumers with dedicated activity heroing women and girls and their involvement in sport,” said Unilever.
Finally, the supplier’s Radox brand has unveiled limited-edition Feel Energised FIFA World Cup 26 shower gel (rsp: £1.50).
To support the various innovations, Unilever will run FIFA World Cup 26 PoS and free-standing display units across major grocery and beauty retailers, supported by cross-brand and brand-specific retail media in-store and online.
This summer was “set to captivate the hearts of football fans around the globe. Sports sponsorships enable brands to connect and engage people through their passion points,” said Komal Patel, Unilever’s European sports & entertainment partnerships director for personal care.
“Our multi-brand innovation for FIFA World Cup ’26 offers retailers a significant sales opportunity by tapping the buzz of competition and allowing fans to get into the football spirit from the very start of their day,” she added.
“Crucially, our sport sponsorships ensure our personal care brands show up at key cultural moments throughout the tournament, helping retailers tap into increased demand and excitement among football fans. This entire initiative forms part of Unilever’s broader commitment to sport-led growth.”
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