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Grooming is on its biggest stage with World Cup 2026

Дата публикации: 21-06-2026 19:16:35

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

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

“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 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

Why ESPN’s Dan Orlovsky Is Dead Wrong About Pedicures — and the Late Kobe Bryant Would Agree 

Accessories, Formal Wear, Tie

If the name Dan Orlovsky rings a bell, you probably know him for two things. He’s the quarterback who infamously ran out of the back of the end zone in 2008 as a member of the Detroit Lions. The move is considered such a bone-headed move that when Cody Kessler did the same thing in 2016, pundits wrote that Kessler pulled a Dan Orlovsky. The name also might ring a bell because of his takes as an NFL analyst on ESPN.

It turns out that there’s now a third reason why the name rings a bell. Earlier this week, Orlovsky said he’s completely against men getting pedicures. The subject came up after football fans learned that Florida Gators football coach John Sumrall, a no-nonsense tough guy, loves getting pedicures. Orlovsky appeared on Mike Greenberg’s Get Up show and made his feelings known.

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The art of the summer scent: Smelling good in the heat with an expert

Person spraying cologne on their neck

I am a fan of a good scent. I write about cologne all the time and became a little obsessed with stacking fragrances and diving deep into the notes that build all my favorite scents. The top notes you smell right away, the heart notes that form the core of the fragrance, and the base notes that stick around the longest. As a matter of fact, Kevin Keller, co-founder of Fulton & Roark is who sent me down the obsessed path when he introduced me to the concept of stacking colognes a few years ago when I interviewed him for a different article on how to select the right cologne. So, now that summer is in full swing, I have been a little focused on what makes up a summer scent and how to keep it strong in the heat and humidity. So I reached out to Kevin and he hit me with some knowledge.

I don’t believe in hard seasonal rules. Fragrance is personal. If you love a dark, smoky scent, you should wear it, even in July. You might just want to go a touch lighter than you would in the winter months. – Kevin Keller, Co-Founder, Fulton & Roark

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Dean Bell hits the road and talks men’s grooming

Adult, Male, Man

Dean Bell is a guy many people know from The Bachelor and The Bachelor in Paradise. He has since updated his image as an influencer searching for adventure. That search has led him to partner with Chevron this summer in celebration of the country’s 250th birthday. In addition to helping many drivers keep their engines in top shape this summer with his support of the gas, he is teaching us something he is adopting this season: Men’s grooming and skincare. As he gets a little older, he is figuring out, with the help of his wife (like most of us), the importance of taking care of his skin. But how is he doing that on the road this year? And how can we learn from his experience?

That’s what grooming is at the end of the day when it comes to skincare. You are basically keeping to your skin as youthful as you possibly can. – Dean Bell

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