Unilever is launching a FIFA World Cup 2026-linked innovation drive across Sure, Lynx, Dove and Radox, as it looks to use the tournament to drive summer sales in personal care and give retailers a fresh reason to build event-led displays.

The range spans both limited-edition packs and new product launches.

The line-up includes Lynx Marshmallow Smoke in World Cup packaging, new Lynx Number 10 variants, limited-edition Sure aerosols and a new cooling range, Dove Men+Care FIFA Active Comfort lines, and a Radox Feel Energised FIFA World Cup 26 shower gel.

The move fits with Unilever’s wider strategy of using major sporting moments to support growth in personal care.

In its full-year 2025 results presentation, the group said FIFA World Cup 2026 activation would be a “real support” for performance, particularly in the second and third quarters.

Unilever said the range will be backed by point-of-sale material, free-standing display units and retail media, with listings secured across major UK grocery accounts and wider rollout planned across convenience, independents and wholesale.

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