The men’s grooming opportunity at the World Cup

This story is part of our week-long editorial series on how major retailers, fashion conglomerates, beauty brands and CPG startups are leveraging this year’s biggest-ever FIFA World Cup to their advantage.

On June 16, Lionel Messi will appear at Kansas City’s Arrowhead Stadium to begin his sixth and potentially final World Cup campaign. Four years ago, the living soccer legend led Argentina to victory at the 2022 FIFA World Cup in Qatar. Now, Argentina will play its opening game in the 2026 North America-based edition of the international soccer tournament against Algeria, with the 38-year-old Messi still the undisputed star of the South American squad. 

Messi will also be appearing at a Kansas Ulta Beauty store — sort of. On Friday, the soccer star’s namesake fragrance brand will host a giveaway for the launch of the Messi Elixir fragrance, where select attendees will be able to snag Messi fragrance swag and sign up for a chance to win a signed Messi jersey.  

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