World Cup 2018: How football propelled the male beauty industry

Just a few days before the World Cup 2018 in Russia, Cosmetics Business explores how football has contributed to a $50bn male grooming industry and what beauty brands can do to help women's football

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With the World Cup 2018 about to kick off, this summer consumers can look forward to supporting their countries, against an educational backdrop of Russian railways, Chinese state-owned electronics and Hong Kong headquartered dairy products.

As key sponsors, including J&J, severed ties with the world’s largest football competition after the Fifa corruption scandal, Chinese companies have secured an unprecedented amount of marketing deals at 2018’s tournament in Russia.

This year is also the first tournament since 1982 that . . .

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