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Lifebuoy partners with O2 to support a safe return to live events


Average read time: 5 minutes

As live venues start to open up once more consumer safety is a priority with 75% of customers citing that hand sanitiser stations are the most important safety measure they’d like to see implemented.

An image of the O2 arena with a digital display announcing Lifebuoy as the official hand sanitiser of the O2.

Unilever brand Lifebuoy, the world’s number one hygiene soap 1 brand, has announced a multi-year partnership with The O2 as once more, the world’s most popular music, entertainment and leisure venue opens up for live events. The new partnership, brokered by AEG Global Partnerships, will see Lifebuoy as the ‘Official Hand Sanitiser Partner’ to The O2 arena and surrounding leisure space.

With live events being put on hold for over a year now, research demonstrates that consumers are keen to experience live events, but with the reassurance of enhanced health and safety protocols. Research conducted by The O2 shows that 75% of customers cite hand sanitiser stations as the most important safety measure they would like to see implemented at the venue. The first live event with fans at The O2 to experience these new measures will be The BRIT Awards on Tuesday 11 May 2021.

As well as public safety messages to remind guests to regularly sanitise their hands, Lifebuoy-branded dispensers will be stationed throughout both the arena and venue to make it easy for visitors, staff, and artists to sanitise their hands as they enter and leave. The partnership will also include branding across the venue, as well as pop-up sanitiser / brand activations offering visitors positive experiences and inspiring confidence in coming to visit the venue.

Benoit Roger-Machart, Managing Director, Lifebuoy UK & Ireland said: “With the opportunity for live events opening up once more, we all need to play our part in helping to keep everyone safe. One of the easiest ways to do this is to ensure we continue to sanitise our hands as it’s been proven as an effective measure at helping to keep COVID-19 at bay. By supporting The O2 and its guests with our state-of-the art dispensers we’re able to provide people with the reassurance they need to get back to the excitement of live events and concerts.”

Francis Callejon, Senior Director for New Partnerships at The O2 said: “As a venue, we’re thrilled to be open again and welcome back our fans, bands and brands. Keeping our guests comfortable and safe at the venue has always been our number one priority and with enhanced health and safety measures being implemented across our site, we’re really pleased to be working with our new partner, Lifebuoy, who are supporting us in our return to live events and on an ongoing basis.”

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About Unilever

Unilever is one of the world’s leading suppliers of Beauty & Personal Care, Home Care, and Foods & Refreshment products, with sales in over 190 countries and products used by 2.5 billion people every day. We have 149,000 employees and generated sales of €50.7 billion in 2020. Over half of our footprint is in developing and emerging markets. We have around 400 brands found in homes all over the world – including iconic global brands like Dove, Lifebuoy, Knorr, Magnum, OMO and Surf; and other brands such as Love Beauty & Planet, Hourglass, Seventh Generation and The Vegetarian Butcher.

Our vision is to be the global leader in sustainable business and to demonstrate how our purpose-led, future-fit business model drives superior performance. We have a long tradition of being a progressive, responsible business. It goes back to the days of our founder William Lever, who launched the world’s first purposeful brand, Sunlight Soap, more than 100 years ago, and it’s at the heart of how we run our company today.

The Unilever Compass, our sustainable business strategy, is set out to help us deliver superior performance and drive sustainable and responsible growth, while:

  • improving the health of the planet;
  • improving people's health, confidence and wellbeing; and
  • contributing to a fairer and more socially inclusive world.

While there is still more to do, we are proud to have been recognised in 2020 as a sector leader in the Dow Jones Sustainability Index and - for the tenth-consecutive year - as the top ranked company in the 2020 GlobeScan/SustainAbility Sustainability Leaders survey.

For more information about Unilever and our brands, please visit

About Lifebuoy

Lifebuoy is the world’s number one hygiene soap 1, sold in nearly 60 countries. Through the Lifebuoy brand, we aim to make a difference by creating quality, affordable products and promoting healthy hygiene habits. Since 2010, we have reached over 1 billion people through our handwashing programmes.

The desire to be clean, active and healthy is intrinsic to everyone – irrespective of age or economic status. We understand this and Lifebuoy soap has championed the cause for better health through hygiene for more than a century.

An inspiring vision for more hygienic, healthier and ultimately more vital communities is the driving force behind the Lifebuoy brand. To realize this vision, we look to consistently innovate and provide accessible Lifebuoy products to a wide variety of consumers. The vision also commits the Lifebuoy brand team to visible action, through inspiring projects that motivate consumers to improve their hygiene behaviour.

Since the launch of the Lifebuoy brand in 1894, we have supported people in their quest for better personal hygiene. The classic red bar of soap and its distinctive medicated carbolic scent was synonymous with cleanliness throughout the twentieth century. Today, the brand is so much more. With its many soap variants and specially designed body washes. These, along with the range of liquid hand washes and hand hygiene gel, ensure daily hygiene and freshness for the entire consumers both in and out of the home.

About The O2

The O2 is the world’s most popular music, entertainment and leisure venue and has been visited by over 70 million people since opening in 2007.

Home to The O2 arena, indigo at The O2 and Icon Outlet, one of London’s most exciting retail destinations with up to 70% off 60 superstar brands; The O2 is also home to Up at The O2, a climbing experience across the famous roof, Hollywood Bowl, Cineworld, Oxygen Freejumping, ‘Mamma Mia! The Party’ and over 30 bars and restaurants.

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Calculation based on Nielsen unit sales information for the total markets (approx. 40 countries). Latest 12 months available. Details available on request.

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