URW launches five-year partnership with Unilever x Lifebuoy across 66 centres


Unibail-Rodamco-Westfield, the premier global developer and operator of flagship shopping destinations, launches a five-year partnership with Unilever to provide the world’s number one hygiene soap brand, Lifebuoy, to all 66 URW centres in the group’s UK and European property portfolio, reaching approximately 800 million customers. Throughout the partnership, Lifebuoy will feature in key centre marketing campaigns and initiatives, plus media campaigns will run on hundreds of digital screens across the largest shopping centre network in Europe. The partnership has recently launched at Westfield London and Westfield Stratford City.

Lifebuoy, Unilever’s top selling hand sanitiser brand will provide sanitisation units in 66 centres across 11 European countries including the United Kingdom, France, Germany, Spain, Sweden and Austria, as the exclusive hand sanitiser provider to Europe’s top retail destinations. The five-year partnership underlines URW’s commitment to ensuring its retail destinations are safe and trusted places for visitors.

Lifebuoy is an integral part of the Unilever portfolio of brands, founded in 1894 to help fight the cholera pandemic, and returned to the UK in 2020 in light of the COVID-19 pandemic. The hand sanitiser gel kills 99.9% of viruses and bacteria, and is accredited by the Royal Society of Public Health.

The partnership includes Lifebuoy and Unilever branding across Unibail-Rodamco-Westfield’s in centre health and safety campaign; Working Together. Lifebuoy-branded dispensers will be positioned at multiple points around the centres including lift lobbies, escalator points and within the food court areas.

Grace Charge, head of brand experience for UK and Europe at URW, comments: “We are delighted to launch our five year partnership with Unilever, giving Lifebuoy the ultimate platform across our European centre portfolio with access to 800m customers each year.  This partnership reinforces our commitment to the health and safety of visitors and retailers within our destinations, creating a safe, welcome and enjoyable experience for all. Brand’s choose to partner with us as we create unique opportunities to deliver innovative, memorable experiences that customers can engage with which offer mutual benefits for both our customers and brands. We look forward to providing the world’s number one hygiene soap brand at our centres.”

Benoit Roger-Machart, managing director, Lifebuoy UK & Ireland, added: “As shoppers start to go out and about more now, we want to continue to play our part in helping to keep them safe and one of the most effective and proven ways of doing this is to keep hands clean and sanitised to help prevent the spread of COVID-19.  By providing the millions of people that visit Unibail-Rodamco-Westfield destinations each month with our state-of-the-art dispensers and sanitiser we’re able to provide shoppers with the reassurance they need to be able to return to shopping venues across Europe.  Through the five-year partnership we’ll be launching new marketing campaigns and initiatives across the Westfield network through digital screens, sampling and exclusive offers.”