Health and beauty retail staple Boots has landed the official beauty sponsor for ITV2’s hottest summer series Love Island.
For 2021, the love-matching programme is welcoming singletons back to its vivacious villa to battle it out for the season’s crown, with Boots’ beauty, sun and skin care, and male grooming products at the centre of the Mallorca mansion.
Beauty shoppers will also be able to purchase featured products via the Love Island app, as well as a dedicated hub on boots.com.
Former beauty link-ups have been with The Hut Group’s Lookfantastic for the reality series’ first-ever winter season, filmed last year in South Africa.
Meanwhile, Boots rival Superdrug benefited from a spike in website visitors thanks to its deal with the show in 2017, while sales of its Solait bronzing range hit new heights with a 76% increase.
“Love Island has become synonymous with summer and as the most-watched TV programme for 18 to 34-year-olds, the partnership gives us a unique opportunity to turn the heads of this younger demographic,” said Peter Markey, Boots’ Chief Marketing Officer.
“And with over 50 new beauty launches in the past year, we’re certain they’ll find the one for them.”
The deal coincides with the Walgreens Boots Alliance-owned retailer’s ‘Feel Good as New’ summer campaign, hitting in-store marketing and social media this month.
Boots’ ‘Find the one(s)’ creative, which draws parallels between finding the right make-up match and a partner, will also be launching to discover new beauty skus.
“It was important for us to find a ‘feel good’ partner for Love Island that not only appeals to the show’s core audience, but also has the expertise to bring to life what ‘feel good’ means for those watching at home,” added Bhavit Chandrani, ITV’s Director of Creative & Digital Partnerships.
“Boots’ commitment to helping people feel good helps inspire people to look and feel their best in summer.”
