Boots named as official Love Island beauty partner for the second year

Boots has renewed its partnership with ITV2’s Love Island as the official beauty partner for the second year.

The partnership will see Boots stock the villa with beauty "must haves", including fragrance, makeup, skincare, haircare, grooming products and sun protection brand Soltan.

New product categories for 2022 include dental, nails, toiletries and travel health.

The exclusive beauty partnership will be supported with a new Boots marketing campaign entitled “Better Be Ready to Find the Ones” which aims to help customers discover the products seen on the show.

New products to the villa this year include recently launched cosmetics brands 17 and MakeUp Revolution, as well as Sculpted by Aimee, Boots Glow Banana and Boots Ingredients Haircare. These new lines will be joined by much-loved ranges from last season, such as Fenty, Huda, Liz Earle, Mac, No7, Soltan and Soap & Glory.

The retailer said brands were experiencing the ‘Love Island effect’ last year with sales increasing as a result of featuring in the villa, with Fenty growing by 61%, Liz Earle by 44% and Boots Glow by 34%.

Peter Markey, Chief Marketing Officer at Boots said: "We are so excited to be returning to the Love Island villa as beauty partner for the second year running. The islanders loved the beauty brands on offer last year, but this year there are even more brands across a greater number of categories for them to fall in love with. We hope to inspire customers to find their perfect beauty matches this summer."

Bhavit Chandrani, ITV Director of Creative & Digital Partnerships added: "We’re really looking forward to recoupling up with Boots as our beauty partner again as they are bringing the biggest and best in beauty to the villa. We love Boots’ commitment to helping everyone look and feel their best no matter what.”