Boots recouples with Love Island as official beauty partner

Boots has extended its partnership with ITV’s Love Island, becoming the official beauty partner for the third series in a row. 

The latest series, set to return to screens on 16 January, will see Boots stocking the Love Island villa with beauty "must haves", covering 13 different categories including makeup, fragrance, skincare, dental, toiletries and sun protection.

New arrivals to the line-up this series include Shark, Elemis and Giorgio Armani, as well as brands from previous seasons such as Liz Earle, Fenty, Huda Beauty, 17, MAC Cosmetics, No7 and Soap & Glory.

The partnership will be supported with the return of the 360-marketing campaign entitled “Find the Ones”, which allows customers to discover the products seen on the show and find their own "perfect match". In the last series of Love Island, the campaign achieved over 20 million impressions across all channels.

The campaign will also feature Boots beauty moments throughout the show, beach hut tutorials on the retailer's social media channels and a dedicated hub with exclusive content.

Peter Markey, Chief Marketing Officer at Boots, said: “We are thrilled to be returning to the Love Island villa as the official beauty partner for the third time. The partnership performs extremely well for us and allows us to showcase our brands in front of an engaged audience of both new and existing customers. This winter, we want to inspire customers looking to enhance their beauty regimes or upgrade their makeup bags to try out the Islanders looks for themselves at home."

Bhavit Chandrani, ITV Director of Creative & Digital Partnerships, said: “We’re really excited to team up with Boots as our beauty partner again this series. Every year our partnership has strengthened and the Islanders love trying the fantastic range of Boots products which they have access to in the Love Island villa. This year it’s guaranteed to be better than ever."

Boots's previous partnership with Love Island led to an average of 227 weekly product placement moments, with sales up over 50% on average. The health and beauty retailer saw a "particularly strong performance" from brands including 17 Cosmetics, Soltan and Boots Glow.

Following the partnership, Boots named Love Island 2022 star Indiyah Polack as a Beauty Ambassador. As part of this, Indiyah works with Boots on a regular stream of social media content, attends events with the brand and hosts her favourite beauty products on the retailer’s website.