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Boots UK named as official ‘Feel Good’ partner of ITV2’s Love Island

Gaelle Walker
10 June 2021

Boots UK has "coupled up" with ITV2 to become the broadcaster’s official ‘Feel Good’ partner and the exclusive beauty partner of Love Island 2021, when the hit-show returns to screens this summer.

The new partnership, which Boots hopes will “turn the heads” of the show’s younger demographic, will see it pack the match-making villa to the rafters with products from a wide array of its newest and cult beauty brands including Huda beauty, KVD Beauty, Wishful, Fenty and MAC.

The exclusive deal will also coincide with the launch of Boots' new 360 creative integration 'Find The One(s)' which seeks to inspire Love Island viewers to "have their heads turned," by products on the show.

The creative has been designed to draw parallels between dating and the search that people undertake when seeking out the perfect skincare and make-up match.

The partnership will extend across PR, influencer marketing, loyalty, the Boots app,, internal comamunications, in-store marketing and social and will form part of Boots’ new summer campaign: ‘Feel Good as New.’

Boots will also provide Love Island viewers with easy ways to shop featured products via the Love Island app and through a dedicated hub on where they will be able to see exclusive content filmed by islanders for a series of ‘Beach Hut Tutorials’.

Boots will also use the hashtag #FindTheOnes to tap into the social buzz and launch exclusive content across a new TikTok account to even better engage the show’s digital-first audience.

Boots chief marketing officer Peter Markey said: “Boots is all about celebrating fun, friendships and reunions this summer and we are excited to be Love Island’s ‘Feel Good Partner’.

“Love Island has become synonymous with summer and as the most watched programme for 18-34-year olds, the partnership gives us a unique opportunity to turn the heads of this younger demographic.

“And with over 50 new beauty launches in the past year, we’re certain they’ll find the one for them.”


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