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Boots touts ‘Love Island effect’ success in return as sponsor


By Hannah Bowler | Journalist

May 19, 2022 | 3 min read

Beauty retailer Boots has returned as a sponsor of ITV’s Love Island after seeing product sales increase by a hefty 61%.

Boots Love Island series seven sponsorship campaign

Boots’s sponsorship campaign from last year’s series of Love Island / Boots

Touting the ‘Love Island effect,’ Boots is to restock the villa with its beauty and grooming products for a second series. Comparing sales from two weeks before Love Island launched its 2021 series to the show completing its run, Boots saw sales of Fenty increase by 61%, Liz Earle by 44% and Boots Glow by 34%. Boots also achieved the highest ad awareness of any Love Island sponsor last year, according to YouGov data.

Boots will support its series eight sponsorship with the ‘Better Be Ready to Find the Ones’ marketing campaign, which will help guide Love Island viewers to places where the products can be brought. A dedicated hub on boots.com/love-island will house exclusive content and the hashtag #FindTheOnes will also be used to link up the partnership.

Series eight will feature new products including MakeUp Revolution, Sculpted by Aimee, Boots Glow Banana and Boots Ingredients Haircare.

Boots joins Reddit and eBay, which have already signed on to sponsor series eight. Last year ITV racked up £73m for Love Island mostly down to its lucrative sponsorships.

Future of TV Ad Spend Media Planning and Buying

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