THE WHAT? Boots has been named as the first official ‘feel good’ partner and exclusive beauty partner of ITV hit show Love Island.
THE DETAILS As part of the partnership, the UK-based pharmacy chain will stock the villa with beauty, skin care, sun cream and male grooming products.
The WBA-owned retailer will launch a 360-creative integration called ‘Find the one(s)’ to inspire Love Island’s core audience to have their ‘head turned’ by products featured on the show. Viewers will be able to shop featured products via the program’s dedicated app as well as a dedicated hub on Boots.com.
THE WHY? Peter Markey, Chief Marketing Officer, Boots explains, “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 program for 18- to 38-year-olds, the partnership gives us a unique opportunity to turn the heads of this younger demographic. And with more than 50 new beauty launched in the past year, we’re certain they’ll find the one for them.”