Boots recouples with Love Island as beauty partner

By Julia Wray 19-May-2022

Cosmetics retail giant will bring its newly-relaunched 17 brand into the villa, among other newcomers

Boots has revealed itself as the official beauty partner of Love Island for the second year running.

The partnership – longer-running than many of those portrayed on the steamy ITV2 show – will see Boots stock the villa with fragrance, make-up, skin care, hair care, grooming products and its own-label sun protection brand Soltan.

In addition, this year will see the UK retailer bring new product categories to the ‘island’ including dental, nails, toiletries and travel health.

The exclusive partnership will be supported via a new Boots marketing campaign, entitled ‘Better Be Ready to Find the Ones’, to let viewers discover the products seen on the show.

New brands to the villa this year include recently-relaunched make-up label 17, MakeUp Revolution, Sculpted by Aimee, Boots Glow Banana and Boots Ingredients Haircare.

The new lines will be joined by ranges from the prior season, such as Fenty, Huda Beauty, Liz Earle, MAC, No7, Soltan and Soap & Glory.

Additionally, Boots will provide Love Island fans a dedicated hub at which will feature exclusive content.

“We are so excited to be returning to the Love Island villa as beauty partner for the second year running,” said Peter Markey, Chief Marketing Officer at Boots.

“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.”

ITV’s Director of Creative & Digital Partnerships, Bhavit Chandrani, 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.

Sign up for your free email newsletter

“We love Boots’ commitment to helping everyone look and feel their best no matter what.”