For love or money: What do the Love Island men mean for the future of male grooming?

With millions of consumers smitten on Love Island 2019, Cosmetics Business explores how the beach boys from the reality TV show have shaped and reflect long-term male grooming trends

This year's Love Island male contestants

It’s another summer of love. We’re halfway through season five of British reality television show Love Island and millions of eyes are watching toned, immaculately groomed men and women compete for £50,000, potential sponsorship deals and ‘romance’.

In fact, the channel behind the show ITV2, reported its highest ever opening with 4.2 million consumers watching the first episode across a number of media devices. Not only does that mean 18.5% of British TV viewers tuned into watch islanders enter the villa for the first time, but 57% of 16-34-year-olds were checking out the buffed contestants.

To put it into context, that’s . . .

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