Superdrug has announced a spike in sun care sales, up over 112% compared with last year’s figures.
Sun care products including sunscreen and after sun are said to be selling fastest, while the retailer’s Shimmering After Sun Spray is said to be a hit with female customers.
The A.S. Watson-owned retailer claims ITV2’s Love Island, sponsored by Superdrug, has influenced the sales increase, as well as the heatwave sweeping across the UK.
Simon Comins, Superdrug’s Commerical Director, said: “Love Island is the most talked about show of the summer and we have seen customers rush into store to not only stock up on their sun care essentials but to also upgrade and modify their beauty regimes as inspired by the islanders.”
The Love Island effect
The reality TV programme is also said to be impacting sales for oral care brand Pro Teeth Whitening Co, as consumers aspire to achieve the pearly whites sported by its contestants.
Sales Director for Pro Teeth Whitening Co, James Finley, said: “Reality TV programmes like Love Island are a great advertisement for us as all the cast have a great set of white teeth.
“Certain brands will always benefit by the power of celebrity and teeth whitening products are one of these.”
The brand has seen sales spike by 30% since the show first aired nearly two months ago.
He added: “Over the past month we have hit record sales with our teeth whitening powder. This has been reflected in our recent sales figures for this time of year, which have increased by around 30%.”
