News Briefs

New couple alert: Boots x Love Island

Boots UK becomes the official ‘Feel Good’ partner of ITV2’s reality television show ‘Love Island.’

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Boots UK has coupled up with British television channel ITV2 to become the first official ”Feel Good” partner and this year’s exclusive beauty partner of Love Island UK.

For the partnership, Boots will provide the show with beauty, skincare, sun cream and male grooming products for the single Islanders to use as they look to find love this summer. Included among Boots UK’s iconic owned brands, such as No7 and Soltan, will be cult beauty brands such as Huda, KVD Beauty, Wishful, Fenty and MAC.

The exclusive deal coincides with the launch of Boots UK’s 360-marketing campaign called “Find the one(s).” With the aim of inspiring Love Island’s core audience to shop for the products featured on the show, the campaign compares dating with the search to find your perfect skincare and makeup match.

Taking an omni-channel approach, the partnership with ITV2’s popular show will run across PR, influencer marketing, Boots UK’s loyalty program, the Boots app, in-store marketing and social media. Viewers will also be able to shop for featured products via the Love Island app, a dedicated hub on Boots.com and ITV’s new shoppable TV. Launching during the current season of Love Island, the new service allows viewers to discover and buy items from ITV’s programs directly on screen. As the first service of its kind in the UK, Boots is the first official launch partner to trial this new technology.

Capitalizing on Love Island’s reputation as one of the most talked-about shows on social media, Boots will use the hashtag #FindTheOnes to tap into the buzz. The launch of exclusive content across a new TikTok account will provide another platform for the retailer to engage the show’s digital-first audience.

“Boots is all about celebrating fun, friendships and reunions this summer, and we are excited to be Love Island’s ‘Feel Good Partner,’” says Peter Markey, chief marketing officer at Boots. “Love Island has become synonymous with summer, and as the most-watched program for 18- to 34-year olds, the partnership gives us a unique opportunity to turn the heads of this younger demographic. And with more than 50 new beauty launches in the past year, we’re certain they’ll find the one for them.”

"It was important for us to find a ‘feel good’ partner for Love Island that not only appeals to the show’s core audience, but also has the expertise to bring to life what ‘feel good’ means for those watching at home,” explains Bhavit Chandrani, director of creative & digital partnerships for ITV. “Boots’ commitment to helping people feel good helps inspire people to look and feel their best.”