VO5 has unveiled a new hair fragrance range, available exclusively at Superdrug.

The launch ties in with the hair care brand’s sponsorship of the 2019 series of Love Island.

The new product comes in a selection of on-trend summer scents including Vanilla Twist, Rose Remix and Tropical Paradise. Designed to deliver the smell of freshly-washed hair between washes, and banish daily smells such as smoke and pollution, the collection is perfect for those juggling busy lifestyles.

VO5’s partnership with Love Island will also promote the brand’s complete core styling range across both male and female hair care. The campaign includes a £2.6m marketing investment throughout the summer months and includes digital media, PR and in-store support, as well as VO5 providing products for islanders to use while staying in the villa. 

The activity is designed to drive brand awareness amongst a third of the UK population; more specifically, half of the UK’s 16-34-year olds. The partnership will show how styling can be an easy part of people’s daily hair care routine, positioning VO5 as the ‘go-to’ summer styling brand.

Blandine Langloy, Hair Director, Unilever UK & Ireland says: “Love Island has stolen our hearts and rapidly become one of the most talked about cultural moments of the year with a highly engaged audience. With VO5’s emphasis on easy hair styling, we’re delighted to be joining the conversation and spreading the word about the brand’s latest launch amongst consumers.”