Boots announced as ‘Feel Good’ partner of Love Island

Boots UK has coupled up with ITV to become the first official ‘Feel good’ partner and exclusive beauty partner of this year’s series of ITV2’s Love Island.

The beauty retailer will provide islanders with beauty, grooming and sun care products to see them through their time in the Love Island villa.

The exclusive deal coincides with Boots launching a 360 creative integration called ‘Find the one(s)’ to inspire Love Island’s core audience to have their ‘heads turned’ by products featured on the show. The marketing campaign will draw parallels between dating and searching for the perfect skincare and make-up match.

Boots will provide viewers with easy ways to shop products featured on the show via the Love Island app, as well as through a dedicated hub on

The partnership will also include branded TV moments, plus exclusive content filmed by islanders for the show’s ‘Beach Hut Tutorials’.

Capitalising on Love Island being one of the most talked about shows on Twitter, Boots will use the hashtag #FindTheOnes to tap into the social 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.

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


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