Boots becomes official ‘Feel Good’ partner of ITV2’s Love Island
Boots UK has teamed up with ITV to become the first official ‘Feel Good’ partner and this year’s exclusive beauty partner of the Love Island TV programme.
The partnership will see the retailer stock the villa with beauty, skincare, sun cream and male grooming products. Boots will also provide viewers with easy ways to shop featured products via the Love Island app and through a dedicated hub on Boots.com.
The exclusive deal will include activity across PR, influencer marketing, loyalty, the Boots app, Boots.com, internal communications, in-store marketing and social. It forms part of Boots new summer campaign ‘Feel Good as New,’ which launches this month.
In addition, Boots will use the hashtag #FindTheOnes to tap into the social buzz around the programme. 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, said: “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.”