Recovering Boots continues Love Island link as it drives sales higher

By

Nigel TAYLOR

Published
Jan 10, 2023

Hot on the heels of eBay renewing it’s Love island link-up, health & beauty retailer Boots has also signed up again as a key partner for the upcoming UK winter Love Island series that airs on ITV from 16 January.

It becomes Boots’ third consecutive association with the series, and with eBay’s second consecutive backing, their involvements feed into two of the post-pandemic success stories: strong demand for beauty and for ‘pre-loved’ fashion.

Boots’ accompanying marketing campaign for the series rekindles ‘Find the ones’, helping customers discover the products used on the show through beach hut tutorials on the @bootsuk social channels and a dedicated hub on its site.

This year, brands such as Fenty, Mac, and No 7 will make a return during the series and will be joined by Shark, Elemis and Giorgio Armani.

Meanwhile, in addition to general secondhand items via eBay, contestants will also have access to pieces from eBay’s ‘Imperfects’ range – new clothes sold for up to 60% off because of defects, from streetwear brands including Off-White and North Face, as well as trainers that have been authenticated by the site’s ‘authenticity guarantee’ line launched last July.

Pete Markey, chief marketing officer at Boots, told Campaign magazine the brand was “thrilled” to be returning to the villa, adding: “The partnership performs extremely well for us and allows us to showcase our brands in front of an engaged audience of both new and existing customers.”

Boots said there were on average 227 weekly product placements during the last series and that sales were up 50% on average.

Bhavit Chandrani, ITV director of creative and digital partnerships, added: “Every year our partnership has strengthened and grown and the Islanders love trying the fantastic range of Boots products which they have access to in the Love Island villa.”

Last year’s series finale attracted 3.4 million viewers across ITV2 and ITVHub.