Superdrug has confirmed it will be the headline sponsor for ITV2’s reality TV show, Love Island, for the third consecutive year. The beauty retailer’s own-brand products will appear on the show’s idents including its sun, hair and skin care lines.
The A.S. Watson-owned company will also showcase exclusive content of the contestants via its social media channels.
“We really enjoyed being part of the Love Island phenomenon last summer and are so excited to be involved this year,” said Simon Comins Commercial Director at Superdrug.
New for this year, Superdrug customers will have the opportunity to buy exclusive Love Island merchandise including cosmetic bags, body mists and bronzing products.
Ross Minton, Head of Partnerships at Mindshare, the production company behind the show, added: “We are thrilled to be working with Superdrug on the biggest TV sponsorship of the summer for the third year in a row.
“Superdrug’s brand approach is closely aligned with the series, which is what makes an effective partnership for them.”
ITV’s Brand Partnership and Content Director, Claire Heys, is equally pleased with the collaboration “Love Island was the most talked-about show of last summer,” she said.
“Superdrug has been part of the programme since 2015 and we’re looking forward to integrating our programme and retail partnership even further this year.”
Love Island features singletons looking for a summer romance in a bid to win a £50,000 cash prize and is hosted by British TV presenter Caroline Flack.
Last year Superdrug reported a spike in bronzing product sales thanks to the fans of the reality dating show; 200,000 consumers visited the retailer’s website immediately after the show in July.
In particular, its Solait bronzing range saw a 76% spike in sales.