THE WHAT? Boots has revealed that its run as sponsor of reality TV show, Love Island saw sales of Fenty rise 61 percent, while Boots Glow experienced a 34 percent uplift as a result of its stint on the show.

THE DETAILS It’s unsurprising then, that the WBA-owned retailer has signed on for a second season as sponsor. Boots will support the sponsorship with a campaign entitled Better Be Ready to Find the Ones, accompanied by a dedicated hub on its website housing exclusive content and its own hash tag.

The UK high street stalwart will usher a host of new brands to the villa this year, including the recently relaunched 17 brand, Boots Ingredients Hair Care and Boots Glow Banana.

“We’re really looking forward to recoupling up with Boots as our beauty partner again as they are bringing the biggest and best in beauty to the villa,” said Bhavit Chandrani, ITV Director of Creative & Digital Partnerships. “We love Boots’ commitment to helping everyone look and feel their best no matter what.”

THE WHY? With an impressive sales uplift it’s no wonder Boots is back for more. Last year, the UK drug store chain achieved the highest ad awareness of any Love Island sponsor, says The Drum, quoting data from YouGov.

Peter Markey, Chief Marketing Officer at Boots, comments, “We are so excited to be returning to the Love Island villa as beauty partner for the second year running. The islanders loved the beauty brands on offer last year, but this year there are even more brands across a greater number of categories for them to fall in love with. We hope to inspire customers to find their perfect beauty matches this summer.”