The Love Island Effect (Metro, 19th Jul 2018)
Brands we’re all buying because of the hit show…
Love Island takes place in a massive swanky villa on Mallorca, complete with a fire pit, a huge infinity pool and a view of rolling fields. And lo, inspired travellers are flocking to the sunny Balearic island. Lastminute.com claims its Mallorca bookings have increased by a whopping average of 154 per cent each year since Love Island began in 2015. Wowcher has also seen a 74 per cent increase in online searches for Mallorca holidays this year.
If there’s one thing that says ‘Love Islander’ more than a personalised water bottle and negligible levels of body fat, it’s a Tipp-Ex-bright smile. Inspired in particular by contestant Jack Fincham’s snowy grin, sales of teeth-whitening kits have been climbing since the start of this year’s series. White Glo has reported a sales uplift of 16 per cent at Boots, while Rapid White has seen a ten per cent boost in average weekly sales.
Whether the islanders are gossiping or grafting, you can bet your last eyebrow pen it will probably take place on one of the pink-and-blue bean bags in the outdoor area. And viewers are keen to recreate the vibe in their own backyards as lookalike beanbags are flying out of the shops. GreatBeanBags, which stocks bean bags similar to those in the show, has seen an eightfold hike in sales since the show began.
Few Love Island girls would be seen dead after 10am without a thick, long set of false eyelashes with roughly the same dimensions as a pair of baby blackbirds. It turns out plenty of us want to emulate the pimped peepers look, as sales of falsies are booming. Flawless Lashes by Loreta has seen a 243 per cent increase in sales of its Volume Silk Lash Extensions since the start of this year’s series.
A canny collaboration
LOVE Island fashion is flashy, glamorous and brilliantly impractical — think intricate cut-away swimsuits and vertiginous poolside heels. Online fashion brand Missguided has entered into a canny collaboration with the show in 2018, providing the islanders with clothing that viewers at home can shop for while they watch. The company reports a 40 per cent spike in sales during every evening that the show is on air, while fashion search site Lyst has seen a 71 per cent increase in traffic to Missguided (and a 59 per cent increase in searches for thong bikinis) since Love Island 2018 began.