Hair styling brand VO5 has been named as the official hair partner for the 2019 series of ITV’s reality show Love Island.

VO5 x Love Island

The partnership will promote VO5’s complete core styling range across both male and female hair care.

Launching on 3 June with a £2.6m marketing investment over the summer months, the campaign will include digital media, PR and in-store support.

The activity is set to drive brand awareness amongst a third of the UK population, and more specifically half of the UK’s 16-34-year old demographic.

Blandine Langloy, hair director at brand owner Unilever UK & Ireland, said: “Love Island has stolen our hearts and rapidly become one of the most talked about cultural moments of the year with a highly engaged audience. With VO5’s emphasis on easy hair styling, we’re delighted to be joining the conversation and spreading the word about the brand’s latest launch amongst consumers.”