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