“Brinity” won Love Island USA, but so did brands this year. In just its first week, the show generated 1.3B minutes of viewing time, with Gen Z as most of its loyal fanbase. And after last summer’s explosive success, this season brands made sure they were front-and-center. This year, the show had seven integrated partners, nine custom content partners, and more than 1K media partners. Out of the seven integrated partners including CeraVe, Coffee-Mate, and Maybelline, six returned from last season. Maybelline, for example, was the show’s official beauty partner, with its products popping up in the Islanders’ beauty routines, in the Love Islandapp, and in preview clips. And after partnering with last season’s winner Amaya Espinal, Poppi joined the Love Island U.S. and U.K. franchises as an official partner. (Modern Retail)
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