Maybelline taps Love Island to boost lip gloss
Maybelline New York has expanded its partnership with the reality television series “Love Island” this year, driving a significant increase in sales for its Lifter Gel Lip Oil-in-Gel gloss. The company’s president, Yasmin Dastmalchi, told Glossy that the collaboration goes beyond simple product placement. This season, the brand created a specific challenge centered on the new formula, which has generated conversation online that brands usually struggle to influence.
Shade selection drives sales growth.
According to Daash Intelligence, weekly sales for the Lifter Gel grew tenfold between the show’s June 2 premiere and July 12 finale. The product’s market share within Maybelline’s lip business grew from under 5% in May to over 30% in July. The formula is a franchise expansion of an existing six-year-old gloss, launched with eight shades priced under $10 at major retailers.
Maybelline launched the product four weeks before the show began. Melissa Munnerlyn, co-founder of Daash Intelligence, noted that this compressed timeline reflects a shift in marketing speed. Consumers now move quickly from discovery to purchase. If a viewer sees a product on screen but cannot buy it immediately, the brand risks losing that demand.
The brand ensured the gloss was available across all channels. This included TikTok Shop and the “Love Island” app, a platform created for fans to engage with the show. Maybelline recreated the show’s glam room on the app to help viewers with shade matching. The strategy was to be present wherever the conversations were happening.
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Viral moments and exclusive bundles.
Dastmalchi said the team leading this initiative includes people who are genuine fans of the series. This connection helped the company identify viral moments and respond with unique content. For example, the team saw an opportunity when season 8 winner Bryce Alakai was challenged to do Trinity Tatum’s makeup. They hired the couple for an exclusive TikTok content and Shop product bundle.
The content recreates Trinity’s signature looks with Bryce as the makeup coach. Dastmalchi noted that the dynamic is fluid, as the content could be flipped in a few days. Maybelline is preparing to activate around the show’s reunion on August 31. The goal is to maintain the connection between the brand’s values and the ongoing conversation.
While Maybelline focuses on the reality show, the beauty category is seeing other unconventional collaborations. Mane hair tools has partnered with Cinnabon to release a lip gloss and hair tools. Londontown nail polish launched a collection with Magnolia Bakery featuring colors inspired by banana pudding and red velvet cupcakes.
