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Top 3 Campaign in Beauty & Cosmetics · September 2026
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Beauty & Cosmetics · September 2026

Love Island Lifter Gel Partnership

PR Campaign
Friday 28th August, 2026

Maybelline New York partnered with Love Island USA, featuring its Lifter Gel lip gloss in the show’s brand assortment. The hook was the measurable sales story: Daash Intelligence reported that weekly unit sales rose roughly tenfold after the finale compared with the week before the season began.

Why it worked: It paired a culturally dominant moment (finale + reunion) with third‑party sales data proving a 10x lift, giving journalists a timely, verifiable headline.

The lesson: Consider time-boxing your product to a spike event, then secure independent data to quantify impact into a single irresistible stat.

Maybelline New York Love Island USA
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
popsugar.com 10 "Love Island" Gift Ideas That Are the Next Best Thing to Joining the Islanders Thursday 20th November, 2025
cosmeticsbusiness.com Maybelline New York’s Love Island USA partnership gave its Lifter Gel a 10x sales boost Friday 28th August, 2026
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