Superdrug’s tie-up with Love Island has helped drive sales of male skin-care products.

Superdrug, which has sponsored the last two series of the popular TV series, launched a campaign promoting the products “the Love Island boys will be using all summer”.

Last month Superdrug’s parent company, AS Watson, revealed a 16 percent increase in pre-tax profits to £93 million. The group also revealed a 2.3 percent jump in revenues to £1.2 billion last year.

Peter Macnab, the chief executive of AS Watson health and beauty division in the UK, said: “We are pleased with the company’s performance, and the continued recognition of our colleague’s customer service efforts.”

“This year we will continue to focus on offering customers the service and products they want, including our new Superdrug Mobile.”

Website sales for Superdrug also increased by over 30 percent over the past year, helped by a new mobile app and better delivery options.

Love Island has not just boosted sales at Superdrug but increased sales in the grocery market.

In July, British consumers spent an extra £67 million on alcoholic drinks.

Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, said: “Love Island not only tugged on shoppers’ heartstrings but also their purse strings.”

“The grocery market experienced strong growth buoyed in particular by the recent heatwave,” said McKevitt. “Consumers’ willingness to spend that little bit extra to fully enjoy the summer sunshine has helped push brands ahead of their own-label counterparts.”