Love Island’s male grooming boom

LOVE Island has encouraged men to buff up on their skincare regimes as moisturiser and eye cream flew off the shelves during the summer months.

The reality TV show, which documents the romantic pursuits of a group of young attractive singles, sent sales of men’s skincare products surging 16pc during the 12 weeks to August 12. According to the latest Kantar Worldpanel grocery figures, the heatwave also boosted sales of alcoholic drinks as supermarkets raked in £67m from beer, wine and spirits during the period.

Sales of soft drinks rose 28pc compared to the same period last year.

Fraser McKevitt of Kantar said: ‘Love Island not only tugged on shoppers’ heartstrings but also their purse strings.’