{
  "slug": "maybelline-2026-09-01t12-5",
  "company": "Maybelline",
  "headline": "Love Island partnership supercharged lip gloss sales across two seasons.",
  "topic": "{Stash Edge — Brand-Story Play}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/pop/glossy-pop-newsletter-how-maybelline-leveraged-love-island-to-supercharge-lip-gloss-sales/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/maybelline-2026-09-01t12-5",
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Brand-Story Play}\n◆ STEEL · Entertainment tie-in + repeat sponsorship · Maybelline\n\nLove Island partnership supercharged lip gloss sales across two seasons.\n\nThe thing that stands out is discipline. Most brands do one sponsorship, chase metrics that do not matter (impressions, reach), then jump to the next platform. Maybelline measured what moved the needle (lip gloss sales) and compounded the bet. Love Island is not a luxury property — it is a mass-audience show with younger female skew. If that is your customer, a second season partnership costs less to negotiate and has more runway. The smart move is to ask your partnership team: Which property gave us the highest ROAS in the last two years? And how do we expand it instead of replace it.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/maybelline-2026-09-01t12-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/maybelline-2026-09-01t12-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/maybelline-2026-09-01t12-5",
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      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ STEEL · Entertainment tie-in + repeat sponsorship · Maybelline\n\nLove Island partnership supercharged lip gloss sales across two seasons.\n\nThe thing that stands out is discipline. Most brands do one sponsorship, chase metrics that do not matter (impressions, reach), then jump to the next platform. Maybelline measured what moved the needle (lip gloss sales) and compounded the bet. Love Island is not a luxury property — it is a mass-audience show with younger female skew. If that is your customer, a second season partnership costs less to negotiate and has more runway. The smart move is to ask your partnership team: Which property gave us the highest ROAS in the last two years? And how do we expand it instead of replace it.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/maybelline-2026-09-01t12-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/maybelline-2026-09-01t12-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/maybelline-2026-09-01t12-5",
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      "body": "{Stash Edge — Brand-Story Play}\n◆ STEEL · Entertainment tie-in + repeat sponsorship · Maybelline\n\nLove Island partnership supercharged lip gloss sales across two seasons.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/maybelline-2026-09-01t12-5",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Love Island partnership supercharged lip gloss sales across two seasons.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nPer Glossy, L'Oréal-owned Maybelline partnered with Love Island for two successful seasons, then expanded the partnership in year three to stunning results, proving the entertainment tie-in's durability.\nHere's the cool part — the lever almost everyone misses (and you don't have to): entertainment partnerships are not one-time moments. If your first sponsorship works (measurable SKU lift, brand lift, social engagement), the leverage sits in renewal and expansion, not a new property. Maybelline proved Love Island drove sales; they then negotiated for bigger integration (more on-air moments, product placement depth, talent exclusive access). The move: if you sponsor an event, show, or creator and see a lift, do not chase the next trend. Expand into the existing partnership instead. Cost per customer acquisition is lower in year two because you have proven data.\nWhat that means for you: The thing that stands out is discipline. Most brands do one sponsorship, chase metrics that do not matter (impressions, reach), then jump to the next platform. Maybelline measured what moved the needle (lip gloss sales) and compounded the bet. Love Island is not a luxury property — it is a mass-audience show with younger female skew. If that is your customer, a second season partnership costs less to negotiate and has more runway. The smart move is to ask your partnership team: Which property gave us the highest ROAS in the last two years? And how do we expand it instead of replace it.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/pop/glossy-pop-newsletter-how-maybelline-leveraged-love-island-to-supercharge-lip-gloss-sales/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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