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Inside Maybelline’s third summer in the ‘Love Island’ villa

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Inside Maybelline’s third summer in the ‘Love Island’ villa

Yasmin Dastmalchi, president of Maybelline and Essie USA, has banned the word “sponsorship” from her team’s vocabulary. At the Glossy Beauty & Wellness Summit in Westlake Village, California, she explained what she hears when someone pitches her one. “You’re trying to get me to put the logo on something,” she said.

This summer, in its third year working with “Love Island USA,” Maybelline put its Lifter Gel lip gloss at the center of a challenge on the show. Dastmalchi said she was initially hesitant about how the product would appear. She put fans of the show from her own team on the project, and they looked beyond the episodes to see what viewers were already doing together. That meant paying attention to watch parties around the country, as well as to the social accounts that some contestants’ relatives ran while they were in the villa.

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