InnovaDerma PLC

 ("InnovaDerma" or the "Company")

Appointment of Love Island's Liberty Poole as Skinny Tan brand ambassador

InnovaDerma (LSE: IDP), a leading digitally focused UK beauty brand developer, is excited to announce the appointment of Instagram influencer Liberty Poole as a Skinny Tan brand ambassador.

Liberty participated in the latest series of Love Island, the popular reality television programme, where her messages of self-love, self-care and authenticity won her rapid ascent to popularity and over 1.5 million Instagram followers - over 90% of which are female. Her values of self-love and female empowerment are very aligned with those of Skinny Tan and this presents a great opportunity for the Company to market to a younger tanning demographic.

Female 18- to 29-year-olds self tan more than in any other demographic, however, historically Skinny Tan has been mostly marketed to those in the 35 to 50 age range. This collaboration with Liberty represents InnovaDerma's first significant paid influencer programme and it will be key to introducing the brand to a new group of consumers. This partnership will complement InnovaDerma's existing multi-channel digital marketing approach, creating a highly visual marketing proposition which is expected to boost both sales and brand awareness. More broadly, this is an important strategic pillar of InnovaDerma's transformation into a fast growing, profitable enterprise. 

During 2021 Love Island became the most watched digital channel programme of the year for those in the 16 to 34 age group, reaching a peak audience of 3.3 million viewers and setting a new record on the ITV Hub. According to research from the British Audience Research Bureau, around 58% of viewers are female and more than half are aged between 16 and 34. A recent YouGov poll of Love Island viewers showed 70% indicated a strong interest in beauty categories.  Liberty has also recently been announced as a contestant on ITV's Dancing On Ice starting in January 2022, this will again put her in front of millions of people each week and should provide further opportunities to increase Skinny Tan's brand recognition and sales.

Blake Hughes, CEO of InnovaDerma, said: "Liberty captured the hearts of the nation with her journey to discover self- love and self- worth in the Love Island villa, and that authenticity is exactly why we're so excited to have her represent the Skinny Tan brand. The collaboration with Liberty forms an important part of our strategy to diversify our digital media model and appeal to a younger tanning demographic, particularly those in the 18-29 category.  I look forward to working with Liberty to help progress InnovaDerma's journey to sustainable, profitable growth. In addition to targeting a new demographic for Skinny Tan, we have also been hard at work on new product development and I look forward to sharing additional details on this in due course."

Liberty Poole added: "It's amazing to be partnering with the Skinny Tan team.  I love Skinny Tan's amazing natural looking tan and its inclusive message of body positivity and self worth. The fact that the products are also all vegan friendly, cruelty free and filled with skin caring natural ingredients is incredible.  We've got some exciting things planned and I can't wait to share them!"

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