Love Island All Stars is always packed with drama but tensions are so high that three contestants have walked out on the show so far.
And according to one PR expert, the root cause of this shock mass exodus could be the "novelty wearing off" for veterans stars, who are too proccupied with "protecting their brand" the second time around.
The show cast has been left in chaos this season, with some fans even questioning the welfare of the contestants and asking if enough is being done to ensure the Islanders are being looked after.
Scott Thomas was the first to quit, leaving his co-stars in tears. He was swiftly followed by Ron Hall who also decided to leave the villa just hours after. Then, in a shock U-turn, bombshell Lucinda Strafford pulled out at the last minute before even stepping foot in the villa.
Image:
ITV)Image:
Vincent Dolman/REX/Shutterstock)ITV defended their protocol after the backlash. With two stars walking out in under 24 hours, they issued a statement that said: "Cast are told they should consider all the potential implications of taking part in the show and work through this decision -making process in consultation with their family and those closest to them, to ensure they feel it is right for them. A welfare team [is] solely dedicated to the Islanders both during the show and after."
It's believed Scott had a "detailed talk" with the show's welfare team before sharing the news with his fellow co-stars, and ITV told The Tab that Islanders have 24/7 access to welfare to help make these choices. The star decided to leave after struggling to find a connection with Tina Stines, revealing that something was holding him back from progressing with her. Scott then told Maya Jama after his exit: "I think I took it for granted the first time round. To find someone you've got that - I call it fireworks. I had a connection with Tina but it wasn't fireworks, and yeah, it feels like the right decision."
Ron entered the villa as a bombshell earlier in the series but quit after failing to find a connection with any of the girls on the show. A source told The Mirror: "Ron has left the villa. He feels he no longer wants to wait to see if he'll find a connection with a new bombshell."
PR & brand expert Kellie Whitehead told The Mirror that she thinks the stars are leaving to "protect their brand". Once Love Island contestants leave the villa after their first time on the show, many are offered up to lucrative brand deals, PR events and apperances. Many go on to becoming brand owners, influencers and celebrities in their own right. And according to the marketing pro, as soon as celebs feel as though they've done enough to protect that cash flow and fame, the lure of leaving early becomes far too tempting.
Image:
ITV)She explained: "There's always the hope to come out as the next Molly-Mae & Tommy or Ekin Su and Davide - brand jackpot for future deals and opportunities - when it is apparent that this isn't going to happen, and if they have fulfilled their contractual obligations - then why stay?
"Another is the longer they stay, the more they become vulnerable to less savoury interactions, flare ups and hook ups - which again, wouldn't work in favour of their future prospects, not least as so many of them move in the same circles professionally and socially on the outside. So why would they risk that?"
The expert also noted that the longer the Islanders stay in the villa, the "more opportunity they have to discredit themselves". Kellie even applauded Scott and Ron for their maturity as they "know what they want out of life".
Meanwhile, PR guru Chad Teixeira thinks the "novelty has worn off" for veterans of the show. He said: "When contestants go on Love Island for the first time, everything is new, exciting, and unpredictable. But with All Stars, many of them already know each other, and the mystery is gone. It's harder to build real connections when you've already met (or even dated) outside the villa."
Going on Love Island in a regular season means there is less pressure and less commitment and Chad said contestants have "everything to play for" including love, fame, brand deals and a whole new career - but for the All Stars, many have alreadu built their platforms and "don't need to show as much".
"That means they might not be as willing to stick it out for a connection that isn't working," according to Chad, who also said they have "reputations to protect" and might be more hesitant to "fully throw themselves into the process in case it backfires as they're aware of how they're being perceived, which could make it harder to form genuine bonds."
The expert also said it seems like All Stars has become "more like a reunion than a dating show" as many of the contestants already know each other from events, social media and previous seasons. This makes it harder for "real raw chemistry" to form, Chad says. "It feels more like a networking event than an actual dating experiment. That could be why some, like Scott and Ron, are struggling to find the same spark they had before," he explained.
Love Island producers were dealt a third blow after Lucinda Strafford pulled out of entering the villa at the last minute after posting a cryptic dig on social media. Lucinda had already arrived in South Africa but ultimately decided that she no longer wanted to appear on the show.
"Respectfully this is how it sounds knowing Love Island All Stars is not for you this year," she captioned her video as the Hannah Montana song You'll Always Find Your Way Back Home played in the background. Sources claim that Lucinda wasn't happy that she had been holding out for a place in the villa for so long. Before entering the villa, bombshell contestants are kept in isolation and have no access to their phones or outside world – which appeared to be too much for Lucinda.
Do you have a story to share? Email niamh.kirk@reachplc.com
English (US) ·