Blab Entertainment
Love Island Star Kaylor Martin Partners with Turtle Wax on Car Icks Campaign, Shares Insights on Modern Dating
When a love‑struck car lover steps into the spotlight, she finds that a spotless sedan can spell romance. Kaylor Martin, the 22‑year‑old former Love Island USA Season 6 contestant, has joined forces with automotive care brand Turtle Wax to launch its new “Car Icks” marketing initiative. The partnership, unveiled in a recent interview with The Blast, uses a survey of singles to examine how a potential partner’s vehicle condition can shape first impressions and dating choices.
The survey, distributed by The Blast, revealed that 73 % of respondents believe a person’s car‑care habits mirror how they treat themselves, while 67 % say a cluttered car signals a chaotic personal life. Turtle Wax turned those insights into a series of short videos and social‑media posts that underscore the link between car cleanliness and perceived effort. By positioning vehicle upkeep as a subtle dating cue, the brand aims to tap into the growing awareness of “first‑look” signals beyond the digital realm.
In the interview, Martin offered a candid look at the modern dating landscape. “Everyone’s looking for red flags, green flags, yellow flags… all the flags,” she said. “Dating can feel a lot sometimes.” She noted that while dating apps have broadened the pool of potential partners, the abundance of options has made users pickier, chasing an elusive perfection that rarely exists. When asked about the most overlooked red flag, Martin identified inconsistency: “If someone’s words and actions aren’t matching up, pay attention to that.” She contrasted this with effort, describing it as an underrated green flag. “Remembering little things about someone, checking in on them, following through on what you say you’re going to do, that’s the stuff that actually matters,” she added.
Martin’s perspective was illustrated by a personal anecdote that dovetails with the campaign’s message. She recalled a date in which an old milkshake had been left in the car, and she immediately noticed the mess. Growing up around her father’s dealership, she said, “I do think how someone takes care of their car reflects how they take care of themselves.” She explained that cleaning a car before a date shows consideration for the other person and signals that the driver cares.
The “Car Icks” campaign fits within Turtle Wax’s broader strategy to link automotive care with lifestyle trends. According to the company’s press release, the brand is targeting younger consumers who are active on social media and who value quick, low‑effort solutions to keep their vehicles presentable. The messaging aligns with the brand’s existing product line, which includes the Car Ick Preventer Kit. By leveraging Martin’s relatability and visibility, Turtle Wax seeks to reinforce the idea that a tidy car can boost confidence and attractiveness.
Martin’s commentary comes at a time when Love Island USA continues to dominate streaming viewership. The show’s sixth season premiered on Peacock on June 11, 2024, and the series has broken viewership records in recent seasons. The partnership provides Martin a platform to discuss dating culture beyond the villa, while the brand benefits from her reach among a demographic that is active on dating apps and social media.
As the campaign rolls out, Turtle Wax plans to release a series of short videos featuring Martin and other influencers discussing car‑care tips for dates. The brand will also monitor engagement metrics on its social‑media channels to gauge the campaign’s impact on consumer attitudes toward vehicle cleanliness and dating behavior. For Martin, the collaboration offers a way to share her dating philosophy with a broader audience while promoting a product that aligns with her personal experiences.
The partnership is slated to run through the summer of 2026, with additional content scheduled for release on Turtle Wax’s YouTube channel and Instagram. The brand will evaluate the campaign’s performance based on engagement rates, click‑throughs to its product pages, and any changes in consumer sentiment toward car maintenance as a dating consideration.
The survey, distributed by The Blast, revealed that 73 % of respondents believe a person’s car‑care habits mirror how they treat themselves, while 67 % say a cluttered car signals a chaotic personal life. Turtle Wax turned those insights into a series of short videos and social‑media posts that underscore the link between car cleanliness and perceived effort. By positioning vehicle upkeep as a subtle dating cue, the brand aims to tap into the growing awareness of “first‑look” signals beyond the digital realm.
In the interview, Martin offered a candid look at the modern dating landscape. “Everyone’s looking for red flags, green flags, yellow flags… all the flags,” she said. “Dating can feel a lot sometimes.” She noted that while dating apps have broadened the pool of potential partners, the abundance of options has made users pickier, chasing an elusive perfection that rarely exists. When asked about the most overlooked red flag, Martin identified inconsistency: “If someone’s words and actions aren’t matching up, pay attention to that.” She contrasted this with effort, describing it as an underrated green flag. “Remembering little things about someone, checking in on them, following through on what you say you’re going to do, that’s the stuff that actually matters,” she added.
Martin’s perspective was illustrated by a personal anecdote that dovetails with the campaign’s message. She recalled a date in which an old milkshake had been left in the car, and she immediately noticed the mess. Growing up around her father’s dealership, she said, “I do think how someone takes care of their car reflects how they take care of themselves.” She explained that cleaning a car before a date shows consideration for the other person and signals that the driver cares.
The “Car Icks” campaign fits within Turtle Wax’s broader strategy to link automotive care with lifestyle trends. According to the company’s press release, the brand is targeting younger consumers who are active on social media and who value quick, low‑effort solutions to keep their vehicles presentable. The messaging aligns with the brand’s existing product line, which includes the Car Ick Preventer Kit. By leveraging Martin’s relatability and visibility, Turtle Wax seeks to reinforce the idea that a tidy car can boost confidence and attractiveness.
Martin’s commentary comes at a time when Love Island USA continues to dominate streaming viewership. The show’s sixth season premiered on Peacock on June 11, 2024, and the series has broken viewership records in recent seasons. The partnership provides Martin a platform to discuss dating culture beyond the villa, while the brand benefits from her reach among a demographic that is active on dating apps and social media.
As the campaign rolls out, Turtle Wax plans to release a series of short videos featuring Martin and other influencers discussing car‑care tips for dates. The brand will also monitor engagement metrics on its social‑media channels to gauge the campaign’s impact on consumer attitudes toward vehicle cleanliness and dating behavior. For Martin, the collaboration offers a way to share her dating philosophy with a broader audience while promoting a product that aligns with her personal experiences.
The partnership is slated to run through the summer of 2026, with additional content scheduled for release on Turtle Wax’s YouTube channel and Instagram. The brand will evaluate the campaign’s performance based on engagement rates, click‑throughs to its product pages, and any changes in consumer sentiment toward car maintenance as a dating consideration.
