DEMAND to get a Towie-style haircut in an Essex town has got so high 12 hairdressers have opened on a street within 400m of each other.
Hairstylists in Moulsham Street, Chelmsford reckon the spike in demand is down to locals wanting to emulate their idols of the reality show.
Female stars of Towie sport big bouncy curls with perfectly manicured nails, while men sport shaven sides and quiffs.
And customers to the hairdressers are even asking for shaved sides called skin fades like those seen on Towie star Tommy Mallet.
Assistant manager of Mitchell’s Barbers, Daniel Foulds, 32, said: “Because of shows like Towie, image is a big thing.
“Self-grooming especially is on the rise and people want to look like people on Towie and celebrities like David Beckham who has his own grooming range.
“Male grooming just gets bigger and bigger. I think now especially with social media they want to look the best they can.”
Towie is mainly filmed in nearby town Brentwood, but stars of the show regularly film in Chelmsford and were spotted at a clothing store in the city back in August.
Daniel added: “Right now people are wanting skin fades or they go for longer styles.”
Despite the surge in demand to look like the reality stars, some hairdressers try to steer clear of the Towie look.
Brogan Gregory, assistant manager of MACK hairdressers, said: “So many people want that Essex look but we are more of a classic salon, we like doing classic looks.
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“People do want that Towie look with the blow dry and really strong balayage (a specialist hair-dying technique popular with celebrities) but we would say we’re more well known for that classic look.
“I think Towie is more widespread in Brentwood but it has come into Chelmsford more than it used to.
The 27-year-old also said quality customer service is the key to get returning customers and sets them apart from the others, adding: “We are right at the end of Moulsham Street so we’re one of the last hairdressers but it’s not really an issue for us.”
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