The TOWIE effect: Sales of false nails soar 567% and fake eyelashes up by 249% as girls go for the Essex look this Christmas
There”s one word that never comes up when talking about the glamorous girls of TOWIE, and that”s subtle.
The pumped up, uber-tanned and artificially enhanced cast of scripted reality show The Only Way Is Essex have made false nails, glue-on eyelashes and fake tan their own.
And now, their influence has trickled down to the high street as women of Britain cast off their love of the natural look and embrace the carefully crafted artifice of the show”s beauty salon addicts. As a result, sales of false nails have soared 567 per cent, and fake eyelashes by 249 per cent.
Made up: TOWIE”s Chloe Simms, left, and Lauren Goodger, right, are rarely seen without luxuriant false lashes
Nailene reported the staggering increase on last year”s false nail sales figures, adding that the glossy red set of false nails – the colour favoured by Lauren Pope and Lauren Goodger – have sold out everywhere.
“The TOWIE girls all wear Nailene”s false nails, and they all love them,” said a Nailene spokesperson.
“And since the series gained in popularity, we”ve seen sales soar. It”s also a lot to do with it being the Christmas party season – many of the nails we”re selling are bright red or sparkly.”
“They cause much less damage than gel manicures and they stay on much better than they used to – they”re much longer lasting.
“The TOWIE girls don”t wear them long like they did in the 80s – they wear the shorter or more subtle medium length.
Polished: Lauren Pope”s staples are perfectly manicured red talons and luxuriant false eyelashes, while ex-TOWIE star Amy Childs stays true to her Essex roots in LA with her French manicured nails and eyelashes
For their part, department store Debenhams said they have seen a massive surge in the number of customersrequesting dramatic false eyelashes, like the luxuriant lashes worn by the TOWIE girls.
False eyelash application is up 249 per cent, while fake tanning – the other TOWIE staple – is up 136 per cent.
Todayis the busiest day of the year for beauty treatments, coinciding with the fact that today is the most popular day for Christmas parties.
In addition to lashes, nails and tans, manicures and pedicures are up 112 per cent, brow shaping up 235 per cent, makeovers (up 278 per cent) and blow dries up 204 per cent.
The store has drafted in extra staff to help with demand.
Ruth Attridge, spokesperson for Debenhams said, “It’s the 5pm on a Friday night crowded office bathroom scene on a massive scale.
“Office workers have been coming into store carrying their party frocks and glamorous heels and asking for makeovers to match. We expect to get through as much fake tan in one night as we usually do in a week.”
Falsies: Nailene has experienced a hike of 567 per cent in sales of their stick-on nails