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Reem! Now you can do your hair like Joey Essex

By Brentwood Gazette  |  Posted: August 25, 2011

  • TRENDSETTER: Joey Essex, from The Only Way Is Essex

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WATCH OUT ladies, the fellas in Brentwood have just got "reem".

"OMG," I hear you cry, "your boyfriend will be well jel".

For those of you now deeply confused at what this all means, they are just some of the famous catchphrases adopted nationwide thanks to reality show The Only Way Is Essex and its perma-tanned cast.

Love it or hate it, the reality show has well and truly put Brentwood on the map and chaps across the borough are now plucking, waxing and styling their way into the world of the metrosexual man.

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And now Vega Hairdressing, in Kings Road, Brentwood, is hoping to cash in on the success of the reality TV show, with its own range of hair products inspired by the show, including Reem cream – a catchphrase that has been created by Joey Essex.

The Gazette took to Brentwood High Street with Vega boss Will Russell to see him style up some of the town's gents.

Will said: "Over the last couple of years we have seen more 50s style haircuts, with a bit of a quiff going on. Joey Essex has adopted that and put his own stamp on it. It seems to be really popular.

"The show has been really good for the town's economy in general. I have this week taken a booking for four girls in November who are heading down from Glasgow."

A grooming salon that has for four years now been offering the kind of treatments that would appeal to the show's cast is MENACE in Hutton Road, Shenfield, where facials, waxing, and even botox are offered alongside the more traditional haircuts and cut-throat shaves.

Owner Matthew Norris said the difference between his salon and the in-your-face show is the privacy they offer all customers – and The Only Way cast members are among those they have welcomed through their door.

He has also seen an increase in the popularity of more old-fashioned slick haircuts, as youngsters mimic the style now made famous by Joey Essex.

He said: "A lot of old-fashioned styles are becoming more popular and guys are having haircuts now that boys five years ago would not have dreamt of having.

"Joey Essex, though, does have his own unique style and is out there with his dress sense. If you go to places like Sugar Hut there is a lot of it."

Matthew, however, does believe that men have been taking care of themselves long before the show began, but perhaps in a more discreet way than some of the characters.

He said: "Times have changed and these days it is almost unheard of to not take care of yourself."

Other products in the Vega range include Dazzle Jel, OMG dry shampoo and Sugar spray.

There are also a range of TOWIE-inspired shampoos and a matt clay that has yet to be named.

Will is in fact asking Gazette readers for suggestions for the clay title, and they could see it make it onto the front of the product.

The hairdresser – and recently elected borough councillor – is also giving 30 per cent of all the money made from his current stock to the Brentwood mayor's chosen charities.

To name the clay or for more information call the salon on 01277 202800.

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