The marker of celebrity success seems to be when said celebrity has launched their very own beauty line. We’ve had endless self-named fragrances, One Direction lipglosses, Little Mix nail wraps, Katy Perry eyelashes and now the King of the Jungle and TOWIE star Joey Essex has launched his very own hair styling products. Following on from the successful launch of his fragrance for women and men’s styling range, the new ‘A-Lister Locks’ collection compromises of four styling products: sea salt spray, volume powder, shine spray and hair spray. It could not be more bling or ‘Essex’ if it tried, the labels being shiny silver and bold pink, especially as each bottle features a little Joey cartoon (suprisingly not telling you you’re gonna look reem.) Although I have to high-five anyone who struggles to tell the time but manages to develop a product range, when did Joey Essex become a hair icon for women? And who in their right mind would replace their Schwarzkopf for a bottle of Essex?
Although I can’t knock Little Mix or Katy Perry for signing on to put their names against beauty accessories they’d actually use, I can’t see the logic behind this range. In fact, when it landed in my inbox I actually laughed out loud and proceeded to tweet the breaking news to see if I was the only one that saw the comedy value. The products aren’t actually bad, offering a basic level of styling with no glitz or glamour (oh the irony) and an affordable price point of only £3.00-£4.00. However, I just can’t see who this would appeal to. If you’re a true TOWIE fan, surely you want to look flawless and need some high powered products and a subscription of fake tan, not a cheap and cheerful hairspray in a bright pink bottle? Maybe there are a barrage of teenage Joey fans foaming at the mouth and awaiting this line and I’m just too old to understand it. What do you think?