A street may have the most hairdressing shops in the shortest distance in Britain – with 12 salons and barbers in a 400-metre stretch.
Locals say people trying to copy stars – including those on TOWIE – have caused more stores to open on Moulsham Street in Chelmsford, Essex.
The reality show is mainly filmed in the nearby town of Brentwood but many scenes are also shot in the city.
Daniel Foulds, 32, who is assistant manager of Mitchells Barbers, said: “Image is a big thing. Self-grooming is on the rise and people want to look like them and celebrities like David Beckham.
“Male grooming just gets bigger and bigger. Now especially with social media they want to look the best they can.”
Brogan Gregory, 27, of MACK hairdressers, said some clients want to copy the show’s styles but others are more interested in a “classic look”.
She said: “So many people want that Essex look but we are more of a classic salon. If you want big hair we can do that but we try to offer something different.”
Daniel added business is still booming despite an abundance of hairdressers.
He said: “I was told either go into hairdressing or undertaking because everyone’s hair grows and everyone dies.
“We’ve been here 17 years and we’ve never felt a recession.”
