Essex is one of the country's hotspots for sales of fake tan, according to a survey released today.
TOWIE is said to have sparked an increased interest in the product - with a five per cent rise in sales at Superdrug in 2012 compared to the previous year.
And the store's tanning team reckons this year's unsettled weather will result in more flying off the shelves in 2013
The findings also reveal Essex customers buy 20 per cent more fake tan than those in London.
The top tanners in the UK are Glasgow, Liverpool, Manchester and Leeds.
But it seems the natural look is in fashion in Bristol, Kent, Margate, Southall and Middlesbrough.
Simon Comins, buying director at Superdrug said: "We know that ladies of Liverpool are renowned for their glamorous style and their hair and make-up is always pristine but it's interesting to see that Glasgow has topped the tanning charts in this research.
"Fake tan is one of our hero sellers as a beauty retailer and it's interesting to look at the regional differences.
"In some places customers will buy one bottle to last the whole summer, while for others it's a weekly purchase."
