By Emily Tait
Programmes such as The Only Way is Essex have contributed to a boom in the demand for fake eyelashes and other products to alert women's appearance, according to a new report.
Research carried out by Alibaba.com shows that companies have been cashing in on the desire for false eyelashes, fake tan and nail extension generated by the ITV2 show, which has brought in huge viewing figures since the programme's launch.
The study reveals that fake eyelashes are the most popular beauty tool, with a 61 per cent share of searches for the 'TOWIE look'.
Linda Kozlowski, director of global marketing and customer experience at Alibaba.com, said TOWIE is a TV "sensation" and this data shows again the huge impact it has had on the public and consumer demand in only a short space of time.
"This is an example of how businesses have taken advantage of fashion and popular culture with the aim of boosting sales and business growth," she added.
However, recent research suggests that people who wear fake eyelashes too often may suffer from patchy eyelashes as the glue used to keep the false ones in place can tear hair out.
by Alexa Kaczka