Joey Essex insuring hair for £1million
Joey Essex has announced plans to protect his hair after he was advised to get it cut off while filming in the US.
Joey Essex is insuring his hair for £1million.
The ex-TOWIE star - who is known for his perfectly coiffured quiff - revealed plans to protect his most valuable asset after he was advised to cut it off while filming an episode of 'Educating Joey Essex' in the States.
The deal - which he hopes to secure with high-profile insurer Lloyd's of London - follows a six-figure hair care contract he signed with Tesco last year for his 'D'Reem Hair' range of products.
He told The Sun newspaper: "In the US some of the geezers who were telling us about aliens said that I had funny hair and that I should cut it. But there is no way."
The episode - which airs this evening, entitled 'Space Cadet' - sees Joey travel to Area 51 in Nevada to investigate the existence of aliens, although the 24-year-old appears more preoccupied with his luscious locks rather than learning about extraterrestrial activity.
He said: "I love my hair - it is reem man."
It isn't the first time the reality TV star's precious hair has been under threat.
While filming scenes in Brazil for a World Cup episode of his television show in June, he confessed to being fearful that his trademark hairstyle would be ruined forever with hair dye.
He said: "When we were in Brazil filming the football 'Educating Joey Essex' I thought these Brazilian hair-dressers were going to bleach my hair. I was so scared."