Brits are no longer well jel of the Towie-style bronzed look - with sales of fake tan products crashing in the past year.

The so-called ‘Towie effect’ - which prompted a boom as fans emulated the look of their reality TV heroes - appears to have run its course, with artificial tan product sales plunging 19.3% to £14.5m on unit sales down 24.1% [Kantar Worldpanel 52 w/e 4 January 2015].

“The reality TV shows were effectively ongoing ads for fake tan but they have passed their peak,” suggested Lou Ellerton, senior consultant at branding agency The Value Engineers.

The Only Way is Essex launched in 2010 on ITV and at its peak had as many as two million viewers. Now in its 14th series, it has moved to ITVBe and has around a million.

“It’s like fake tan has been off the air for a while,” added Ellerton.

Kantar Worldpanel suggested more Brits were seeking the natural look.