The long and short of it: TOWIE's Lucy Mecklenburgh goes back to her Essex roots by endorsing hair extensions
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As part of The Only Way Is Essex, reality TV star Lucy Mecklenburgh is accustomed to being the main attraction.
But, when she stepped out in London's Charlotte Street hotel on Monday, she suddenly found herself being the mane attraction, instead.
The 22 year-old has become the ambassador for a new hair extension product called Easilocks.
Hair today...:Lucy Mecklenburgh and Easilocks photocall held at Charlotte Street Hotel, London
Taking the long way around: Lucy seen with her long locks (L) and shorter, natural hair (R)
Wearing a peach-coloured jumpsuit with block heels, the brunette seemed to fulfill every Essex cliche with a matching tan and forced pout.
The look was a far cry from Lucy's usual attire - which tends to walk a fine line between youthful, fashionable and classy.
The weave itself also left her looking more like a Cheeky Girl, than a lady.
Fringe benefit: The reality TV cast-member sported new locks to promote the brand
The product, which is enjoying a convenient marketing push ahead of the Christmas rush, is already supported by the likes of Chantelle Houghton and Katie Price.
Founded by Shane O'Sullivan, the range boasts that it uses 100% human hair and requires no braiding, glue or sewing.
The collection starts at £29.99, is also heat resistant up to 200 degrees and allows the user to shampoo and blow-dry as usual.
(Pony) tailspin: Lucy looked considerably different with her new, longer hair - although not necessarily for the better
Head and shoulder-length: Lucy suits her natural looks much more than the weave
Work that hair! The TOWIE star swishes her 'hair' around as she launches the product...just in time for Christmas
The new look comes shortly after Lucy posted pictures of herself on the set of her very own 2014 calendar shoot.
The revealing pictures, which saw her in heels and a metallic monokini, set virtual fans into overdrive - each descending on her social networking sites to catch a glimpse of the skin-revealing preview.
But in spite of her envy-inducing figure, Lucy admitted her peachy bottom still can't compare to the voluptuous curves of American reality TV queen, Kim Kardashian.
Writing in her column for new! magazine, she said: 'Kim Kardashian's bum is on another level. She posted her belfie to the haters who said she was fat. Mine was more about fitness and to show that if you're unhappy with something you can change it.
'Like a lot of girls, I get bad cellulite on my bum and I really struggle to get rid of it so I've been drinking more water and doing lots of squats. I'm proud of my butt!'
Peachy: The self-made socialite turned up in a peach jumpsuit - but still flashed a black bra
Read more: http://www.dailymail.co.uk/tvshowbiz/article-2513365/Lucy-Mecklenburgh-goes-Essex-roots-endorsing-hair-extensions.html#ixzz2lgzb0NMi
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