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."
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