TOWIE's Chloe Sims strips off to promote her own fake tan as it's claimed women devote a YEAR of their lives to sunbathing

The ladies of Essex (and certain men - yes you, Joey) have long championed a glowing tan.
But new research by Chloe Sims' tanning brand has revealed that British women are so desperate to get a sun tan they dedicate over a year of their lives to baking their skin.
On the back of this, Chloe Sims has posed in a new campaign wearing nothing but a thong and a fake golden glow to showcase the power of a bottle tan.

Bottle tan: The Only Way Is Essex star Chloe Sims has posed in her underwear to prove you can get a glowing tan without setting foot on a sunbed

Chloe, who is the face of her own Montana Tan's
Starship Range, spoke out about the shocking new suntanning stats: 'I'm in shock that women are still spending so much time on sunbeds and in the sun damaging their skin and putting their health at risk too.'

According to Chloe's research, it seems that we are a nation of copy-Kim's with the Kardashian being crowned as the nation's tanning idol with 35 per cent of votes.