Our favourite British soap stars and best loved TV personalities hit the red carpet in full force last night to celebrate the annual National Television Awards. The crux of the competition as always rests on who will take home the ‘Best Serial Drama’ prize, Eastenders or Corrie? But actually this year’s biggest battle took place on the red carpet, as TV’s hottest residents donned their glad rags for all-out glamour.

As each starlet posed and pouted in front of a wall of long lenses, the fashion and beauty editors of the popular tabloids and glossies had their pens poised to paper, capturing who wore what, or more importantly who wore whom. Which stylist shouldn’t answer the phone this morning in fear of being sacked and what shade of lipstick should we be popping out on our lunch break to buy.

Unsurprisingly, the nation’s sweetheart Cheryl Cole dominated the headlines today. Not for her bondage style backless dress but the new expansive tattoo across her lower back. It begs the question if she’ll now do for Henna ink what she did for red-hair dye? We shouldn’t underestimate the influence that celebrities have on everyday women’s purchasing habits. Cheryl alone has the ability to make sales rocket of any product – just ask L’Oreal or Wolford!

When she dyed her luscious locks red with L’Oreal Casting Crème Gloss, sales of the product went up by a whopping 114%. Her performance on the X Factor wearing Wolford Sahara Bondage tights resulted in fashion mecca Selfridges issuing a statement to the press that week admitting they had completely sold out. Women who would usually purchase a multi-pack of M&S Black Opaque Tights for a fiver were now clambering over each other to buy one £32 pair of tights. Hopefully they weren’t too disappointed that their legs didn’t look quite like hers – but who cares when they’re one step closer to looking like their favourite star.

That’s the power of the ‘me too’ approach – we want a little slice of their world (or wardrobe) just for ourselves and it has brands clamouring after the elusive killer deal with just the right celeb with the all-important ‘x’-factor.