Celebrity endorsements are proving a winning formula for a leading hair transplant specialist.

The KSL Clinic, in Station Road, Maidstone, has seen a steady stream of famous faces pass through its doors - and that's prompting more to sign up.

Among those to have recently undergone treatments are I'm A Celebrity star and former EastEnder Joe Swash, Pop Idol star Gareth Gates, X Factor's Jake Quickenden and Towie's James Lock.

Launched two years ago, its director is Lloyd Hume, who for many years was manager of Maidstone United Football Club.

He explains: "We've developed a lot in that time and we do get a lot of celebrities in.

"We do an endorsement package with them so they get some money off and in exchange we can use them for publicity."

The benefits have been considerable.

In June, Joe Swash's third visit to the salon made national headlines and word-of-mouth in the right celebrity circles is keeping its profile high.

It has already performed treatment on four Championship footballers this year, with others lined up.

Adds Mr Hume: "We've now got a lot of celebrities but they only account for one per cent of our customers.

"The majority are men, but women are growing in number."

Most treatments are designed to reverse the effects of hair loss or thinning.