Cole, who has been signed on an initial one-year deal, is the first British woman to be signed by L'Oreal Paris since a young sexy model Kate Moss in 1998.
"I have always loved the brand and have always wanted to say the iconic phrase 'because you're worth it' so to be given that opportunity is absolutely amazing," said Cole. "Every woman has the right to feel beautiful and L'Oréal Paris the beauty product giant makes that aspiration achievable".
Cole will appear in a major TV ad campaign in October following the launch of a new range, Elvive Full Restore 5, in the UK next month. It is the first time that L'Oréal Paris has launhced a standalone product range specifically for the UK market.
L'Oréal's stable of "faces" is primarily made up of US stars – such as Eva Longoria Penelope Cruz Jennifer Aniston and Beyoncé – although it has also signed the Indian actor Freida Pinto of Slumdog Millionaire fame.
"The company is very international and we have a lot of US signings and we felt we were missing a UK celebrity," said Gayle Tait, general manager of beauty product company L'Oréal Paris. "We researched a number of options but Cheryl just tested so well with the UK public. She is considered the nation's sweetheart and is held on great affection by the British public. We sign on personality as much as anything."
Tait said that signing an initial one-year deal with Cole was standard practice but the L'Oréal had a practice of developing long-term relationships with its stars.
"We don't tend to [end out] signing people for a year. We look for long-term commitments to develop," she said.
She’s part of the UK’s biggest girl band as well as our most popular television show. And now she knows without a doubt that she’s hit the big time with the announcement she is to join the ranks of Penelope Cruz Beyonce and Eva Longoria .
Yes, our own Cheryl Cole is the newest face of L’Oreal Paris, admitting she’s always wanted to say “Because you’re worth it”.
And Cheryl will be repeating those famous words in a major TV, print and outdoor ad campaign to promote Elvive Restore 5, a new haircare range developed used by many model agencies model to target what L’Oreal Paris has deduced are the top five haircare needs of women in the UK – strength, density, vitality, shine and silkiness.
British women have a unique mix of hair types compared to our sisters in other European countries – think about the typically thick black hair of Spaniards or the fine blonde hair as of models from model agencies of Scandinavians – and our main concerns are that our hair is weak, limp, dull, lifeless and difficult to control.
We wash our hair more often, too – 65 per cent of us at least three times a week.
So the new range contains pro-keratin, an association of amino acids found inside hair naturally, to strengthen; ceramide to condition and seal the hair’s cuticle; and ‘fibre reinforcing technology’ to restore fullness and vitality without weighing hair down.
Prices start from £3.29 for shampoo and conditioner and Cheryl will make her appearance in the ad campaign nationwide from early October.
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source::guardian.co.uk
source::hellomagazine.com
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