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LONDON — L’Oréal Paris has tapped pop star and television personality Cheryl Cole as a brand spokeswoman in the U.K. and Ireland. Cole is a member of the band Girls Aloud and a judge on “The X Factor,” a U.K. show similar to “American Idol.”
This story first appeared in the August 28, 2009 issue of WWD. Subscribe Today.
Her first advertising campaign for the brand will break in October and promote Elvive Full Restore 5, a hair care line, which will bow here in September. Cole has signed an initial one-year deal with L’Oréal Paris, which the French beauty firm said is standard practice for all its brand ambassadors, adding it always aims to develop long-term relationships with them.
“Cheryl is a glamorous, stylish and talented young woman whose warmth and charm have captivated the nation and helped to establish her as an inspiration to women throughout the U.K.,” stated Gayle Tait, general manager of L’Oréal Paris U.K. and Ireland. “Cheryl’s striking beauty and much admired hair make her the perfect ambassadress for L’Oréal Paris U.K.”
L’Oréal Paris’ constellation of spokespeople also includes Freida Pinto, Beyoncé Knowles, Eva Longoria Parker and Penélope Cruz.
“It’s an honor to join the list of glamorous and successful spokespeople associated with the brand,” said Cole. “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.”
Cole is a tabloid favorite here and is known for her ubergroomed look and designer wardrobe. Like Victoria Beckham, with whom she is sometimes compared, she is married to a soccer player. In February, she appeared on the cover of British Vogue, shot by Regan Cameron.
L’Oréal Paris stated Elvive Full Restore 5 was developed following a study involving 3,000 women in the U.K.
“The findings identified five shared hair concerns,” the company stated. “In response to the findings, L’Oréal Paris has developed Elvive Full Restore 5 to address all five concerns with one solution, for hair that feels stronger and soft to touch, looks fuller and revitalized with a healthy-looking shine.”