L'Oréal has signed a global advertising deal with the Girls Aloud singer and X Factor judge Cheryl Cole that will originally see her front the launch of a sphere of beauty products targeting UK women.
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 Kate Moss in 1998.
"I have always loved the brand and have always needed to say the iconic phrase 'because you're worth it' so to be given that opportunity is certainly amazing," said Cole. "Every woman has the right to feel beautiful and L'Oréal Paris makes that aspiration achievable".
Cole will arrive 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 administrater of 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 nice affection by the British public. We sign on personality as much as anything."
Tait said that signing an beginning one year deal with Cole was standard practice but the L'Oréal had a practice of developing long term relationships with its stars.
She sais, "We don't tend to (end out) signing people for a year. We look for big term commitments to cultivate"
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 Kate Moss in 1998.
"I have always loved the brand and have always needed to say the iconic phrase 'because you're worth it' so to be given that opportunity is certainly amazing," said Cole. "Every woman has the right to feel beautiful and L'Oréal Paris makes that aspiration achievable".
Cole will arrive 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 administrater of 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 nice affection by the British public. We sign on personality as much as anything."
Tait said that signing an beginning one year deal with Cole was standard practice but the L'Oréal had a practice of developing long term relationships with its stars.
She sais, "We don't tend to (end out) signing people for a year. We look for big term commitments to cultivate"
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