The X Factor's Cheryl deal with L'Oréal

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"

Girls Aloud Formation

In 2002, a new UK talent search show called '' Popstars: The Rivals'' was released, with the mean of making a five-piece boy band and a five-piece girl band. Following the success of Hear'Say (winners of the original ''Popstars'' show), several thousand applicants attended auditions around the UK, hoping for a place in one of the groups. Ten men and ten women were selected from the auditions to go forward as finalists. However, before the first round of the finals two of the original female finalists were replaced: Hazel Kaneswaren was found to be too old to participate, whilst Nicola Ward turned down to sign the contract. Two new finalists (Kimberly Walsh and Nicola Roberts) were chosen, and the show continued.During October and November, the finalists took to the stage every Saturday night, singing for their place in one of the two bands. One challenger was eliminating each week until the final line-ups emerged. The resulting female arrangement became Girls Aloud, managed by Louis Walsh. The winning boy band was called One True Voice and was managed by Pete Waterman. In Christmas 2002 the two bands competed for the symbolic number one position in the Christmas Week UK's singles chart. Girls Aloud won with their single ''Sound of the Underground'' which then stayed at number one for four weeks. Disney Channel viewers later voted this as best single of 2002-2003 at the Disney Channel Kids Awards. Originally tipped to be more successful than the girls, One True Voice released just two singles, achieved little success and quickly disbanded.