Cheryl Cole lands lucrative L’Oréal Paris deal

Published: 27-Aug-2009

Pop star and X Factor judge Cheryl Cole has landed a deal with L’Oréal Paris to front its new Elvive Full Restore 5 range, exclusively on UK screens from October.


Pop star and X Factor judge Cheryl Cole has landed a deal with L’Oréal Paris to front its new Elvive Full Restore 5 range, exclusively on UK screens from October.

The deal, reputedly worth £500,000 to Cole, means she is the first British woman to be signed by L’Oréal Paris since Kate Moss signed on the dotted line in 1998. Elvive Full Restore 5 is the first time that the company has launched a standalone product range specifically for the UK market.

Gayle Tait, general manager of L’Oréal Paris explains the reasons behind hiring Cole: “The company is very international and we have a lot of US signings and we felt we were missing a UK celebrity. We researched a number of options but Cheryl just tested so well with the UK public as she is considered the nation’s sweetheart. We sign on personality as much as anything.”

Says Cole: “I have always loved the brand and have always wanted to say the iconic phrase – because you are worth it – so to be given that opportunity is absolutely amazing. Every woman has the right to feel beautiful and L’Oréal Paris makes that aspiration achievable.”

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