Cheryl Cole is the new face of L’Oreal Paris UK

The new range launches in September – just as Cheryl will be enjoying the height of the X Factor madness – and was developed after L’Oreal research found that British women shared 5 common hair concerns. In response Full Restore 5 aims to strengthen, soften, thicken, revitalise and add shine.

With her freshly dyed, shining locks, a few glossy monthly mag covers under her belt, a starring role on the X Factor and an outstanding list of musical achievements on her CV, we can see why L’Oreal would choose the ever popular and still down-to-earth Cheryl to front this latest campaign aimed at all women.

Speaking this morning, L'Oreal said they chose Cheryl as she is a ‘glamorous, stylish and talented young woman whose warmth and charm has captivated the nation and helped to establish her as an inspiration to women throughout the UK.’ Cheryl also said she’s excited about the opportunity and that ‘every woman has the right to feel beautiful.'

Other new stars who will act as brand ambassadors for L’Oreal from September are Frida Pinto and Evangeline Lily – they join Beyonce, Eva Longoria and Penelope Cruz who are already signed to the brand.