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Pantene has enlisted the help of British Olympic and World Champion track cyclist Victoria Pendleton (pictured left) as the new ambassador for the Pantene Pro-V Smooth & Sleek range. See, as well as being a sports champion, she does have rather lovely hair too.

'Training outside everyday means the elements can play havoc with my hair, however the Smooth & Sleek range helps fight frizz and keeps my hair looking and feeling the healthiest it's been,' Pendleton says. And apparently it's not just Victoria who suffers from frizz, one Smooth & Sleek product is sold every 30 seconds in the UK.

Max Factor has signed up British Olympic swimmer, Keri-Anne Payne (pictured centre), as the face of its mascara, False Lash Effect Gold. But she’s not being asked to road test the waterproof version. 'I’m so excited to be working with Max Factor', said Keri-Anne, 'when I’m not training, I love experimenting with make-up and creating different looks. I’m a long time fan of False Lash Effect, as the big lash look makes me feel confident.'

Keri-Anne was photographed for Max Factor by renowned photographer and ELLE favourite Rankin, wearing a sultry gold smoky eye.

Last, but not least, Olay has got World Heptathlon and Pentathlon Jessica Ennis (pictured right) to sign on the dotted line. She's the face of new range Olay Essentials (launching in March).