Yes, our own Cheryl Cole is the newest face of L’Oreal Paris, admitting she’s always wanted to say “Because you’re worth it”.
And Cheryl will be repeating those famous words in a major TV, print and outdoor ad campaign to promote Elvive Restore 5, a new haircare range developed to target what L’Oreal Paris has deduced are the top five haircare needs of women in the UK – strength, density, vitality, shine and silkiness.
British women have a unique mix of hair types compared to our sisters in other European countries – think about the typically thick black hair of Spaniards or the fine blonde hair of Scandinavians – and our main concerns are that our hair is weak, limp, dull, lifeless and difficult to control.
We wash our hair more often, too – 65 per cent of us at least three times a week.
So the new range contains pro-keratin, an association of amino acids found inside hair naturally, to strengthen; ceramide to condition and seal the hair’s cuticle; and ‘fibre reinforcing technology’ to restore fullness and vitality without weighing hair down.
Prices start from £3.29 for shampoo and conditioner and Cheryl will make her appearance in the ad campaign nationwide from early October.