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Cheryl finally gets to say she’s worth it as face of new haircare

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Cheryl Cole admits she's long wanted to say "Because you're worth it" and gets the chance from October as the newest face of L'Oreal Paris  

02 SEPTEMBER 2009

She’s part of the UK’s biggest girl band as well as our most popular television show. And now she knows without a doubt that she’s hit the big time with the announcement she is to join the ranks of Beyonce, Eva Longoria and Penelope Cruz.

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.

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