X-Factor judge and singer Cheryl Cole has proved her worth to L’Oreal by signing a £500,000 contract to promote their new Elvive haircare products in the Elvive Full Restore 5 range.

Gayle Tair from L’Oreal Paris said: “Cheryl’s striking beauty and much admired hair makes her the perfect ambassadress (sic) for L’Oreal”.

A suitably chuffed Cheryl Cole added: “I have always loved the brand and have always wanted to say the iconic phrase ‘Because you’re worth it’, so to be given that opportunity is absolutely amazing.”