Cheryl Cole – is she worth it?

Cheryl Cole has recently been announced as the new spokeswoman for L’Oreal

It seems that there is no stopping the nation's new darling, as Cheryl Cole's plans for world domination continue with her appointment as the face and voice of the French beauty firm, L'Oreal Paris. The Girls Aloud singer and X Factor judge's first ad campaign, promoting Elvive Full Restore 5, will show here in October after Cheryl signed a standard one-year deal with the brand. It seems her February appearance on the cover of British Vogue has elevated her from standard Wag status to serious watch-your-back-Victoria-Beckham status.

Luckily for Ms Cole we don't work for L'Oreal, but Gayle Tait, general manager of L'Oreal Paris UK and Ireland, does and this is what she had to say about the appointment: "Cheryl's striking beauty and much admired hair make her the perfect ambassadress for L'Oreal Paris UK."

Really? Do they? Actually we're all pretty much aware that those thick, shiny locks are down in part to some pretty expensive hair extensions, adding not only length but serious body and shine to her God-given locks, because only a few years ago she was sporting in some dodgy braids. Not that we're against people bettering themselves but we think it's time the beauty firms stopped trying to trick us into believing a certain look is achievable with a mere change of shampoo in the shower. Let's give consumers the truth, pretty people, because we're worth it.