Cheryl's 'misleading' mane

by Natalie Cornish Nov 22nd 2009 10:33AM

If the wedding ring drama wasn't enough, now Cheryl's in trouble over her L'Oreal shampoo adverts.

The twenty-six-year-old, who signed a £500,000 deal with the haircare brand in August this year, has been criticised by fans for wearing hair extensions in her adverts for L'Oreal Full Restore 5 shampoo and conditioner - which claims to replenish "weak, limp and lifeless hair".

Thirteen people branded the X Factor judge's ads "misleading" and complained to the Advertising Standards Authority (ASA), but their complaints were rejected.

The ASA said the disclaimer message featured in the TV and print ads - which admits Cheryl's hair is "styled with some natural extensions" - was "clear and legible'.

It seems Cole's bad hair day doesn't stop there.

While L'Oreal admits the singer wears extensions that are "cared for in the same way as normal hair", her hairdresser has waded in to the debate, telling The Times that she now uses acrylic artificial extensions rather than the "natural" human hair claimed in the ads.

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Comments (12)

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Nov 23rd 2009 10:39AM

Simon Cowell commented:

User rating: Thumbs up

WHO GIVES A F**K !
www.myspace.com/tammacsgiants

Nov 23rd 2009 12:39PM

Sandra Brookes commented:

User rating: Neutral

i fully agree i only wish i looked like her.

Nov 24th 2009 8:04AM

lesleyhiggs commented:

User rating: Thumbs up

hi i would just like to say that cheryl is not the only one with extensions..she is no different to the other adds..some advertise mascara and have lash extenstions..even the face cleansing adds they have make up on..so cheryl is not the only one..

Nov 25th 2009 4:24PM

loiuse commented:

User rating: Neutral

you are so right, why do the public have so much to say about celebs. Just enjoy the pleasure they give.

Nov 23rd 2009 11:22AM

memo commented:

User rating: Two thumbs up

Does Cheryl, the acrylic extension. Lovely real hair though on a fake bird!!

Nov 23rd 2009 11:57AM

bored to tears commented:

User rating: Two thumbs up

Sick to death of these so called celebrities. Anyway, there is a mascara advert on as well which claims to give you longer, fuller lashes and then there is a disclaimer which says it is styled with added lashes. I think the ASA ought to stop this sort of advert - not just let these companies get away with it because they put a miniscule disclaimer at the bottom of the screen.

Nov 23rd 2009 1:12PM

Sandra commented:

User rating: Two thumbs up

I have been going on about that for ages am sick to death of these adverts showing these fabulous lashes this is a con and should be stopped, you can see they are all false eyelashes, forget the disclaimer item saying 'there false lashes added'To say that your lashes will look like that is just fraud.
Lets push to get rid of these false ads.

Nov 23rd 2009 3:07PM

Tony commented:

User rating: Thumbs up

Why is she a 'so called celebrity'? She has been in a very successful group for several years. She also seems like a genuinely nice person. As for the advert well like someone else said 'who cares' its just marketing surely most people are smart enough to know that.

Nov 23rd 2009 6:53PM

Mixer man commented:

User rating: Neutral

Some people need to get out more. Get a life. x

Nov 23rd 2009 6:52PM

Laura commented:

User rating: Neutral

Seeing a celebrity in an advertisment will not make me buy the product. Cheryl is just the face of the product. If the company people didn't think it would sell the product they wouldn't use them.

Nov 25th 2009 8:00AM

Claire commented:

User rating: Neutral

I hate these adverts, and the thing that really p****s me off about them is the statistics they give....... 75% of testers agreed, then the disclaimers at the bottom reveal 'out of a poll of 40 people'! So that means only 30 people actually tested and agreed them. Starts me off on a proper grumpy old woman rant at the telly!! :)

Nov 25th 2009 2:56PM

Charmaine Jones commented:

User rating: Two thumbs up

I think the public are getting fed up with fake -looking and fake- sounding celebs - and the proof is shown in the enormous 'spontaneous' support shown for Susan Boyle in the USA recently.
Youve gotta admit its hilarious - British 'celebs' have millions spent on them in order to promote them on the other side of the pond - (thinking Posh Spice and Cheryl Cole here - not to mention a load of other cheesy 'pop stars') - and good old Subo walks in and WOWS them all - warts and all.
Good on you girl!!!!!

As for Cheryl Cole promoting L'oreal with her false hair - it shouldnt be happening.
Thank God for the Dove adverts.
Hope to see more of them soon.
:-)))