L’Oréal Paris has appointed Girls Aloud's Cheryl Cole as its latest UK spokesperson. The X Factor judge debuts in ads for the brand's new Elvive Restore 5 range, rolling out nationwide from September, which has been developed to address five common hair concerns with one product.

'We are thrilled to welcome Cheryl Cole as a new spokesperson for L’Oréal Paris. Cheryl is a glamorous, stylish and talented young woman whose warmth and charm has captivated the nation and helped to establish her as an inspiration to women throughout the UK. Cheryl’s striking beauty and much admired hair makes her the perfect ambassadress for L’Oréal Paris UK,' says Gayle Tait, General Manager, L’Oréal Paris.

Cole joins fellow 2009 L’Oréal Paris spokespeople Evangeline Lilly, Patrick Dempsey, Frieda Pinto and Elizabeth Banks.