Cheryl is AXED by L’Oréal following nine years after ‘losing out on £4million pound deal’… as the star releases new hair extension range
Cheryl has been axed by L’Oréal after nine years.
The singer, who is making her musical comeback after four years, has lost a deal rumoured to be worth £4million with the hair and beauty giant, according to The Sun.
And a source has now told MailOnline: ‘Following discussions with Cheryl and her team earlier this year, we can confirm that our spokesmodel partnership has come to an end, however she continues to be a friend of the brand.’
No longer a MANE attraction! Cheryl has reportedly been axed by L’Oréal after nine years. after she lost a deal worth £4million with the hair and beauty giant over the summer
It was continued to MailOnline: ‘We’re very proud to have worked with Cheryl for nine years and to have been part of her story, sharing and celebrating all things “worth it.”’
Speaking of her partnership with the brand over the years, Cheryl added: ‘I have had an amazing experience as L’Oreal Paris’ UK spokesmodel for the past nine years and have loved working with the team over there.
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‘It always felt like more than a partnership and I would like to thank them all for the opportunities it has afforded me,’ she revealed.
This comes after a beauty source told The Sun: ‘It’s a hammer blow for Cheryl at this stage of her career. L’Oréal has been her most regular income.’
A source has now told MailOnline: ‘Following discussions with Cheryl and her team earlier this year, we can confirm that our spokesmodel partnership has come to an end’
All is well: The source told MailOnline that she ‘continues to be a friend of the brand’
‘L’Oréal has been her most regular income for close to the past decade. It’s kept her rich without having to do much work.
‘It also saw her rub shoulders with other L’Oréal stars in places like Cannes, including Julianne Moore, Helen Mirren, Eva Longoria, Jane Fonda, Jennifer Lopez and Penelope Cruz.’
The news comes after Cheryl launched her new Easilocks hair extensions late last week.
Happy: Speaking of her partnership with the brand over the years, Cheryl added: ‘I have had an amazing experience as L’Oreal Paris’ UK spokesmodel. I would like to thank them’
Reports: This comes after a beauty source told The Sun: ‘It’s a hammer blow for Cheryl at this stage of her career. L’Oréal has been her most regular income’
According to the website, Cheryl’s luxurious line comes with personalised brushes, a mini zip-up bag and a coat hanger for the hair pieces and has been devised alongside hair expert Shane O’Sullivan.
The sites states: ‘Our unique nutritional coating gives each fibre a silky feel and multi-tonal colouring to replicate real human hair.’
Cheryl said: ‘I’ve been wearing and testing Easilocks for a long time now.
‘We’ve based this collaboration on my ‘GO TO’ looks, favourite shades and with Shane’s expertise & innovative techniques in hair processing we’ve really brought hair extensions to a whole new level.’
New venture: The news comes after Cheryl launched her new Easilocks hair extensions late last week
In good condition: According to the website, Cheryl’s line comes with personalised brushes, a mini zip-up bag and a coat hanger for the hair pieces
In 2009, Cheryl’s ‘misleading’ L’Oreal advert was criticised by fans, after she appeared in a national advertising campaign for Elvive Full Restore 5, a shampoo and conditioner range.
In TV commercials, the singer claimed: ‘My hair feels stronger, full of life, replenished with a healthy shine. It’s got its mojo back.’
However, what is irritating fans is that she does not mention that she actually uses hair extensions, which cost up to £1,000, to give her hair more volume and bounce.
Campaign: In 2009, Cheryl’s ‘misleading’ L’Oreal advert was criticised, after she appeared in a national advertising campaign for Elvive Full Restore 5, a shampoo and conditioner range
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