X Factor judge Cheryl Cole has become the new face of L”Oreal after bagging a lucrative deal from the French cosmetics and beauty products brand.

Cole will lead the L”Oreal campaign in the UK and she will start with promoting a hair product called Elvive Full Restore 5.

Sky News quoted Cole as saying: “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.”

L”Oreal executives believe roping in the star would enhance the popularity of their products.

Gayle Tait, L”Oreal Paris general manager said: “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.”