Cheryl Cole’s hair extensions almost got her employer L’Oreal into trouble – for making her look too good. In a TV ad for Elvive Full Restore 5, the singer and X-Factor judge says: “My hair feels stronger, full of life, replenished and with a healthy shine. It’s got its mojo back.” However some text on screen quickly adds “Styled with some natural hair extensions.” This ‘disclaimer’ is repeated on billboard ads as well.
The Advertising Standards Authority (ASA) received 40 complaints about the campaign. People were adamant that the effects shown on Cheryl Cole’s hair could not be achieved by Elvive as the star was wearing extensions. Some also maintained that the products shown were not suitable for use with hair extensions.
L'Oreal said the ads were not intended to promise that consumers would look exactly like Cheryl Cole, and that the average consumer would understand how effects would vary according to both hair type and how the hair is styled.
Rejecting the complaints, the ASA agreed that L’Oreal’s consumer testing appeared to demonstrate that the results could in fact be realistically achieved by customers without hair extensions.
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