Cheryl dumped by L’Oreal losing millions as her woes continue

Cheryl’s run of bad luck continues as it has emerged that the Geordie star has lost her lucrative endorsement deal with L’Oréal.

The contract is reportedly worth in the region of £4 million.

It’s not all bad news, though, as Cheryl will still probably participate in some future events for L’Oréal Paris, and it is not thought that she will be directly replaced.

The decision was actually taken back in the summer, and since then Cheryl has attended L’Oréal’s Paris Catwalk show in October.


Speaking to The Mirror, a L’Oreal Paris UK spokesperson said: “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.

“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.”

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. It always felt like more than a partnership and I would like to thank them all for the opportunities it has afforded me.”

She first started working with the brand nine years ago when she was an X-Factor judge and riding a wave of popular sympathy over the breakdown of her marriage with footballer Ashley Cole.

This year, however, has seen a marked decline in her fortunes with savage reactions to her comeback performance on X Factor – in particular her dance routine was described as being "too sexual" for a family show.

X-factor supremo Simon Cowell was seen pointing towards Cheryl with a slightly confused look on his face as her song ended.

And speaking on ITV’s This Morning, he revealed what he was thinking, sating : "Well I thought she was dead at the end, actually.”

Cheryl reacted angrily to the criticism, tweeting "I did watch my performance back and I LOVED IT!”

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