CELEB Ch­eryl loses £4m con­tract

Sunday Sun - - News - LISA HUTCHIN­SON and MICHAEL MO­RAN scoop.sun­day­[email protected]­me­dia.co.uk

GE­ORDIE star Ch­eryl’s run of bad luck con­tin­ues as it has emerged that she has lost her lu­cra­tive en­dorse­ment deal with L’Oreal.

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

It’s not all bad news, though, as Ch­eryl will still prob­a­bly par­tic­i­pate in some fu­ture events for L’Oreal 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’Oreal’s Paris Cat­walk show in Oc­to­ber, the Mir­ror re­ports.

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 Ch­eryl’s con­tract as a L’Oreal Paris ‘spokesmodel’ has come to an end 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 be­ing de­scribed as be­ing “too sex­ual” for a fam­ily show.

Mu­sic mogul Si­mon Cow­ell said he thought Ch­eryl had “died” dur­ing her con­tro­ver­sial per­for­mance.

The pre­sen­ter said he was con­cerned when the she col­lapsed on the floor when her song Love Made Me Do It came to a close.

Ch­eryl’s much-dis­cussed per­for­mance on the ITV show di­vided opin­ion with fans, with some pan­ning it and oth­ers prais­ing it.

Si­mon was seen point­ing to­wards Ch­eryl with a slightly con­fused look on his face when her song fin­ished.

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