Cheryl Cole loses her hair mojo as the X Factor judge steps out with matted locks
With her glossy locks and hair extensions, impeccably groomed Cheryl Cole was a natural choice to become the face of L'Oreal hair products.
But just as she launches the promotion for the beauty giant's latest haircare product, the X Factor judge stepped out looking like her locks could do with a helping hand.
She was arriving at the ITV studios ahead of a rehearsal for tomorrow night's first live final.
Is she worth it? L'Oreal model Cheryl Cole arrives at the X Factor studios with her hair looking matted and lank this afternoon
Adverts featuring the Girls Aloud singer, for which she is rumoured to have been paid £500,000, ask 'Have you lost your hair mojo?'
And it seems Cheryl's answer should be 'yes'.
Her hairstyles and glossy waves normally have dozens of magazine pages devoted to them, and how best to achieve her sheen.
So perhaps she needs to take some advice from her own promotional brand, as the new product - Elvive Full Restore 5 - targets weak, limp, dull, lifeless and straw-like hair.
The singer, who is releasing solo single Fight For This Love, is rumoured to spend around £40,000 a year on hair and make-up styling and good blow drys.
But today, the normally bouncy, shiny-haired judge looked tired and drawn as she arrived in a grey sweater and checked shirt and chatting on her mobile phone.
The advert for L'Oreal's latest Elvive haircare product
Perhaps her hair has taken a battering this week. She wore it in glamorous waves over one shoulder to the Pride of Britain awards on Monday, and in a faux poodle perm with hair extensions for Simon Cowell's birthday party last weekend.
She has also worn it in glossy waves during the week of rehearsals ahead of tomorrow night's live programme.
Cheryl is mentoring the boys this year, and hopes to guide Joseph McElderry, Daniel Lloyd and Rikki Loney to the final week.
But with fellow judges Dannii Minogue and Simon Cowell both having strong contenders in their groups, Cheryl will be feeling the strain.
She mentored last year's winner Alexandra Burke to victory over Louis Walsh's group JLS.
omg really?? she has one "off" day... i think her hair looks fine. what do you guys think, does her hair always have to be immaculate? especially since l'oreal is you know... paying her? lol