The Elvive Full Restore 5 commercial features Cheryl saying: "Weak, limp, lifeless; it's time our hair got a life." Later, she says: "My hair feels stronger, full of life, replenished, with a healthy shine. It's got its mojo back", while in small print, the text reads: "Styled with some natural hair extensions."
L'Oreal defended the advert saying large-scale consumer tests on participants showed that the benefits of the products could be achieved and were recognised by the average consumer who did not have hair extensions. The company said the advert was not a promise that consumers would look exactly like cheryl cole.
ASA agreed with L' Oreal, saying: "We considered most consumers would interpret the ads to mean the product would have an effect on the look and feel of hair that was weak, limp, lifeless, dull or straw-like. "However, they were likely to understand that individual results would vary according to their own hair type."