Coleen McLoughlin has been set the challenge of a lifetime…to find naturally beautiful women to be the face of eight major brands in her brand new series, Coleen’s Real Women.

In each episode, Coleen, the nation’s favourite girl next door, will scour the streets of Britain in search of real women to win eight high profile modelling assignments. These will be genuine jobs but with one major difference – all the women Coleen selects are amateurs, all professional models will be barred.

At the beginning of each show, Coleen will be given a brief from the brand. She then sets out on a scouting mission and holds open castings to find girls she thinks will not only fit the brief but could win the campaign over and above professional models.

To help her find these girls, Coleen enlists fashion industry expert Camilla Johnson-Hill to help her match the right girl to the right campaign.

So long as their look and personality fits the brief and the girls take a great picture they could be in the running to become the face of a major brand.

Once a shortlist has been pulled together, Coleen and her expert team will give the potentials a make-over, taking them from their everyday girl-on-the-street image into top models.

Each of the finalists will build up a portfolio under Coleen and Camilla’s watchful eye and then they will go off for their final casting at the brand HQ, where they face their competition for the first time, a roomful of experienced, professional industry models.

The clients reach a decision and announce who will front their campaign.

Will Coleen be successful in her quest to get ‘real women’ into advertising?

Episode two sees Coleen making a bid to find a real woman to be the cover star of cosmetics company, Avon.

The three real women hoping to win the campaign in this episode are Megan Pugh, 18, Laura Stuart-Cook, 21 and Siobhan Platt, 19.

Thursday 7 February 2008 9:00pm – 10:00pm on ITV2.