X Factor judge Cheryl Cole has signed a lucrative advertising deal with L’Oreal.

Cole has landed a one year deal making her the first British woman to front the brand since Kate Moss was signed in 1998.

“I have always loved the brand and have always wanted to say the iconic phrase ‘because you’re worth it’ so to be given that opportunity is absolutely amazing,” said Cole. “Every woman has the right to feel beautiful and L’Oréal Paris makes that aspiration achievable”.

Cole will launch a major TV ad campaign in October, fronting new product Elvive Full Restore 5.

“The company is very international and we have a lot of US signings and we felt we were missing a UK celebrity,” said Gayle Tait, general manager of L’Oréal Paris. “We researched a number of options but Cheryl just tested so well with the UK public. She is considered the nation’s sweetheart and is held on great affection by the British public. We sign on personality as much as anything.”