Girls Aloud singer Cheryl Cole has boosted the sales of the hairspray she advertises.
Cole, as the face of L’Oreal’s Elnett, has boosted the product’s sales in the UK by 14 per cent in 2009, as women rush to copy her ‘big hair’ look.
And following on from Cheryl’s lead, hairspray sales in general have risen by almost six per cent to 98million pounds, according to market analysts Kantar Worldpanel.
Hairdressers indicated that voluminous hairstyles favoured by trendsetters such as Cheryl require back-combing and spray to fix them in place.
“Women are definitely getting more adventurous with their hair and trying out ‘red carpet’ styles at home,” The Daily Express quoted celebrity stylist Mark Woolley of Electric hair salons as saying.
“Volume is literally big right now and for those who don’t have hair extensions, hairspray is a good way to get lift at the roots,” Woolley added.
At the same time, British sales of styling products such as gels and waxes have fallen 4.5per cent in the same period as women opt for styles with more flexibility.
The 27-year-old singer is also the face on cans of L’Oreal’s Diamond Hold and Shine spray and for the brand’s Elvive range of shampoos and conditioners for which sales are also up 14 per cent.