From her signature smokey eye to her voluminous waves, Cheryl has long secured her status as a beauty icon. Now, after time spent away from the limelight, the Girls Aloud star has made her long-awaited comeback – opening her ‘new era’ with a huge beauty campaign.
Cheryl, 42, has just been officially unveiled as the newest ambassador for Nivea, putting her name and face to a ‘youth gene’ serum, which she calls ‘a total game-changer’ and credits it for restoring the ‘integrity’ of her skin. She explains: ‘It brings back that youthful, radiant glow we all love and remember.’
Speaking of things we remember fondly, the whole campaign includes a host of nostalgic call-backs to Cheryl’s past. The Instagram unveiling shows her hiding behind a newspaper emblazoned with lyrics from her hit single, Fight For This Love, before she lowers it to reveal her glowing complexion.
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Then, in a throwback to her X Factor days, Cheryl notes ‘I’m ready’ in her Instagram post, while the teaser video was captioned by Nivea: ‘This is right up our street’, referring to another of Cheryl's catchphrases from her days as a judge on the ITV show.
The reveal has taken many in the beauty industry by surprise, as it marks Cheryl’s first public appearance in many months. The famously private star has remained understandably below radar since her former partner, Liam Payne, died tragically last October, and she’s been devoting all her time caring for their eight-year-old son, Bear.
Working as a beauty ambassador is, of course, familiar territory for Cheryl. She spent nine years as a L’Oréal Paris spokesmodel, fronting hugely successful campaigns for everything from hair volumising formulas to lipsticks. More recently, she and Girls Aloud fronted a campaign with Shark haircare for the band's post-hiatus tour.
It’s hoped she’ll now bring that same golden touch to Nivea, a brand which Cheryl already has a long history with. ‘I’ve used it for as long as I can remember and always make sure I have the classic blue pot in my bathroom cupboard!’ she says.
Her first job is fronting Nivea’s Epigentics Age Rewind Serum, a formula which she says is working wonders for her own skin. ‘I promise you, that after using this for just two weeks you’ll notice a difference in the integrity of your skin.. I did!’ she writes in her campaign unveiling.
The serum, described by Nivea as its ‘most advanced’ ever, is backed by 15 years of research into epigenetics, the science of how youth-giving genes are switched on and off. According to Nivea’s trials, 88% of women reported more radiant skin in one use, and 100% confirmed a more youthful appearance in four weeks.
Fans certainly seem sold already by Cheryl’s radiant appearance in the launch campaign. As one commented: ‘Glowing 😍😍 This Nivea stuff really works I see’
Her return to the beauty world has also been warmly received by her famous friends, including fellow X Factor alumna Perrie Edwards. She commented: ‘Ugh, this made me happy! You look STUNNING 😍’ – and we couldn’t agree more.
It’s safe to say, Cheryl has us all influenced once again.
