Girls Aloud star Cheryl Cole — christened FHM’s “Sexiest Woman Of 2009 just months ago –has come under fire over revelations that she wore hair extensions to promote a shampoo line for cosmetics giant L’Oreal

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The singer-turned-reality show judge appears sporting a flowing mane of healthy shiny locks in a series of TV ads as the new face of L’Oreal’s Elvive haircare range. In the ads, Cheryl promises consumers that the shampoo makes “hair feels stronger, full of life, replenished with a healthy shine.”

But the company has been flooded with complaints from the public after Cole’s hairdresser revealed the star’s luscious locks are achieved with the help of hair extensions.

The ads will not be yanked from the air because of a small disclaimer which admits Cheryl’s hair was “styled with some natural extensions.” Nonetheless, L’Oreal is standing by its spokesmodel.

A company statement from the brand reads: “Cheryl has worn hair extensions for some time. They are part of her look and are cared for in the same way as normal hair.” A spokeswoman for Cole adds: “L’Oreal are within their rights and the ads are not breaking any rules. We would never comment on what type of hair extensions Cheryl is using because these are quite personal questions.”