Press Centre

Cheryl inspires Brits to hit the bottle

  • Asda predicts blonde hair dye will shoot up by 50% as shoppers rush to recreate Cheryl’s new blonde look*

  • Celebrity hairdresser Andrew Barton reveals his thoughts on Cheryl’s new locks and his hair-dying secrets*

With Cheryl Cole rocking the “blondes have more fun” look, it certainly won’t be long before women across the UK are inspired to follow suit. Her new blonde locks are set to cause a stir in Asda’s hair aisles; the supermarket giant is predicting sales of blonde hair dye will shoot up by 50% over the weekend, prompting it to stock up on the latest beauty must-have.

Asda reports sales of mahogany hair colour leapt up by 114% last year after Cheryl stepped out with deep red tresses and her latest dramatic change is set to see shoppers back at the hair aisle once more.

Lindsey Ford, Asda’s Category Planner, Health and Beauty, commented: “We know our shoppers get fashion and beauty inspiration from celebs and Cheryl is up there as one of the most influential stars. We reckon blonde hair dye will be at the top of our shoppers’ list this weekend. Look out for blonde bombshells galore filling our aisles!”

Celebrity hairdresser Andrew Barton, commented: “When faced with adversity woman often dramatically change their appearance, enjoying a new fresh look and the reactions they undoubtedly get. My insiders tell me this daring makeover is all part of a soon to be launched marketing campaign with Cheryl as spokesperson for L’Oreal Paris colour range, similar to last year when Cheryl went plum.”

Does this look work for Cheryl? According to Andrew, there’s a blonde for every woman even if it’s only a couple of shades lighter than her natural colour. Many iconic women who are known for their blonde tresses are far from blonde naturally, including Beyoncé, Madonna and of course the iconic Monroe.

Hair can become stressed when it undergoes a dramatic colour change. So it’s best to opt for an intensive approach to hair care, such as the Andrew Barton SOS range of products exclusive to Asda, packed with nourishing Shea Protein to leave hair soft and shiny. Using the trio of Andrew Barton SOS shampoo, conditioner and deep conditioning mask will help keep dyed hair radiant and healthy.

Posted in Press Centre on 01 July 2011