The TV ad by McCann London features Cole in two different eye-catching dresses walking towards the camera and blowing a pair of false eyelashes from her hand. She uses the strapline, "off the scale".
Press and digital activity will support the 30-second TV ad directed by Joe Roman through Knucklehead. The print ad was created by Rankin.
The Girls Aloud singer first became the "face" of L'Oreal Paris in 2009, promoting the brand's haircare products.
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UPDATE: 17.00: The TV ad launch date has now been pushed back to Wednesday.