L’Oreal signs Michael Schumacher

Michael Schumacher, the Formula One racing driver, will be the next celebrity to shake his locks and say he’s ’worth it’ for L’Oreal. The French cosmetics giant has signed Schumacher as a new spokesperson for its Elvive shampoo brand in the UK. He will appear in an ad directed by Fifth Element director Luc Besson, which breaks this week on television and runs for four months. In the ad, Schumacher compares his approach to racing to the benefits offered by Elvive, saying: ’Concentration ... precision ... efficiency. I want state-of-the-art technology’. Schumacher follows in the footsteps of footballer David Ginola as L’Oreal’s role model for the male market.

Michael Schumacher, the Formula One racing driver, will be the next

celebrity to shake his locks and say he’s ’worth it’ for L’Oreal. The

French cosmetics giant has signed Schumacher as a new spokesperson for

its Elvive shampoo brand in the UK. He will appear in an ad directed by

Fifth Element director Luc Besson, which breaks this week on television

and runs for four months. In the ad, Schumacher compares his approach to

racing to the benefits offered by Elvive, saying: ’Concentration ...

precision ... efficiency. I want state-of-the-art technology’.

Schumacher follows in the footsteps of footballer David Ginola as

L’Oreal’s role model for the male market.