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.