Cheryl Cole is focusing on her brand.
The former Girls Aloud singer – who recently revealed she’d be returning to ‘The X Factor’ as a judge later this year – has been ensuring her brand will get maximum exposure by trademarking her name against all of her products.
Under her Stormflower label she formally applied to the Intellectual Property Office with a list of more than 50 items which include her perfumes, false eyelashes and nails, body shimmers and more unusual products such as toilet water, scalp cream, talcum powder and "fragrant wax for use in potpourri burners".
A source told the Daily Mirror newspaper: "Showbiz is a fickle world and she is determined to make the most of her X Factor comeback. She will once again become one of the most popular and talked about female celebs in Britain, and is determined to maximise the exposure."
The 30-year-old singer – who previously claimed she would never return to the talent show after being dumped from the US version by Simon Cowell – has realised how important it is to have her products associated with her name.
The source added: "Anything she puts her name to will sell. Young girls want to look like her, or smell like her, and if they think they can do that by buying Cheryl’s eponymous range of moisturisers, eyelashes, perfumes then they will.
"First and foremost, Cheryl Cole is now a businesswoman and a brand."
Cheryl Cole focusing on her brand
