Walsh will be fronting a major print campaign from July until the end of the year across women’s glossy media.
Supersoft brand manager Mark Beeby says Walsh was chosen for her hair and her personality. “Her warm, friendly, open manner makes her a great ambassador for natural, healthy beauty.”
Other stars who have represented the Supersoft brand over the years include Emma Bunton and Lisa Snowdon.
Last week, the Advertising Standards Authority cleared a L’Oreal Elvive campaign starring Walsh’s bandmate, Cheryl Cole, of being misleading and exaggerating the benefits of the hair products.
In a TV ad for Elvive Full Restore 5, Cole says: “Weak, limp, lifeless: it’s time our hair got a life.” The singer goes on to say: “My hair feels stronger, full of life, replenished and with a healthy shine. It’s got its mojo back.” Text on screen then adds “Styled with some natural hair extensions.”, a statement repeated in outdoor and magazine activity.
The ASA received 40 complaints about the campaign, but said that it thought consumers would understand that individual results would vary according to their own hair type and that they would not be misled into thinking the product would replicated for them Cole’s professionally styled hair.