Former McFly star Dougie Poynter has been announced as the face of L'Oréal Paris's Elvive World of Care campaign, starring alongside Cheryl, Neelam Gill, Victoria Magrath, Nadine Baggott, Felicity Hayward, Lydia Elise Millen, Alexina Graham, and Kaushal.

Announcing the news on Instagram, Poynter posted 'As much as I won't always admit it I do take a lot of pride in my hair, that's why I'm excited to announce that I'm part of L'Oreal's new Elvive World of Care Campaign which showcases Elvive's breadth of products catering to a wide range of demanding hair types'.