Cheryl Cole's bum tattoo gets thumbs down from L'Oreal

Cheryl Cole's latest tattoo might have proven popular in some quarters - but cosmetics giant L'Oreal are reportedly far from pleased with the inking.

The former X Factor judge made headlines across the world when she unveiled the enormous rose design, which covers her entire lower back, bottom and top of her thighs.

However according to the Sunday Mirror bosses aren't L'Oreal - with whom she has a £500,000 advertising deal - are not amused, leaving a potential question mark hanging over her future promoting their beauty products.

"Sales were rising when Cheryl was on The X Factor sporting a certain L'Oreal hair colour but now she's not and has dyed her hair lots of colours she was shifted," a source told the paper.

"L'Oreal moved her to the campaign for their Skin Perfection Skincare. The whole idea of their new range is based on natural beauty so her unnatural tattoos has left them rather miffed.

"It could only be a matter of time before she is either moved again to another campaign, or they part company.”

Cheryl recently revealed that the tattoo - which was briefly glimpsed in a backless outfit during the recent Girls Aloud farewell tour - took around seven sessions and 35 hours to complete.

Tattoo artists Nikko Hurtado, who created the elaborate design, described the sessions as 'intense', adding: "She's as tough as nails."

However the singer's mum Joan was also said to be horrified by the design - which spawned a huge backlash on Twitter, leaving Cheryl forced to defend herself.

"People are entitled to their own opinion," she said, "Personally I've never really concerned myself with other people's body parts."