Cher Lloyd ditched her usual quirky and skimpy attire in favour of a more sophisticated cream number as she launched her Pink Diamond fragrance in central London.
Cher Lloyd's Pink Diamond perfume has been flying off the shelves (Picture: PA)
The 19-year-old has come a long way from her slashed jean beginnings in the X Factor, looking demure and grown up in a cream skater dress with white heels and long, flowing brown locks.
The look stood in stark contrast to the revealing tutu-style number she wore during a performance on The Today Show in New York last month, which she had completed with smoky eye make-up and rouged lips.
Cher was all smiles as she posed for cameras at London's Circus club, holding aloft a bottle of her new perfume, Pink Diamond.
She had good reason to be happy too, with the fragrance having already exceeded sales expectations after The Perfume Shop revealed that orders for the perfume were 500% higher than they had expected.
Cher has recently been following One Direction's lead in trying to break America (Picture: PA)
A spokesperson for the retailer said: 'It's one of our biggest celebrity launches to date. We have had to order in extra stocks today, as we were about to sell out.'
The scent is made up of white chocolate, kiwi, vanilla pods, jasmin petals, orchid and golden quince.
A note accompanying the diamond-shaped bottle says: 'Cher has always wanted to release a fragrance which embodies her unique personality.
'The diamond is used as an iconic symbol for all of us to remember that no matter what others may say, we are all special.'
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