The TV ads will show how a fictional X-Factor contester transforms her looks in a changing room, giving herself a dramatic makeover using a range of colour cosmetic products, before going on for an audition.

Boots says the campaign aims to highlight and promote the range of colour cosmetics available at its stores by tapping into a targeted younger demographic that regularly views the series.

The ads will feature a range of tag lines, including “The ‘I’m ready for my audition’ look” and “Caught you looking”.