Stories started circulating before Alex had even left the house that Brylcreem was planning to use the 23-year-old model from Essex as the new face of its hair products, replacing David Beckham.
Sibley was shown using the company's products while he was in the Big Brother House. However, reports now say that Brylcreem has decided not to use Alex because he is not laddish enough.
Julie Baker, Brylcreem's marketing director, said: "We've come to the conclusion that Alex is probably not really a 'Brylcreem Boy'.
"I'm sure he's a lovely guy but blokes that buy Brylcreem are just that - blokes," she said.
"Alex's focus seems to be on being clean and tidy and to appeal to older women. We don't think it is an image that young guys really want to aspire to."
Alex will still have his current Domestos work, which includes two 10-second TV ads and a print campaign, as well as a 拢70,000 modelling assignment for a high-street clothing company, a 拢100,000 job as a TV fashion show presenter and newspaper deals worth 拢40,000.
He earned his reputation as being obsessed with hygiene after berating housemates who had admitted to urinating in the shower to save toilet paper.
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