She's the queen of self-promotion but Paris Hilton surpassed herself when she launched a hair extension headband wearing a barely there swimsuit with her name emblazoned across it and a tiny skirt at a photoshoot in Malibu.

The 27-year-old heiress was supposed to be plugging the Bandit band - which is billed as the first interchangeable hair extension headband - but clearly couldn't resist the opportunity to be centre of attention.

Keeping her hair on: Paris makes sure that she remains the centre of attention despite supposedly promoting a head band

Enlarge 

Enlarge 

Don't forget my name: Paris take self-promotion to new heights during the photoshoot in Malibu

'My goal was to bring myself and my personality into this project,' the 27-year-old said.

'I have been wearing extensions for years, and there is nothing out there like this product. Every woman should have one.'

The faux hair is 100% polyester and attaches to a headband with velcro - an innovation the product's inventors say makes it possible for anyone to 'change their look within minutes'.

The headband may be a good move for Hilton, who was caught out on the red carpet earlier this month after apparently failing to apply her extensions properly.

Enlarge 

Enlarge 

Hair-raising: Hilton - pictured at a nightclub opening last month - was caught out when her extensions were clearly visible under her real hair