Oxygen is excited to announce an exclusive, multi-media partnership with Frederic Fekkai, a global leader in luxury hair care, for Season 2 of The Face. Courtesy of Fekkai, the winner will receive an ultimate grand prize of becoming a spokesperson and ambassador for a 2014 national ad campaign. In addition, Oxygen will provide in-show integration for Fekkai, with guest appearances by Frédéric Fekkai himself in multiple episodes throughout the season. Read the full press release below.
OXYGEN MEDIA ANNOUNCES EXCLUSIVE
MULTI-MEDIA PARTNERSHIP WITH FREDERIC FEKKAI
FOR SEASON TWO OF MODELING COMPETITION SERIES “THE FACE”
Winner Becomes Brand Ambassador and Spokesperson
For Fekkai’s 2014 National Ad Campaign
NEW YORK – September 9, 2013 – Oxygen Media today announced a strategic multi-media partnership with Frédéric Fekkai, a global leader in luxury hair care, for the sophomore season of critically acclaimed modeling competition series “The Face.” Courtesy of Fekkai, the winner will receive an ultimate grand prize of becoming a spokesperson and ambassador for a 2014 national ad campaign. In addition, Oxygen will provide in-show integration for Fekkai, with guest appearances by Frédéric Fekkai himself in multiple episodes throughout the season.
Produced by Shine America, the series returns in early 2014 with executive producer Naomi Campbell as a supermodel coach along with two new mentors, Anne V and Lydia Hearst. Host Nigel Barker will take on a new expanded role for season two, serving as a confidante and advisor to the 12 supermodel hopefuls.
“Oxygen’s young female viewers are passionate about the world of fashion and beauty, and Fekkai is a leader and expert in this industry,” said Susan Mafia, Senior Vice President, Ad Sales for Bravo Media, Oxygen Media, Style Media and Women At NBCU. “This partnership provides brand exposure across all our platforms offering expanded reach and influence into the social sphere.”
As part of the exclusive deal, the winner will get unprecedented exposure, including a photo shoot for an ad that will run in a national publication and on-camera behind-the-scenes content during Fall 2014 Fashion Week in New York. The winner will also receive personal mentoring from brand founder Frédéric Fekkai, make personal appearances across U.S. retail stores that carry Fekkai and Frédéric Fekkai salons, have website presence on Fekkai.com and inclusion in social media initiatives.
“I’m delighted that Fekkai is joining the upcoming season of ‘The Face.’ For me, the worlds of beauty and fashion have always been closely intertwined – many of my personal clients over the years have been top models, so this is a natural fit. I look forward to bringing my passion and industry expertise to the contestants throughout this journey,” said Frédéric Fekkai.
“Fekkai is one of the most innovative hair care brands that continues to establish itself as a highly accessible luxury line making it an ideal partner for ‘The Face,’” said Monica Austin, Senior Vice President, Business and Brand Development, Shine America. “Fekkai’s dynamic integrations with ‘The Face’ will provide our contestants with real-life modeling experiences that give the series its unique authenticity.”
“The Face” gives viewers unprecedented access inside the world of the fashion industry as three teams of aspiring models, each led by a supermodel coach, are guided through real life assignments, including photo shoots and commercials. Throughout the series, the supermodel coaches mentor young hopefuls using the lessons and skills they have learned to guide their teams through challenges that accurately depict what it takes to have a career as a model and be the face of a brand. The models will be exposed to the biggest and most influential names in the industry who appear throughout the show to help judge and lend their expertise. In the end, only one girl will be chosen to become ‘The Face’ of Fekkai earning a real contract as the brand ambassador.
“The Face” is fast becoming a global phenomenon. Since its debut on Oxygen earlier this year, local versions of the show with Campbell have been announced in both the UK for Sky Living and Australia for Foxtel.
Fans of “The Face” can access exclusive content and join the conversation on the show’s social accounts, including Facebook, Twitter, Tumblr, Google+ and Pinterest. Fans may tweet or read about the series using #TheFace hashtag on Twitter. The supermodel coaches and host can also be followed via Twitter using @NaomiCampbell, @LHearst, @AnneV and @NigelBarker, along with Fekkai using @Fekkai.
“The Face” is produced by Shine America with Eden Gaha, Paul Franklin, Matt Westmore and Naomi Campbell serving as Executive Producers.
About Oxygen Media
Oxygen Media is a multiplatform entertainment brand that delivers relevant and engaging content to young women who like to "live out loud." Oxygen is rewriting the rulebook for women's media by changing how the world sees entertainment from a young woman's point of view. Through a vast array of unconventional and original content, including “The Face,” "Best Ink," “I’m Having Their Baby” and "Bad Girls Club," the growing cable network is the premier destination to find unique and groundbreaking unscripted programming. A social media trendsetter, Oxygen is a leading force in engaging modern young women, wherever they are, with popular, award winning features online including www.OxygenLive.com, the real time social viewing party that is also available as an app for the iPhone and iPad. Oxygen is available in 80 million homes, and can be found online and on mobile devices at www.oxygen.com. Follow us on Twitter at www.twitter.com/OxygenPR. Oxygen Media is a program service of NBCUniversal Cable Entertainment, a division of NBCUniversal.
About Shine America
Shine America is a world leader in producing and distributing compelling scripted and unscripted television and digital content. Shine America is known for popular and award-winning original series including The Biggest Loser and The Face, as well as adaptations of Shine Group formats such as MasterChef and Minute to Win It, and scripted series including new drama The Bridge. Shine America incorporates several divisions including unscripted format label Ardaban and Shine Latino, which develops and distributes original Spanish-language content to the U.S. and Latin American marketplaces. The company also has a joint-venture with award-winning producer Nigel Lythgoe (Nigel Lythgoe Productions). The global Shine 360? division builds brands through the leveraging of its intellectual property and creating integrated marketing opportunities for advertisers. The company has also developed over 20 ground-breaking original online series on MSN, Yahoo!, YouTube premium channels and other platforms, many produced in partnership with global brands. Through Shine Group’s distribution arm, Shine International, Shine America distributes its extensive library of programming and formats to more than 150 countries. Visit www.shineamerica.com for further information.
About The Fekkai Brand
Frédéric Fekkai & Co. is the leader in luxury hair care, offering a complete range of innovative products and exclusive, full-service salons. The Brand is dedicated to creating a unique portrait of style for each individual. Fekkai products are distributed through the finest beauty retailers around the world and, of course, in the world famous Frédéric Fekkai Salons. For more information visit: www.Fekkai.com, or like us on Facebook at Facebook.com/Fekkai and follow us on Twitter @Fekkai.