via press release:
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.