via press release:
OXYGEN MEDIA EXPLORES THE FIERCE CULTURE OF COMPETITIVE NAIL DESIGN WITH NEW DEVELOPMENT GREENLIGHT “NAILED IT!” (W.T.)
NEW YORK – August 21, 2013 – Oxygen Media ramps up its development slate and delves into the popular world of nail design with “Nailed It!,” a high-stakes competition showcasing breakout nail designers executing over-the-top nail art. Often inspired by celebrities, Instagram posts and fashion blogs, nail art has emerged as the newest form of self-expression for stylish enthusiasts who want to make a statement. The network’s latest development greenlight taps into this new trend, and will pit the country’s fiercest nail designers against one another as they compete for a cash prize and chance to claim the title as the ultimate nail artist. “Nailed It!” (working title) is produced by Matador with Jay Peterson and Todd Lubin serving as Executive Producers.
“Nail art is in the cultural zeitgeist of Oxygen’s viewers as young, modern women are looking at new ways to express themselves,” said Cori Abraham, Senior Vice President, Development and International, Oxygen Media. “’Nailed It!’ will tap into this new trend for the first time to give emerging artists the chance to compete for nail supremacy, and to create a few new trends of their own.”
In each episode of “Nailed It!,” contestants will compete in two nail-inspired challenges testing their ability to work with extreme themes and custom designs, from the bride-to-be who wants a replica of her own wedding cake tier on all ten fingers to recreating art masterpieces using exotic animal prints brought to life. They will be pushed to the limits using everything from gels, wraps, polishes, glitter, lace, rhinestones, 3D objects and extreme materials. To avoid being clipped from the competition, the artists will have to impress the judges and their clients to become the last nail artist standing.