Oxygen Media And Shine America Announce Brand Partnerships, Intergrations And Licensing Agreements For "The Face" Season Two Premiering Wednesday, March 5 At 10PM ET/PT
February 5, 2014 – Oxygen Media and Shine America announced today brand partnerships with pamella roland, Alex and Ani, Liebeskind Berlinand Tweezerman for the second season of modeling competition series “The Face,” premiering on Wednesday, March 5 at 10 PM ET/PT.
The beauty and fashion brands join previously announced strategic multi-dimensional grand-prize partner Frédéric Fekkai, a global leader in luxury hair care, and editorial partner ELLE Magazine.
The exclusive brand partnerships have both on and off-air extensions including in-show integrations, online cross promotions, the launch of consumer products and branded video content.
“What makes ‘The Face’ so great is its authenticity and real life challenges, which allow us to integrate top fashion and beauty brands organically into the series” said Jane Olson, Senior Vice President, Marketing and Brand Strategy, Oxygen Media. “These partnerships extend beyond the TV screen, giving viewers new ways to engage and interact with the show and providing our partners a unique level of exposure and awareness with our young female audience.”
"As our audience watches ‘The Face’ they will see these world-class fashion and beauty brands come to life as our contestants get real-world experience working with them, just as our Supermodel coaches have mastered," said Vivi Zigler, President Shine 360˚, Shine America. "And since young women love to shop, bringing these products into the marketplace is a natural extension to create an enhanced experience for our viewers."
Consumer product partnerships include a pamella roland “The Face” co-branded tote bag available March 5 exclusively at pamellaroland.com, Liebeskind will launch a limited-edition “The Face” bag available at the company’s New York City SoHo location and online at usa.liebeskind-berlin.com April 1st, and licensing partner Tweezerman will have products featured in the show.
pamella roland, Alex and Ani and Liebeskind will each be featured in unique episodic challenges that put the modeltestants to the test to see who has what it takes to walk away with the ultimate grand prize of becoming a spokesperson and ambassador for Frédéric Fekkai’s 2014 national ad campaign.
Designer Pamella Roland will make a special appearance to judge a challenge where modeltestants are charged with modeling the newest looks from her pamella roland line as well as from her new collection of cocktail and evening dresses Pamella, pamella roland which launches in March, 2014 at fine department stores and specialty store locations. The episode is scheduled to air March 19.
Alex and Ani CEO, Giovanni Feroce, will be a guest judge as the modeltestants compete to record a 30-second seamless video promoting the lifestyle brand. The winning team’s video will appear on the Alex and Ani website after the episodes scheduled March 26 airdate. Throughout production of “The Face,” modeltestants were also given 24/7 access to the “Alex and Ani Bangle Bar” to accessorize their looks.
Liebeskind President, U.S.A, Nathalie Sears, will be a guest judge and put modeltestants to the test as they must create a viral video that will be featured on the company’s website. The challenge winner will be flown to Germany to tour the Liebeskind headquarters and participate in shooting the next Liebeskind lookbook campaign. The episode is scheduled to air April 2.
Produced by Shine America, “The Face” returns with executive producer Naomi Campbell (@NaomiCampbell) as a supermodel coach along with two new supermodel coaches, Anne V (@AnneV) and Lydia Hearst (@LHearst) and host Nigel Barker (@NigelBarker). The ten-episode series tests the modeltestants’ versatility and fundamental skills in an array of challenges such as photo shoots, runway shows and commercials. Throughout the season, the hopefuls will have the opportunity to make a life-changing transformation through unprecedented access to clients, national brands and iconic mentorships.
Fans of “The Face” can access exclusive content and join the conversation on the show’s social accounts, including Facebook, Twitter, Tumblr, Google+ andPinterest. Viewers may root for their favorite coach using #TeamNaomi, #TeamAnneV and #TeamLydia and 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.