*Naomi Campbell’s modeling competition series “The Face” will be riddled with brand partnerships in its second season.
Oxygen Media and Shine America announced Wednesday that pamella roland (the brand name is all-lower case) Alex and Ani, Liebeskind Berlin and Tweezerman have joined grand-prize partner Frederic Fekkai and editorial partner Elle Magazine as beauty brand partners, according to The Hollywood Reporter.
The deal calls for 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 vp marketing and brand strategy at 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.”
Produced by Shine America, “The Face” returns at 10 p.m. ET/PT on Wednesday, March 5, with executive producer Campbell as a supermodel coach along with two new supermodel coaches, Anne V and Lydia Hearst and host Nigel Barker.
More details from the release:
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 her newest “pamella by pamella roland” cocktail and evening dress line that will launch 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.