The run of marketers linking with Oxygen’s upcoming become-a-supermodel competition come from various notches in the fashion business.
As contestants participate in challenges on “The Face,” the aim is to show that modeling jobs can stretch from glossy spreads in Vogue to lower-profile appearances.
Enter sponsors such as Marshalls, ULTA Beauty, Cosabella, Kleinfeld Bridal and Vogue Eyewear, among others.
“I think we really wanted to show the range of opportunities out there for models – it’s not just high-fashion,” said Jane Olson, a senior vice president in marketing and brand strategy at Oxygen.
In the series produced by Shine America and set to debut Feb. 12, the winner will receive a spokesperson role in ULTA Beauty campaigns later this year. “From the very beginning, it was meant to have real-life stakes,” said Vivi Zigler, a president at Shine.
Supermodels Naomi Campbell, Karolina Kurkova and Coco Rocha will serve as coaches for the contestants, while photographer Nigel Barker will host. Competitions range from photo spreads to national commercials with 24 contestants at the start.
Marshalls plays a top-line sponsor role with integrations in multiple episodes, one where contestants turn to a Marshalls Accessory Wall with products ranging from scarves to handbags to use en route to a winner taking home a $5,000 store gift card. In another challenge, Marshalls “brand ambassador,” stylist Jenn Rade, will serve as a judge. Also, Marshalls will be promoting the show on Twitter.
Oxygen’s Olson said “The Face’s” target audience is women 18 to 34, and its research indicates a sizable group “might read Vogue, but they probably shop at Marshalls.”
Retailer ULTA Beauty will also have a multi-faceted link with the show, headlined by offering the winner a contract covering appearances in ads in stores, newspapers and elsewhere. The company’s integrations will include displaying its cosmetics line, while a pair of executives will serve as judges in the finale.
Another executive serving as a judge will be Guido Campello, who works in sales and branding at Italian lingerie marketer Cosabella. Contestants will compete to win judges over with their work in a 15-second spot.
Olson said producers welcomed involvement of sponsors, which also included Guido Maria Kretschmer, since it gave them access to actual products for competitions that allowed them to showcase the modeling industry with a degree of authenticity. “You have to have a real client,” she said.
Shine's Zigler added it “would almost be insincere” without the brands.