Look for ULTA Beauty to start getting a ton of consumer PR in February when The Face—a modeling-competition TV series—debuts. The nationwide salon-store chain recently entered a strategic multi-media partnership with Oxygen Media for The Face that’s exciting.
The series is being produced by Shine America, which has hits that include Tabatha Takes Over, Shear Genius and The Biggest Loser.
Hosted by photographer Nigel Barker, it will feature supermodel coaches Naomi Campbell, Karolina Kurkova and Coco Rocha as they compete to find the newest face of ULTA.
Three teams of models—each led by a supermodel coach—will be guided through real-life assignments, including photo shoots and commercials.
Throughout The Face, the coaches will mentor women using the lessons and skills they’ve learned to guide their teams through challenges that will accurately depict what it takes to have a career as a model and be the face of a brand.
During the process, the aspiring models will be exposed to top photographers, stylists and designers in the fashion world. In the end, one will be chosen to become “The Newest Face of ULTA Beauty” and a brand ambassador for the company.
The winner will receive courtesy of ULTA a grand prize of becoming a spokesperson and ambassador for the brand’s fall and holiday 2013 national ad campaigns. The contract will give unprecedented exposure to the winner, including a photo shoot for ads that will run in national publications, on ulta.com, on signage in more than 500 stores, in ULTA direct-mail magazines and in newspaper inserts reaching millions of readers.
The winner will also make personal appearances in ULTA stores across the United States, provide blog beauty tips and behind-the-scenes photos on ulta.com, represent the brand at Fall Fashion Week 2013 and participate in multiple social-media initiatives for the company.
Check out more about the series here.
[Image by Marc Birenbaum]