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Show of the week: The Face

The Face is a new search for a supermodel show, fronted by Naomi Campbell. The British supermodel is joined by her Czech and Canadian counterparts Karolina Kurkova and Coco Rocha and the trio of coaches put aspiring models through their paces.

The US show was commissioned for NBC-owned cable net Oxygen and the prize was to become the face of cosmetics store ULTA Beauty. A second season has been ordered.

“It represents a new generation of modelling competition show,” says Claudia Danser, MD, Shine Network. “In normal modelling reality shows you have the girls competing but that’s only one of the concepts in The Face. The other element is the mentors, which bring high drama but also a layer of warmth. It’s not just about judging but also sharing an experience.

“It’s also really authentic. Each week there are real individual and team challenges with real prizes for the winner, who features in real campaigns.”

The wannabe supermodels are divided into coaching teams while living together in an upmarket loft apartment.

Casting for the show, which counts Campbell and Shine boss Elisabeth Murdoch among its exec producers, started with The Face: The Fight to Make the Final 12, a one-hour pre-show selection contest available via Oxygen.com, iTunes and video-on-demand.

The seven-part US series launched in February and the first episode aired on Oxygen and its sister NBC-owned nets Bravo and Style in a programming ‘roadblock’. Sweden’s SBS5 has bought the finished tape.

Shine International is selling the format and has shopped it to Sky Living in the UK, and is in advanced discussions for the show in three major markets, Danser says. There are plenty of options for hosting talent for local formatted versions she adds: “Luckily for broadcasters, there are plenty of really well known supermodels out there now. Having top supermodel talent really helps the mentoring aspect.”

The show: The Face

The producer: Shine America

The distributor: Shine International

The broadcasters: Oxygen, Sky Living

Concept: Next Top Model meets X Factor. Superstar models groom hopefuls to win a contract as the face of a global brand