×
You will be redirected back to your article in seconds

Oxygen Developing Nail Art Competition Show (Exclusive)

Project hails from Matador and fits organically with Oxygen's targetted demos

The nail art biz continues to boom in the beauty industry, and Oxygen plans to get its claws in on the action with the development of a new competition show “Nailed It!”

Produced by Matador, “Nailed It!” pits the country’s top nail artists against one another as they compete for a cash prize and title of ultimate nail artist. Contestants will compete in nail-inspired challenges that test their ability to work with extreme themes and over-the-top custom designs, using gels, wraps, polishes, glitter, lace, 3D objects and more.

Development comes as the nail care and art industry continues to grow in the consumer marketplace. Nail polish sales hit a record $768 million in 2012, marking a 32% growth since 2011. E! News has even implemented a “Mani Cam” on red carpets to showcase celeb nail art.

What’s more, young women — Oxygen’s key demo — often take to social networking sites like Instagram to show off their manicures, offering yet another way for social media to be leveraged in the promotion of the show.

“Nail art is in the cultural zeitgeist of Oxygen’s viewers as young, modern women are looking at new ways to express themselves,” said Cori Abraham, Senior Vice President, Development and International, Oxygen Media. “’Nailed It!’ will tap into this new trend for the first time to give emerging artists the chance to compete for nail supremacy, and to create a few new trends of their own.”

Jay Peterson and Todd Lubin will serve as exec producers on “Nailed It!”

More TV

  • Front row: CBS THIS MORNING co-hosts

    CBS Hurls New Anchor Team Into TV's Morning-News Wars

    News Team: Assemble. CBS News plans to hurl a new anchor squad into TV’s morning-news wars Monday when a different trio – Gayle King, Anthony Mason and Tony Dokoupil –  takes the helm at “CBS This Morning.” The A.M. effort that has won critical plaudits by focusing on harder news topics, like international affairs and [...]

  • Dutch FilmWorks Moves into International Sales

    Dutch Film Works Moves into International Sales (EXCLUSIVE)

    A major new international sales outfit is coming to market. Dutch Film Works (DFW), one of the largest movie distributors in the Benelux region, is moving into film and TV sales. DFW general manager Angela Pruijssers will spearhead the sales effort alongside Charlotte Henskens, who will join from Amsterdam-based Fortissimo Films, where she is director [...]

  • 'Game of Thrones' Series Finale Details

    'Game of Thrones' Series Finale Details Reportedly Leak Online

    Who will survive the finale of “Game of Thrones”? Some savvy watchers of the HBO series might have a clue heading into Sunday night’s episode after a detailed description of the final installment reportedly leaked online. [Note: This post does not contain any “Game of Thrones” spoilers.] A spokesperson said HBO had no comment. While [...]

  • ‘Hitsville: The Making of Motown’ Acquired

    ‘Hitsville: The Making of Motown’ Acquired by Showtime for U.S.

    Polygram Entertainment, Universal Music Group’s film and television division, along with Capitol Music Group, Motown Records and Fulwell 73 announced today that “Hitville: The Making of Motown” has been acquired by Showtime for release in North America with plans for a fall premiere, and Altitude for theatrical release in the UK and Ireland. The feature-length [...]

  • Game of Thrones Cast

    What's Next for 'Game of Thrones'' Cast Members

    Eight years and eight seasons later, the “Game of Thrones” cast finally has some downtime to relax or move onto other projects. Some stars, like Kit Harington, who told Variety that he doesn’t plan on taking another role as physically demanding as Jon Snow, certainly deserve a break, but others have wasted no time getting back on [...]

  • 'Fleabag' Season 2 Review: How Its

    'Fleabag': Season 2’s Top 10 Breaks From Reality, Ranked (Column)

    The searing first season of “Fleabag” felt like a complete story in and of itself. As adapted from Phoebe Waller-Bridge’s one-woman show, the series expanded on the world of a woman wild with lust and grief with such expert ease that by the time it ended, even Waller-Bridge herself was sure that it was the [...]

More From Our Brands

Access exclusive content