The Hollywood Reporter -- Oxygen media has picked up a second 10-episode season of The Face, produced by Shine America. The model competition show, which gives aspiring models from ordinary backgrounds an opportunity to compete to become the face of a major brand, is executive produced by Naomi Campbell.

The Face is distributed by Shine International, which began shopping the format at this week's MIPTV festival in Cannes, France on Monday. Oxygen Media was co-founded by Oprah Winfery in 1998; was bought out by NBCUniversal in 2008; and later became part of Comcast when NBCU was acquired from GE.

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A U.K. version of the format, for British broadcaster Sky1, was confirmed in March.

Devyn Abdullah, a 21-year-old single mom from Bronx, New York, was the winner of season one of the The Face, becoming brand ambassador of ULTA Beauty's 2013 fall and holiday national ad campaign.

"We are excited to get back on the catwalk for season two as we bring in a few new twists along the way," said Rod Aissa, senior vice president of original programming and development at Oxygen Media.

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The season finale of The Face on March 26 attracted nearly 554,000 total viewers, up eight percent on the season premiere in February.

"We are thrilled that The Face resonated with viewers and our team at Shine is excited to get back to work, producing a second season with our great partners at Oxygen," added Rich Ross, CEO of Shine America.

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