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[08/08/11 - 09:03 AM]
Oxygen Media Announces Exclusive Partnership with Ricky's NYC
Said pairing is timed with the launch of the second season of "Hair Battle Spectacular," premiering August 15 at 10:00/9:00c.

[via press release from Oxygen]

OXYGEN MEDIA ANNOUNCES EXCLUSIVE PARTNERSHIP WITH RICKY'S NYC

Iconic NYC Beauty Supply Chain to Feature Window Displays Celebrating the Premiere of the Second Season of "Hair Battle Spectacular"

Partnership To Be Anchored By A Live Hair Battle OxygenLive Event on August 15 at Ricky's NYC's "Revolver Salon" at its Newest Location at 87th & Broadway in New York City

NEW YORK - August 8, 2011 - Oxygen Media and Ricky's NYC, the iconic New York based beauty supply superstore, will partner on a series of window displays themed around the launch of the second season of "Hair Battle Spectacular." The series, which premieres on August 15 at 10PM ET/PT, pits 11 of America's hottest stylists against each other to see who can deliver the biggest and best in fantasy hair design. Ricky's NYC has dedicated windows at five of its Manhattan locations towards the partnership, with mannequins donning dramatic fantasy hair styles in celebration of Oxygen's latest competition reality series. The windows will remain in place for the entire month of August. OxygenLive, Oxygen's dual-screen water cooler experience, will move to Ricky's NYC's newest location at 87th and Broadway on August 15 to allow viewers to experience a live fantasy hair battle hosted by "Hair Battle Spectacular" host Eva Marcille and judge Derek J.

"In New York and around the country, Ricky's NYC is synonymous with beauty, fashion and great hair," said Elissa Harman, Vice President, Consumer Marketing, Oxygen Media. "Ricky's NYC consumers are all about 'Looking Good, Feeling Good' which perfectly aligns with Oxygen's Live Out Loud brand. We're thrilled to be working with them on the launch of yet another over-the-top, fabulous season of 'Hair Battle Spectacular.'"

Ricky's NYC's partnership with Oxygen is a first of its kind between the retail outlet and a television channel. The company will devote various marketing materials towards it, including signage in its stores denoting "spectacular" products while displaying tune-in for "Hair Battle Spectacular," social media tweets and posts on its Facebook page and on its blog and by sending out direct email blasts.

A few of Ricky's NYC retail stores are also home to hair salons - its "Revolver Salon" on Manhattan's Upper West Side will be the location for the live hair battle on August 15. During the event which will be hosted by Eva Marcille and Derek J, two contestants from 'Hair Battle Spectacular," Bossa Nova and J9, will compete live in the salon to create the best fantasy hair style. Fans can watch the event live at the store and it will also be streamed via the OxygenLive platform. Images from the hair battle will be posted on www.oxygen.com afterwards, so fans can see behind the scenes action of the "making of the do's."

About Ricky's NYC:

An edgy, ultra-hip "beauty shop" specializing in unique fashion accessories, cosmetics, and beauty supplies, Ricky's NYC has been a part of New York's urban chic culture for nearly two decades. From style-conscious teenagers and their suburbanite moms to Hollywood celebrities and their professional stylists, Ricky's NYC plays host to a diverse, cult-like following of clientele. A veritable one stop super shop for everything beauty, Ricky's NYC transcends trends while inspiring and emphasizing individuality. With products ranging from professional hair care to temporary tattoos, Ricky's NYC's eclectic offerings make headlines and grace the pages of major beauty publications every month. Ricky's NYC is synonymous with style, sensibility and funky sophistication.

About Oxygen Media

Oxygen Media is a multiplatform lifestyle brand that delivers relevant and engaging content to young women who like to "live out loud." Oxygen is rewriting the rulebook for women's media by changing how the world sees entertainment from a young woman's point of view. Through a vast array of unconventional and original content including "The Glee Project," "Hair Battle Spectacular," and "Tori & Dean: Home Sweet Hollywood," the growing cable network is the premiere destination to find unique and groundbreaking unscripted programming. A social media trendsetter, Oxygen is a leading force in engaging modern young women, wherever they are, with popular, award winning features online including www.OxygenLive.com, the real time social viewing party that is also available as an app for the iPhone and iPad, as well as innovative tools shopOholic, makeOvermatic and tweetOverse. Oxygen is available in 77 million homes and online at www.oxygen.com, or on mobile devices at wap.oxygen.com. Follow us on Twitter at http://www.twitter.com/OxygenPR. Oxygen Media is a service of NBC Universal.





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· HAIR BATTLE SPECTACULAR (OXYGEN)





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