Oxygen today announced The Face, a new reality modeling competition series. Supermodel Naomi Campbell will be one of the three coaches that lead contestants through the Shine America-produced series as they battle on and off the runway to be a national spokesperson. Scouting and picking aspiring models from all over the world, Campbell and the other two coaches, as yet unnamed, will mentor a team through the rigors of the modeling industries. The winner of The Face will become the face of a major brand, also as yet unnamed. The series is part of the NBCUniversal owned network’s strategy to increase its original programming by 50%. Oxygen, which renewed The Glee Project for a second season, recently announced five other new series including Girlfriend Confidential: NY & Girlfriend Confidential: LA.

Deadline's Dominic Patten - tip him here.