Oxygen grows 'Beauty' mark, four other series


Oxygen has greenlighted a series set in a California-based medi-spa and is developing a slate of four new projects as part of an aggressive push to ramp up its original programming.

The cable network has ordered eight hourlong episodes of "Addicted to Beauty," from RDF USA, which takes place in a full-service medi-spa where clients come for spray tans, Botox, tummy tucks, lip implants and other services. The series, debuting next year, will be told through the eyes of the "quirky" staff.

The projects in development are:

"Beauty" joins "Dance Your Ass Off" as the first two series from Oxygen's new development team led by Amy Introcaso-Davis, senior vp original programming and development, who moved to Oxygen from sibling Bravo in April.

"Oxygen's tagline is 'Live Out Loud'; we're looking at big, loud, noisy boisterous characters, and all of these shows have that," Introcaso-Davis said. "In conjunction with the relaunch of our brand, we're looking to expand our original programming, and we're looking at what would go great with our existing shows."

Oxygen has been seeing a ratings boost this year under Introcaso-Davis' watch, with shows like "Bad Girls Club" and "Tori & Dean: Home Sweet Hollywood" breaking network records. Introcaso-Davis credits the decision to expand Oxygen's half-hour shows, including "Tori & Dean" and "The Janice Dickinson Modeling Agency," to an hour. She said the plan going forward is for all of Oxygen's original series to be hourlong.

As for "Beauty," Introcaso-Davis described it as an "office docu-series," saying it will focus primarily on the staff but also feature some clients and their procedures.

"We've got an amazing cast of characters," said RDF USA's Chris Coelen, an exec producer. "It's like a reality version of 'The Office,' where it's comedic in tone because the employees are so great and funny."

Also exec producing are Chris Coelen and Greg Goldman for RDF USA, Mechelle Collins, Kevin Dill and Scott Dunlop. (partialdiff)