The new VH1 docu-series, produced by RDF USA ("Wife Swap", "Secret Millionaire"), takes Jessica all over the world to meet every day women. She may also discover some local pop culture icons on their own quests for beauty along the way. Jessica will study the local fashions, dietary fads and beauty regimes and even participate in some of the extreme practices she discovers.
"When Chris approached me with his idea for a show about true beauty, I was immediately intrigued," Jessica stated. "I have always believed that beauty comes from within and confidence will always make a woman beautiful, but I know how much pressure some women put on themselves to look perfect. I am really looking forward to discovering how beauty is perceived in different cultures and participating in some of the crazy things people do to feel beautiful. I know we will all learn a lot on this journey and I am so excited that VH1 is coming along on what I'm sure will be a wild ride."
Chris Coelen, CEO of RDF Media USA, said: "In this series, Jessica will tackle a serious issue with her unique and relatable blend of humor and heart. We're thrilled to be in business with Jessica, Joe and VH1 on what we know will be an exciting and eye-opening show."
"Perhaps more than any other pop culture figure on the radar today, Jessica Simpson has been the target of our obsession with beauty on both sides of the equation. She is a woman who can set trends and create firestorms with a single photo," said Jeff Olde, EVP, VH1 Original Programming & Production. "We could not be more thrilled that Jessica now gets to take control of that conversation and take a look at the idea of beauty through her own unique, unfiltered lens. And we at VH1 are excited to be in the passenger seat next to her as she begins this fantastic journey."
The Price of Beauty is set to begin shooting in mid July. Executive Producers include Jessica and Joe Simpson as well as Chris Coelen, Claire O'Donohoe and Greg Goldman for RDF USA (Wife Swap, Secret Millionaire). The show will be produced by Jeff Olde, Jill Holmes, Alex Demyanenko and Sean Boyle for VH1 to air in 2010.