Jessica Simpson to Front New VH1 Original

NEW YORK: Making her return to reality TV, Jessica Simpson is to host a new VH1 docuseries, The Price of Beauty, produced by RDF USA.

The show will follow as Simpson travels around the world to meet ordinary women and study the local fashions, diet fads and beauty regimes from various locales. Along the way, Simpson will also discover local pop-culture icons on their own quests for beauty. The Price of Beauty is set to begin shooting in mid July for a VH1 premiere in 2010. Executive producers include Jessica and Joe Simpson as well as Chris Coelen, Claire O’Donohoe and Greg Goldman for RDF USA. The show will be produced by Jeff Olde, Jill Holmes, Alex Demyanenko and Sean Boyle.

"When Chris approached me with his idea for a show about true beauty, I was immediately intrigued," said Simpson. "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, the CEO of RDF Media USA, added: "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," said Jeff Olde, the executive VP of VH1 original programming and production. "She is a woman who can set trends and create firestorms with a single photo. 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."