– USA, TX – Blue Calypso, Inc. (OTCQB:BCYP), an innovator of mobile consumer activation, engagement and social advocacy solutions for manufacturers and brick-and-mortar retailers, announced today that Melisse Shaban has joined their board of directors.

Ms. Shaban is a strategist and marketer of innovative retail concepts in the health and beauty industry. With more than 25 years of experience in consumer applications, she has demonstrated expertise in skin care, hair care, retail operations, and molding medical service concepts into viable consumer brands.

“We are thrilled to add Melisse to our board. She brings deep expertise in product manufacturing and retail marketing that will help the company in its positioning and go-to-market initiatives,” said Andrew Levi, Co-CEO Blue Calypso. “Melisse offers a unique ability to help guide the company due to her success creating and disrupting mature retail markets.”

In January 2005 Ms. Shaban established Chrysallis, a full-service management team dedicated to the nurturing and development of niche retail brands to position them for future growth and success. As Founding Partner and head of Chrysallis, Melisse is charged with identifying unique concepts for investment, development, and growth, as well as leading growth strategies for her clients’ brand portfolios.

In this role to date, she has overseen investments in companies including StriVectin, the largest independent prestige anti-aging skin care brand in America; Frédéric Fekkai, a leading prestige hair care and salon brand; and Niadyne, Inc., a company dedicated to the discovery and development of topical products for the treatment and prevention of sun damage to the skin. Under her leadership, the Fekkai company achieved year-on-year double-digit growth, which led to the acquisition of Fekkai by the Procter & Gamble Company in May 2008.

Prior to founding Chrysallis, Melisse served as Head of Consumer Genomics for Genaissance Pharmaceuticals, with primary responsibility for identifying consumer applications for genetic discoveries, leading to a successful joint venture with Sciona, Inc., a genetic science firm based in the U.K.

Her previous roles have included a variety of leadership positions for globally known brands, including servings as Chief Operating Officer & General Manager of the U.S. Division of The Body Shop, the global beauty retailer, and General Manager of the Aveda Corp. She began her career as an Account Director with Revlon, where she was responsible for product development for department store distribution.

“I’m excited to join the board of Blue Calypso and to be an active part of the company’s mission to change the way consumers and brands intersect at retail. What Blue Calypso is bringing to market is well timed and incorporates capabilities I have not seen of other solutions in the space. The company’s platform-based approach, which embraces brands, retailers and consumers, and provides an agnostic approach to how consumers engage with retailers and brand content, is the only logical way I see to evolve the in-store shopping experience,” said Ms. Shaban.

Ms. Shaban is taking the place of Andrew Malloy who is departing the board contemporaneously with Ms. Shaban’s joining. “We want to thank Mr. Malloy for his work and service on the Blue Calypso board and wish him great success in his future endeavors,” concluded Mr. Levi.

About Blue Calypso, Inc. Dallas-based

Blue Calypso, Inc. (BCYP) develops and delivers an innovative location-centric mobile shopper engagement experience for brands, retailers and consumers. The Company’s KIOSentrix® platform connects consumers to brands, drives local in-store traffic, increases shopper spend and shortens the consumer’s path-to-purchase.

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Talent4Boards Team

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