​Syfy’s social phenomenon is back for a third round, and now Sharknado 3: Oh Hell No! has signed on Benefit Cosmetics as one of its first brand partners.

Sharknado’s first-ever beauty brand partnership includes custom video content starring Tara Reid and Real Housewife Kyle Richards and a cameo in the movie.

Benefit will use the opportunity to promote They’re Real! Mascara. Custom vignettes and video content will air across Syfy as well as its sister channels Bravo and E!

“The Sharknado franchise has proven to be unmatched marketing platform for advertisers, combining the enormous power of television with unparalleled social amplification,” said Alison Tarrant, EVP of client solutions at NBCUniversal. “It’s no surprise that we are seeing new partners in new categories, and we are excited for Benefit Cosmetics to join us as we take a giant bite out of the viewer pie.”

To push the mascara and to drive tune-in for Sharknado 3, the vignette stars Reid and Richards as they shop for mascara in a Benefit Cosmetics boutique while also fight of an impending sharknado attack.

“It was a no-brainer for Benefit to join as we strive to be fun & disruptive wherever possible,” said Nicole Frusci, VP of brand marketing at Benefit Cosmetics. “What better way can you show large audiences that ‘laughter is the best cosmetic’ than by having bold & girly women kill sharks using mascara?”

Sharknado 3: Oh Hell No!, taking the fight to Washington, D.C., debuts July 22 on Syfy.

[Image courtesy of Syfy]

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