Skip to main content

Sharknado, Mascara Maker Initiate Promo Run

For the on-the-go woman (or fashion-conscious man) who won’t let a little thing like flying, razor-toothed sharks ruin what was otherwise a stellar make-up day, Syfy, producers of Sharknado 3: Oh Hell No!,  has teamed with Benefit Cosmetics to promote "They’re Real," mascara that not only lengthens lashes but also apparently has recently acquired the power to kill large aquatic animals thrust mightily out of unlikely weather phenomenon. (Not really, but the producers of Sharknado are saying it anyway, tongue firmly in cheek).

To promote They’re Real, Sharknado star Tara Reid and Bravo’s The Real Housewives of Beverly Hills own Kyle Richards will anchor a custom vignette featuring the mascara as they fight off a Sharknado attack. The vignette will be featured on NBC universal networks Bravo, Syfy and E!

Sharknado 3: Oh Hell No! is scheduled to premiere on July 22 at 9 p.m.

“The ‘Sharknado’ franchise has proven to be unmatched marketing platform for advertisers, combining the enormous power of television with unparalleled social amplification,” said NBC Universal executive vice president, client solutions Alison Tarrant in a statement “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.”

Syfy has not shied away from product tie-ins for the popular Sharknado franchise. In the past video games and books have all tied into the films.  This, however, is the first time a cosmetics company has joined the fray.

“We are thrilled to be Sharknado’s first-ever beauty brand partner, it was a no-brainer for Benefit to join as we strive to be fun & disruptive wherever possible,” said Benfefits VP brand marketing Nicole Frusci said in a statement.  “What better way can you show large audiences that ‘laughter is the best cosmetic’ than by having bold & girly women kill sharks using mascara?”

Based in San Francisco, Benefit has a long product line-up with tongue-in-cheek names like Boi-ing, Hello Flawless Oxygen Wow, Fakeup, Watt’s Up  and Puff Off.