NBCUniversal & Benefit Cosmetics Partnering on SHARKNADO 3: OH HELL NO!

NBCUniversal today announced its cross portfolio partnership with Benefit Cosmetics around the upcoming Syfy Original Movie, "Sharknado 3: Oh Hell No!," the network's latest installment of the global pop culture sensation. Benefit Cosmetics' campaign, promotes the #1 best-selling prestige mascara in the US*, They're Real! mascara, which will have a cameo in "Sharknado 3". In addition to on-screen "Sharknado 3" integrations, Benefit's They're Real! Mascara will anchor a custom vignette featuring the film's Tara Reid and Bravo's "The Real Housewives of Beverly Hills'" Kyle Richards as they fight off a Sharknado attack. This custom content will be featured across Syfy, Bravo and E!. "Sharknado 3: Oh Hell No!" premieres on Syfy Wednesday, July 22 at 9PM ET.

"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, Executive Vice President, Client Solutions, 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."

As part of the custom vignette, Tara Reid, who plays April in the "Sharknado" franchise, and Kyle Richards will attempt to fight off a Sharknado attack while shopping in a Benefit Cosmetics boutique. As they rampage the mascara section, they each grab They're Real! mascaras which not only lengthens lashes, but also can be used to kill off sharks. The spot also will drive tune in for "Sharknado 3: Oh Hell No!"

"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 Nicole Frusci, VP Brand Marketing, 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?"

Benefit Cosmetics is the San Francisco-based makeup brand that believes "laughter is the best cosmetic". World famous for brows and known for instant beauty solutions, Benefit provides women with a FUN & approachable makeup experience that is truly unique, bold & girly. The action-packed beauty brand has swept the world with award-winning cult favorite products & services since 1976.

Ian Ziering, Tara Reid and Cassie Scerbo reprise their roles as Fin, April and NOVA as "Sharknado 3" causes mass destruction in Washington, D.C. before roaring down the Eastern Seaboard and into Florida. Additionally, David Hasselhoff joins as Fin's father, Gil; Bo Derek as April's mother, May; Ryan Newman as April and Fin's daughter, Claudia Shepard, and Jack Griffo join as Claudia's friend, Billy.

Additional cameo roles include Mark Cuban as the President of the United States; Ann Coulter as the Vice President; Michele Bachmann as herself; Kathie Lee Gifford and Hoda at themselves; Ne-Yo as Agent Deveroux; Frankie Muniz as Lucas Stevens; Reza Farahan as a Capitol Park policeman; Penn and Teller as NASA Lieutenant Colonel Stylo and Major Caissier; Holly Madison as a military sergeant; Kendra Wilkinson as a waitress; Jackie Collins as herself and Chris Jericho, who plays Bruce the roller coaster ride operator.

Anthony C. Ferrante once again will direct and The Asylum will produce. "Sharknado 3" is based on an original screenplay by Thunder Levin.

*Source: The NPD Group, Inc./BeautyTrends®, January-December 2014 Prestige Item US Dollar Sales.

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