Rimmel London has marked the launch of a new addition to its Thrill Seeker Mascara range by teaming up with Red Bull and five-time All-American gymnast Lily Smith for a high stakes stunt.
Celebrating the launch of the Coty-owned brand’s new Thrill Seeker Mega Lift Mascara, Smith took the balance beam to new heights during a 90-second routine.
The bold display saw Smith perform her routine 52 stories above street level in New York City, US.
Taking place on a roof top overlooking the city’s Central Park, the performance beam measured an additional 9.5 feet off the rooftop – double the height of a standard competition balance beam.
Smith will also feature in a global marketing campaign for Rimmel London’s new ultra-volumising mascara, which claims up to six times more visible lash volume compared to bare lashes.
“Performing this routine in such a unique and unusual setting, ahead of my college season, was a total thrill for me, and I am so excited to have had the opportunity,” said Smith.
Gymnast and Red Bull athlete Lily Smith for Rimmel London
“This challenge reflects what I strive for in my sport – pushing limits, embracing creativity and expressing my own style.
“Rimmel always helps me feel confident when I am performing, adding a touch of glam to any routine with a coat of mascara that lifts my lashes from every angle.
“As I head into my 2026 competition season, I plan to carry this experience with me to stay calm, confident and completely fearless, always.”
Janine Fernandes, VP of Global Marketing for Rimmel London, added: “Partnering with Red Bull on this adrenaline-fuelled project, 52 stories above the ground, is an incredible moment for Rimmel.
“Lily’s extraordinary achievement and fearless ambition mirrors our own 190-year heritage of empowering bold self-expression.
“Bringing these two powerhouse brands together for the launch of our new Thrill Seeker Mega Lift mascara was a natural fit, and we are excited to keep pushing the limits, in beauty and beyond.”
Image credit: Krystle Wright / Red Bull Content Pool