# Daring Gymnast Stunts Rimmel Launched Its Thrill Seeker Mega Lift Mascara with a Performance By Laura McQuarrie | Published 2026-01-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/thrill-seeker-mega-lift-mascara References: [businesswire](https://www.businesswire.com/news/home/20260115294720/en/Gravity-Doesnt-Stand-A-Chance)  For the launch of its new Thrill Seeker Mega [Lift](https://www.trendhunter.com/trends/5-point-lift-by-isamaya) mascara, [Rimmel London](https://www.trendhunter.com/trends/full-volume-makeup) teamed up with [Red Bull](https://www.trendhunter.com/trends/red-bulls-building-drop), and Red Bull athlete and five-time national All-American gymnast Lily Smith. This first-of-its-kind collaboration from Rimmel London and Red Bull saw Lily take to the balance beam for a 90-second routine 52 stories above street level in New York City. On a rooftop overlooking the city's iconic Central Park, Lily showed off daring moves atop a performance beam that measured an additional 9.5 feet off the rooftop—double the height of a standard competition balance beam. Lily Smith will also feature in a global marketing campaign for Rimmel London’s new ultra-volumising mascara, said to amplify visible lash volume six times as compared to bare lashes. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 53% | Activity: 56% | Freshness: 60% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Extreme Marketing Experiences:** Brands are increasingly leveraging extreme and high-adrenaline events to capture consumer attention and differentiate their products. - **Athlete-brand Collaborations:** Partnerships with high-profile athletes provide brands with unique opportunities to create memorable experiences and enhance brand credibility. - **Urban Outdoor Stunt Performances:** Urban rooftops and iconic cityscapes are being utilized as unconventional venues for performance stunts, blending entertainment with marketing. ### Sectors Adopting This - **Cosmetics:** The cosmetics industry is innovating by integrating adventurous and bold marketing campaigns to promote new products. - **Sports Marketing:** Sports marketing is evolving through collaborations that highlight athletes in unconventional, attention-grabbing settings. - **Event Production:** The event production industry is witnessing a trend towards aerial and urban performances that redefine traditional event settings. ## Related on Trend Hunter - [Dramatic Length-Lifting Mascaras](https://www.trendhunter.com/trends/extensionist-mascara.md) - [Luxurious Sweat-Resistant Mascaras](https://www.trendhunter.com/trends/ysl-lash-latex-mascara.md) - [Bold Mascara Launches](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara.md) - [Puzzle Cube Advent Calendars](https://www.trendhunter.com/trends/glam-cube-makeup-advent-calendar.md) - [Game-Themed Beauty Pop-Ups](https://www.trendhunter.com/trends/beneland.md) - [Serum-Infused Mascaras](https://www.trendhunter.com/trends/urban-decay-tube-job-tubing-mascara.md) - [Affordable Makeup Offers](https://www.trendhunter.com/trends/affordable-makeup.md) - [Gently Formulated Skincare Sets](https://www.trendhunter.com/trends/gently-formulated-skincare.md) - [Breast Cancer Awareness-Focused Mascaras](https://www.trendhunter.com/trends/thrive-causemetics1.md)