LONDON — Red Bull gymnast Lily Smith may not have wings, but she can certainly perform at high altitudes, given her latest turn for Rimmel London’s new Thrill Seeker Mega Lift mascara.
The athlete’s graceful performance on a double-height balance beam perched 52 stories above New York City was unveiled on Instagram Thursday, part of a campaign to promote the mascara, which promises to lift lashes from every angle and add visible volume.
It is the first time that Red Bull and Rimmel London, which belongs to Coty Inc., have collaborated, while Smith is the latest athlete to promote the caffeinated energy drink that promises to fuel its fans and give them “Wiiings.”
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Smith, a five-time national All-American gymnast, developed the 90-second rooftop routine herself. Red Bull also pointed out that her performance beam, which stood at 9.5 feet, was twice as high as the standard competition one, adding even greater jeopardy to her high-flying performance.
The routine blended elements of rhythmic gymnastics and classical ballet and was meant to showcase “artistry under extreme conditions,” and the power of visualization in executing a flawless performance, Red Bull added.
Smith said performing the routine “in such a unique and unusual setting, ahead of my college season, was a total thrill for me and I’m so excited to have had the opportunity.”
She added the challenge “reflects what I strive for in my sport-pushing limits, embracing creativity and expressing my own style. As I head into my 2026 competition season, I plan to carry this experience with me to stay calm, confident and completely fearless.”
Janine Fernandes, vice president of global marketing for Rimmel London, said the partnership with Red Bull is an incredible moment for the makeup brand.
“Lily’s extraordinary achievement and fearless ambition mirrors our own 190-year heritage of empowering bold self-expression. We’re excited to keep pushing the limits, in beauty and beyond,” she said.
Smith will feature across the global marketing campaign for the new mascara beginning Thursday.
Established in 1834, Rimmel London is one of the U.K.’s oldest beauty brands and has worked with a long list of celebrity including Kate Moss, Cara Delevingne, Adwoa Aboah and Rita Ora. In 2022, the Olympic diver Tom Daley became Rimmel’s first male global ambassador.
Despite its longevity and contribution to the Coty portfolio, Rimmel is on the list of brands under review.
Last September, Coty said it was carrying out a strategic review of its $1.2 billion mass color cosmetics business, and of its local operations in Brazil, which generate $400 million in revenue. Other color cosmetics brands under the microscope include CoverGirl, Sally Hansen and Max Factor.
As reported, the review is being carried out by Citi, which is assessing a full range of alternatives, including partnerships, divestitures and spin-offs.
Red Bull sponsors athletes across a variety of sports, including Formula 1 motor racing, cycling, BMX, climbing, athletics and kite surfing.
In September, the Red Bull-sponsored Brazilian skateboarder Sandro Dias broke a world record for the biggest skateboard drop-in at 70 meters. The event, where he exceeded speeds of 64 miles per hour, took place at the Centro Administrativo Fernando Ferrari building in Porto Alegre, Brazil.
Billed as the “Red Bull Building Drop,” the feat was orchestrated with support from Prada Linea Rossa, which dressed Dias for the occasion.