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Gravity-Defying Marketing: What Hair Brands Can Learn from Rimmel x Red Bull's Stunt

UUnknown

2026-02-28

11 min read

Learn how Rimmel x Red Bull turned a rooftop stunt into a shoppable campaign — and how hair brands can replicate it with athlete tie-ins, demos, and bundles.

Hook: Your next product launch needs more than a discount — it needs gravity-defying visibility

You sell great haircare, but you’re frustrated: limited launch reach, weak PR lift, and promo tactics that only cannibalize margins. In 2026 the brands that cut through are the ones behind high-visibility experiences — not just ads — that create shareable moments, drive shoppable attention, and convert with tailored bundles and seasonal offers. Rimmel x Red Bull’s rooftop balance-beam stunt with gymnast Lily Smith is a blueprint. It combined spectacle, athlete credibility, and instant shopability to amplify a mascara launch. Let’s unpack the mechanics and translate them into a practical playbook for hair brands ready to stage their own gravity-defying marketing stunts.

The stunt, in one paragraph (why it mattered)

Rimmel London partnered with Red Bull and five-time All-American gymnast Lily Smith to perform a 90-second routine on a balance beam set 52 stories above New York City, with the beam extended an extra 9.5 feet above the rooftop. The performance dramatized the new Thrill Seeker Mega Lift Mascara’s promise of extreme lift and volume while generating immediate earned media, social buzz, and global campaign assets. It’s a case study in turning a product attribute — lift and extreme performance — into a live spectacle that aligns with a brand fit (Red Bull’s thrill-seeker identity) and an athlete endorsement that brings credibility.

Stunt mechanics: how Rimmel made spectacle strategic

1. Intent-driven concepting

Every stunt must start with a single question: what core product claim can become a visible, memorable action? Rimmel’s product claim was extreme lift and performance. They matched it to a high-stakes performance to visually prove the claim in a way static advertising cannot. That alignment — product truth + spectacle — is the stunt’s engine.

2. Strategic partner selection

Rimmel didn’t go it alone. They tapped Red Bull — a brand synonymous with adrenaline and live events — and an elite athlete with authentic performance credentials. That partnership did three things: it expanded reach to Red Bull’s audience, added production expertise for extreme stunts, and lent credibility through an athlete endorsement.

3. Location, scale and shareability

Placing a standard beam 52 stories high created an immediate visual hook. Scale matters: bigger, visually simple ideas are easier to capture, clip, and share. Choose visuals that read instantly on small screens (close-ups of lashes, wide shots of a rooftop, a skyline silhouette). Combine physical spectacle with social-native assets: vertical video, GIFs, and stills formatted for e-commerce and PR use.

4. Multi-channel content architecture

The stunt wasn’t a one-off. It formed the backbone of a global campaign: hero video, behind-the-scenes content, athlete-led social posts, and paid amplification. Build a content tree with primary hero assets and dozens of spin-offs for social, press, commerce, and in-store screens.

5. Safety, legal and logistics

An extreme stunt like this requires rigorous risk assessment, permits, insurance, and athlete safety protocols. That operational planning is invisible to audiences but essential for execution and PR protection.

“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.” — Lily Smith

PR impact: what a stunt like this actually delivers

Not every brand needs a rooftop stunt — but every brand can apply the same PR mechanics to boost visibility. Here’s what Rimmel’s approach typically buys you and how to measure it.

1. Immediate earned media and headline stories

Spectacles earn placements in national and trade press because they make a visual news item. For hair brands that often compete in lifestyle and beauty sections, a stunt that creates a clear visual narrative dramatically increases pickup.

Short, surprising moments get clipped and shared. Athlete involvement increases the chance of fandom-driven reposts. Encourage user-generated content with dedicated hashtags and a simple call-to-action to create an organic amplification loop.

3. Cross-audience reach

Partnering with an energy brand or athlete pulls in audiences who aren’t typical beauty consumers — think active, outdoorsy, thrill-seeking demographics — expanding the potential buyer set for an on-trend product like long-wear or humidity-resistant formulations.

4. Content that converts

Use the stunt to create shoppable moments: embed links, use athlete promo codes, release limited-edition bundles tied to the stunt, and enable livestream shopping of the new product. The stunt drives awareness; the commerce hooks turn that awareness into measurable sales lift.

5. Reputation and brand positioning

The stunt repositioned Rimmel as bold and performance-led. For hair brands, a well-aligned stunt can move consumer perception from “cosmetic” to “performance solution” — critical for premium pricing and loyalty.

What hair brands can learn: a practical playbook

Below are concrete strategies to design stunt-like experiences that work for shampoos, styling products, serums, and tools — with emphasis on deals, bundles, and seasonal promotions to maximize ROI.

1. Translate product benefit into a performative moment

Identify the single most distinctive product attribute and turn it into a show. Examples:

Extreme hold hairspray → timed wind tunnel stunt demonstrating wind resistance
Humidity-proof curl cream → rooftop, rain-simulated dance routine
Fast-acting hair serum → timed “before/after” performance at a live demo wall

2. Choose partners for reach and relevance

Partner with athletes, musicians, or micro-celebrities who embody your brand’s benefits. Consider:

Gymnasts and dancers for performance and precision
Surfers, beach athletes for saltwater resilience messaging
Styling professionals or celebrity stylists for authority

3. Design shoppable bundles that extend the stunt

Link spectacle to commerce using themed bundles and promotions. Examples:

Stunt Launch Bundle: hero product + travel size + exclusive brush, limited edition packaging. Use a time-limited discount for the first 72 hours of the stunt reveal.
Athlete Edit: product picks curated by the athlete; include an athlete video explaining why they use each item. Add a bundled price and an athlete promo code.
Seasonal Promotion: align the stunt with seasonality (e.g., humidity-proof range in late spring) and offer buy-one-get-one-half-off for festival season.

4. Layer in experiential demos and retail tie-ins

Extend the stunt into brick-and-mortar and pop-ups: mini versions of the spectacle work in malls and festivals. Set up experiential stations with fast demos, instant samples, and QR codes that apply a stunt-only discount at checkout.

5. Use athlete endorsements strategically

Don’t just take a photo. Ask athletes to co-create content: how-to styling videos, training-day haircare routines, and livestreamed Q&As. Give them a stake in the campaign via co-branded bundles and affiliate promo codes.

6. Integrate hybrid live + livestream shopping

By late 2025 and into 2026, the most effective stunts combined an IRL moment with real-time shoppable livestreams. Stream your event to commerce platforms, enable one-click checkout in-stream, and offer exclusive drops for livestream viewers.

7. Make sustainability and transparency visible

2026 consumers expect ethical signals. Tie the stunt to an environmental pledge or a recycled-packaging bundle and include ingredient transparency in athlete-led demos to build trust.

Campaign architecture: an example 8-week timeline

Use this template to map resources and milestones.

Weeks 1–2: Concept + partner outreach + risk assessment. Finalize athlete, partner brand (if any), location, and permits.
Weeks 3–4: Creative production planning. Storyboard hero assets, plan spin-off content, design limited-edition packaging and bundles.
Week 5: Media outreach and teaser phase. Seed exclusive with top-tier beauty press and influencers; release teaser vertical video.
Week 6: Execution day. Capture hero footage, BTS, athlete interviews, and UGC prompts. Start social-first amplification.
Week 7: Amplification. Release campaign film, launch bundles, roll out paid social and retail activations. Livestream event recap with shoppable CTA.
Week 8+: Measurement and retail follow-through. Analyze earned media value, sales lift, bundle performance, and UGC volume. Continue retargeting and seasonal promos.

Budget and KPI guide

Budget will vary by scale. A pragmatic approach is to set performance targets first and back into a budget that will realistically reach those targets with paid amplification.

KPIs to track: earned media placements, social reach and engagement, UGC tags, livestream viewers, promo-code redemptions, bundle conversion rate, incremental sales vs. baseline.
Measurement windows: 0–7 days for immediate conversion; 30–90 days for long-term brand lift and lifetime value of new customers.

Legal, safety and contingency planning

Any high-visibility stunt requires documented safety and legal protocols. Key items:

Permits and local authority notifications.
Full insurance and athlete safety checks; certified rigging and testing for physical stunts.
Clear athlete and partner contracts covering usage rights, exclusivity windows, and cancellation terms.
PR contingency plans and spokespeople scripts for potential negative scenarios.

Creative variations for smaller budgets

Not every brand can rent a rooftop. Alternatives that still create spectacle:

Micro-stunts in public spaces (with permits): pop-up “mini-challenges” that demo product claims in under 60 seconds.
Local athlete tie-ins: partner with regional performers for tours with quick stops at salons and malls.
AR experiences: a geolocated AR filter that simulates your product’s effect and unlocks a promo code when shared.

Optimization tips: turning views into purchases

Great stunts generate views. To convert them:

Preload landing pages with stunt imagery and an easy-to-redeem promo code tied to the event.
Offer time-limited bundles and low-friction checkout. Mobile-first UX is critical for livestream shoppers.
Use athlete promo codes to track attribution and reward the influencer/athlete with commissions for sales.
Retarget viewers who watched >30 seconds of video with a special bundle offer within 48 hours.

2026 trends to factor into stunt planning

Plan with a 2026 lens. Here’s what’s shaping effective experiential marketing now:

Hybrid experiences: IRL moments plus livestream commerce are standard; don’t launch without a streaming and shoppable plan.
Creator-led micro-campaigns: multiple micro-influencers create authenticity at lower cost than single mega-influencers.
AR product try-ons: expect consumers to test hair color and styles via AR before checkout; integrate this into stunt content distribution.
Data privacy and consent: always secure opt-ins for UGC and first-party data collection; 2026 regulations make good data hygiene essential.
Brand purpose matters: stunts that tie to sustainability or community initiatives get higher long-term goodwill.

Quick checklist: launch-ready stunt essentials

Clear single-minded product claim that becomes a visual moment
Partner(s) chosen for relevance and amplification
Content architecture: hero asset + 10 spin-offs
Shoppable bundles and athlete promo codes ready
Permits, insurance, and athlete contracts in place
Livestream and checkout tech tested on mobile
Post-launch measurement plan with KPIs and timelines

Real-world campaign ideas for hair brands

Use these as templates and adapt to your product suite.

Wind-Proof Wave: a wind-tunnel performance with a pro surfer and a humidity/salt-resistant wave spray. Offer a "Wind-Proof" bundle at 15% off for 48 hours post-event.
24-Hour Hold Challenge: a dancer performs a 24-hour proof-of-hold series with time-lapse footage. Sell a limited-edition hairspray + travel brush kit with an exclusive discount code.
Glow & Go Pop-Up: a city pop-up with instant styling stations using your dry shampoo and glossing serum. Attendees get a QR for a buy-one-get-one sampler, redeemable online.

Actionable takeaways

Align spectacle to product truth: the stunt must prove a defensible claim.
Pick partners who amplify and lend credibility: athlete endorsements work when authentic.
Make it shoppable: connect the stunt directly to bundles, promo codes, and livestream checkout.
Plan safety and measurement upfront: risk and ROI are twin priorities.

Final thoughts: translate adrenaline into long-term growth

Rimmel x Red Bull’s stunt was not spectacle for spectacle’s sake — it was an exercise in aligning product truth, partner credibility, and content engine to drive visibility and conversion. Hair brands can adopt the same formula at any scale: pick a measurable product claim, partner with the right talent, design shoppable bundles, and extend the moment into retail and digital channels. In 2026, the most successful launches will be multisensory, hybrid, and purpose-forward — and every stunt must be built to sell.

Call to action

Ready to plan a high-visibility launch that converts? Download our free 8-week launch checklist and bundle templates or contact our campaign team to design a tailored stunt + bundle strategy that fits your product and budget. Turn spectacle into sales — let’s make your next product launch gravity-defying.

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Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.