Behind the Stunt: Are Extreme Beauty Marketing Campaigns Healthy for Consumers?

When a Mascara Launch Goes 52 Stories High: Why You Should Care

Hook: If you scroll beauty feeds worried about whether ads are pushing dangerous risks or narrow ideals — you’re not alone. The recent Rimmel x Red Bull partnership that put gymnast Lily Smith on a balance beam 52 stories above New York’s skyline is an attention-grabbing example of modern beauty marketing that raises real questions about consumer safety, body image, and brand responsibility in 2026.

Top takeaway right now

The stunt worked as a headline generator and matched Red Bull’s thrill-seeking DNA, but it also spotlights ethical trade-offs brands must navigate: are they prioritizing spectacle over health messaging, safety protocols, and long-term trust? For consumers and caregivers focused on sustainable, ethical choices, this is about more than spectacle — it’s about whether brands are accountable for real-world impact.

The Rimmel x Red Bull stunt — what happened and why it matters

In late 2025 Rimmel London teamed with Red Bull and gymnast Lily Smith to launch the Thrill Seeker Mega Lift Mascara. The centerpiece: a 90-second balance-beam routine performed on a beam raised an extra 9.5 feet above a rooftop — placing Smith approximately 52 stories above street level. The stunt promised to convey the product’s “ultra-volumising” claims and to associate the Mascara with adrenaline, athleticism and visible lash volume.

“This challenge reflects what I strive for in my sport – pushing limits, embracing creativity and expressing my own style,” said Lily Smith.

At first glance this feels on-brand. Red Bull is synonymous with extreme experiences; Rimmel’s Thrill Seeker line targets consumers who identify as bold and adventurous. But the stunt also exposes tensions central to modern advertising: authenticity vs. spectacle, inspiration vs. imitation, and marketing gain vs. potential harm.

Why stunt advertising still works — and why it’s riskier in 2026

Stunt advertising cuts through ad clutter by delivering visceral moments consumers talk about and share. Since the mid-2010s, brands have invested in experiential advertising to drive earned media — and that trend accelerated through the late 2020s as social platforms prioritized short, shareable video.

By 2026 there are three major shifts that make stunts both more potent and higher-stakes:

• Heightened scrutiny: Regulators and platforms are enforcing stricter disclosure and safety standards for influencer and stunt content. Audiences now expect transparency about how risky an event was and whether professionals were involved.
• Mental health awareness: Post-2023 mental health advocacy has expanded. Audiences are more attuned to how imagery and messaging affect body image, anxiety and risky mimicry — especially among teens.
• Verification needs: AI-enabled editing and deepfakes make it easier to stage or exaggerate stunts. Consumers and watchdogs demand verifiable proof that safety measures were real and that no harmful production shortcuts were taken.

Three ethical fault-lines in the Rimmel x Red Bull stunt

1. Safety messaging vs. glamorization of risk

Rimmel’s creative framed the stunt as an expression of athletic confidence. But when stunts lack clear safety context — visible harnesses, disclaimers, or behind-the-scenes safety footage — they can normalize dangerous behavior. Young fans who idolize athletes and influencers may attempt copycat actions without understanding the professional training, insurance and rigging involved.

2. Body image and the “performative toughness” narrative

Framing makeup as a vehicle for “pushing limits” can be empowering for some, but it also risks tying product efficacy to high-performance bodies and risk-taking. For audiences struggling with body image or perfectionism, the message that beauty equals fearlessness or spectacle may be alienating or damaging.

3. Influencer risk and liability

The stunt used a real athlete — which boosts authenticity — but it also highlights influencer risk. Athletes and creators are often contractually compensated yet may still face physical risk, reputational fallout, and pressure to underplay safety. Brands carry legal and ethical liability if events cause harm or inspire unsafe imitation.

From spectacle to responsible storytelling: what brands should do

Brands that want to use stunt advertising without sacrificing trust should adopt a clear set of best practices. Here’s an action checklist brands can implement immediately:

• Publish a safety report: Alongside stunt content, release a short video or web page documenting training, professional rigging, permits, and insurance. Show the real people who ensured safety.
• Include explicit disclaimers: Beyond the tiny legal text, use on-screen messaging telling viewers not to imitate, and explain who was involved and what safety measures were used.
• Collaborate with mental health advisors: If messaging touches on risk or body image, consult mental health professionals to shape language and framing.
• Model safer alternatives: Create parallel content demonstrating how the product supports everyday confidence in non-risky ways — DIY looks, confidence workshops, or athlete routines in safe environments.
• Verify authenticity: Use blockchain-based proof-of-production or third-party verification to confirm that stunts were conducted safely and without digital enhancements that mislead viewers.

Sustainability and brand ethics: the often-missed dimension of stunt marketing

Consumers in our niche care about more than thrills — they want ethical sourcing, transparent ingredient lists, and packaging that reduces waste. Stunts can clash with sustainability and ethics in several ways:

• Event footprint: Large-scale activations can produce waste (single-use banners, sets, promotional merchandising) and carbon emissions from travel and production crews.
• Greenwashing risk: Flashy activations may divert attention from product supply chain issues — for example, whether a mascara’s pigments are responsibly sourced or the packaging is recyclable. Consumers are increasingly checking independent product narratives like those in natural skincare and ingredient guides.
• Certification confusion: Brands may tout feel-good language while lacking independent certifications (COSMOS, Leaping Bunny, B Corp). Stunts can distract consumers from scrutinizing these claims.

Practical sustainability steps for stunt-driven campaigns

• Carbon-account the event: Calculate the footprint and publish mitigation measures or offsets. Use local vendors to reduce travel emissions and choose low-impact materials for sets.
• Choose reusable or recyclable collateral: If handing out samples or merch, prioritize refillable packaging and post-consumer recycled materials.
• Link the campaign to product transparency: If a stunt launches a new product, include quick links to ingredient sourcing, third-party certifications, and recyclability instructions.

How consumers and caregivers can evaluate stunt advertising

Not every daring campaign is irresponsible. Here’s a practical toolkit to judge whether a stunt aligns with your values and safety expectations.

Quick checklist for spotting responsible vs. risky stunt ads

• Responsible signs: Clear disclaimers, behind-the-scenes safety footage, involvement of trained professionals, explicit “do not attempt” messaging, links to sustainability and sourcing pages.
• Red flags: Vague credits, glamorization of risk without context, influencer pressure narratives, no mention of safety protocols, and claims that deflect attention from product details (like ingredients or certifications).

Questions to ask a brand before you buy

• Who performed the stunt and what training/insurance covered them?
• Are there behind-the-scenes safety or verification materials available?
• What certifications does the product have (cruelty-free, organic, recycled packaging)?
• How is the brand offsetting the event’s environmental footprint?

Mental health and body image: framing matters

Beauty marketers of the 2020s often leaned on empowerment rhetoric. In 2026, consumers expect empowerment that doesn’t equate beauty with endurance or risk. Messaging that pairs cosmetics with extreme feats can unintentionally suggest that confidence requires exceptional bravery or a particular body type.

Instead, brands should foreground inclusive narratives: beauty routines that support everyday life, representation of varied body types and abilities, and explicit language that separates product efficacy from physical risk-taking.

Practical messaging guidelines

• Language checks: Avoid phrases that link product success to extreme physical ability (e.g., “only for the brave”). Focus on performance benefits in ordinary contexts (long wear, smudge-resistance, hypoallergenic).
• Representation: Include creators with diverse abilities and backgrounds. If an athlete is used, balance that with everyday ambassadors.
• Support resources: For campaigns that touch on risk or mental performance, provide links to mental health resources and educational content about safe training practices.

The influencer calculus: why athlete partnerships are both valuable and sensitive

Partnering with athletes like Lily Smith brings authenticity — their discipline and public persona align with a “thrill seeker” product line. But brands must manage influencer risk proactively:

• Contract clarity: Specify safety expectations, mental health supports, and the right to withdraw from risky activations without penalty.
• Training and prep: Ensure public-facing content is supported by expert training and documented protocols.
• Ongoing support: Offer post-event counseling or medical check-ins if the stunt has physical or psychological stressors.

What regulators and platforms are doing (2024–2026 context)

Throughout the mid-2020s regulators and platforms increased attention on influencer transparency and health claims in advertising. By early 2026, many platforms require clearer disclosures for sponsored content, and advertising standards bodies are insisting on verifiable substantiation for health-related claims.

That means brands running stunts must be able to substantiate safety claims, accurately represent who performed a stunt, and disclose sponsorships prominently. For consumers, this regulatory tightening improves accountability — but it also means you should still look for third-party verification and behind-the-scenes evidence.

Case study: what Rimmel could have done to strengthen safety and ethics

Using the Rimmel x Red Bull stunt as a learning opportunity, here are six specific changes that could meaningfully shift perception and reduce harm:

1. Publish a short behind-the-scenes safety documentary that shows rigging, permits and training.
2. Include a clear, on-screen “do not attempt” warning at the start of every shared clip, with links to a safety FAQ.
3. Accompany the campaign with editorial content on everyday beauty routines, making the product’s benefits relatable and non-competitive.
4. Offset event emissions and publish the carbon accounting with an independent audit linked on product pages.
5. Highlight sustainable packaging or a refill program for the Mascara to align spectacle with long-term product responsibility.
6. Offer a mental health and body-confidence resource hub co-created with experts and community groups.

Final thoughts — balancing thrill and trust in beauty marketing

Stunt advertising will remain an effective tool for grabbing attention. But in 2026, the winners will be brands that pair spectacle with transparency, safety, sustainability and substantive product ethics. For consumers and caregivers seeking natural and healthy products, the right signal is not how high a beam is placed — it’s how clearly a brand demonstrates responsibility afterwards.

Actionable takeaways (for brands and consumers)

For brands

• Publish safety and sustainability reports alongside stunt content.
• Consult mental health professionals during campaign planning.
• Prioritize verifiable production proof and clear influencer contracts.
• Link experiential marketing to product transparency (ingredients, certifications, packaging).

For consumers and caregivers

• Ask for behind-the-scenes safety evidence before endorsing or reproducing risky acts.
• Check product certifications (COSMOS, Leaping Bunny, B Corp) and packaging recyclability.
• Watch for explicit disclaimers and third-party verification when stunts are involved.
• Prioritize brands that balance bold marketing with clear commitments to ethics and safety.

Call to action

If you care about ethical beauty advertising, start small: ask the brands you buy from to publish safety and sustainability disclosures alongside spectacle-driven campaigns. Share this article with fellow consumers, and when you see stunt advertising, look for the safety and sustainability signals we’ve outlined. Demand transparency — because true beauty marketing should leave consumers informed, inspired and safe.

Related Reading

• The Evolution of Natural Skincare in 2026: Ingredients, Ethics, and Advanced Formulation — for context on ingredient and certification expectations.
• Sustainable Packaging and Cold Chain Tips for Perishable Samples in 2026 — practical guidance on sustainable samples and packaging.
• Beyond the Weekend Pop-Up: Advanced Strategies for Year-Round Micro‑Events — how to run lower-impact experiential campaigns.
• Field Playbook 2026: Running Micro‑Events with Edge Cloud — operational tips to reduce footprint and logistics for activations.
• From Metaverse to Microsites: Building Lightweight Experiences When Big Platforms Retreat
• If Inflation Surges: Sector Playbook for Dividend Investors
• BBC x YouTube: What a Broadcaster-Platform Deal Means for Jazz Creators
• Stretch Your Travel Budget: Using Retail Promo Codes to Save on Gear Before a Big Trip
• Buyer’s Guide: Optimizing Marketplace Listings for OTC Meds & Wellness Products (2026)