Yonge-Dundas Square in Toronto was recently transformed into “Amopé Pedi Park” as part of a stunt that resulted in a new Guinness World Records title for most pedicures given in eight hours.
The June 10 event was aimed at promoting the Amopé Pedi Perfect Electronic Foot File, a battery-operated handheld device that buffs away hard skin. The product was launched in Canada last September by the consumer health and hygiene company RB Canada (formerly Reckitt Benckiser).
By the end of the day, 1,083 people had received pedicures using the electronic foot file, surpassing the goal of 1,000 pedicures. There were lineups throughout the day with people waiting an average 30 to 45 minutes, says Natasha Qureshi, marketing director, health and personal care at RB Canada. About 25 to 30% of those who received pedicures were men.
While the Amopé foot file has been a strong seller in Canada, “we wanted to bring the experience to people who were not buying the product, everyday people who were walking down the street and maybe wanted to get a pedicure.”
The event was promoted primarily through Facebook and Twitter.
Outside North America, RB owns the Scholl footcare brand but does not own Dr. Scholl’s, which is sold in North America. The new Amopé brand – derived from the Portuguese words for feet and love – gives the company a presence on this continent.
Qureshi says the new product fulfills a consumer need that was not being met. “There wasn’t really an ergonomic or friendly designed product that people could use at home.” And while women like to get professional pedicures, they don’t get them frequently, she says.
The record-breaking feet… er, feat was kicked off by Sarah Rafferty, a star of the TV show Suits. Yonge-Dundas Square was decorated with Muskoka chairs, picnic blankets, umbrellas and a variety of summer games.
There were 26 pedicure stations and 32 pedicurists on hand. Health inspectors monitored the event and a Guinness adjudicator assured the count was correct and the record was legitimate.
Qureshi says the record-breaking attempt attracted people from investment bankers to shoppers and students. “Everyone wants to be part of something bigger than their everyday routine. It gave people the option to be part of setting a world record.”
She says the event was one of the top trending Twitter hashtags that day and that there were about 330,000 impressions on Twitter during the event. There were more than 100 mentions on Instagram and an engagement rate of over 25% on Facebook. TV crews were also on hand during the event.
Qureshi says new Amopé footcare products are in the works and there are plans to break the pedicure record in another city next year.
Media relations, event management and talent management were handled by Maverick.
