Amopé targets commuters with pop-up pedicure station

10-Mar-2015

The brand is taking over New York's Grand Central Terminal

RB (formerly Reckitt Benckiser) footcare brand Amopé took over New York’s Grand Central Terminal on 5 March, turning it into a ‘fairy-tale inspired’ pedicure station for commuters.

The event, held in Vanderbilt Hall, was held in partnership with supermodel and co-host of The Fab Life Chrissy Teigen. Teigen joined a fleet of Amopé ‘footmen’ who offered passers-by complimentary pedicures to help them prepare their feet ahead of sandal season this spring.

Commuters were invited to sit on chairs in the style of thrones to have their treatments carried out with the new Amope Pedi Perfect product, an at-home electronic foot file, which is now available in the US. The Pedi Perfect was designed to remove tough, hardened skin while softening the soles of feet, with its microabrasive roller surface and ergonomically-shaped head.

At the day long event, Teigen wore a pair of custom-made ‘glass slippers’ inspired by Swarovski crystal shoes, which she created in collaboration with the House of Face designer Aryana Potter.

“People think of supermodels as princesses, but what they don't know is that our feet take a serious beating,” said Teigen. “The Amopé Pedi Perfect has become a staple in my beauty regimen and is my secret weapon to achieving soft and beautiful feet all year round.”

Kavitha Sekhar, Senior Brand Manager at RB, said: “As Chrissy embraces life and is always ready to dive in feet first, she is the perfect person to show how footcare helps radiate confidence from head to toe.”

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The Amopé Pedi Perfect Electronic Foot File is available at RRP of $36-87-$49.99 at Target, Walmart, CVS, Walgreens, Rite Aid, Amazon, BJ’s and drugstore.com in the US.

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