As we enjoy the beautiful weather outdoors, it can be easy to forget the importance of sun protection, but thanks to Dillard’s and their latest skin cancer awareness campaign, communities nationwide have just been reminded.
And that’s not all.
The fashion retailer didn’t just tell audiences to stock up on SPF this summer but instead encouraged them to apply, apply, apply as they worked to achieve the most people applying sunscreen simultaneously (multiple venues).
"Dillard’s is honored to receive a Guinness World Records title,” said Gary Borofsky, Vice President of Merchandising for Dillard’s.
"With May being Skin Cancer Awareness Month, this was the perfect time for us to bring the community together to educate them about sun protection while also having fun."
After seeing a separate group attempt to break the same record title on the Today Show in May 2018, Dillard’s was inspired to take on the same record-breaking challenge a year later, but this time in multiple venues.
The highly anticipated event took place in 15 select locations across 11 states on Saturday 18 May, with St. John’s Town Center in Jacksonville, Florida, being the headquarter location for the attempt.
Well-known skincare and cosmetic brands including Clinique, Lancôme, Shiseido, and Dermablend also came on board as sponsors of the event.
Ahead of the attempt, Dillard's also issued statistics and facts to show the importance of applying sun protection correctly:
- 1 in 5 Americans will develop skin cancer in their lifetime
- Most adults need about one ounce of sunscreen, enough to fill a shot glass, to fully cover their body
- Skin cancer is the most common cancer in the United States
- Regular daily use of an SPF 15 or higher sunscreen reduces the risk of developing melanoma by 50 percent
- Sunscreen should be used every day. Even on cloudy days up to 80% of the sun's harmful rays reach earth
- Melanoma is the most dangerous forms of skin cancer
- Skin cancer risk doubles with five or more sunburns in a lifetime
To set the record, the brand needed a total 1,822 participants.
On the event day, participants of all ages flocked to the designated locations for a chance to make history.
Once the record attempt concluded, Guinness World Records adjudicator reviewed the evidence from 15 locations and confirmed that Dillard’s had achieved the record title, surpassing their initial goal with a total of 2,246 participants.
Engage your community with a Guinness World Records attempt that will attract huge crowds and global attention. Visit our Business Solutions section or contact us to find out more about our unique engagement programmes.
