According to Caine Ruckstuhl, founder of TOLETTA (Ottawa-based paper toilet seat cover manufacturer), "a lot more than what you might think."
Today, fashion model Martha Robichaud from Baltimore showed off her talents by posing in front of a camera inside a public bathroom holding TOLETTA travel packs. "Modeling inside a public bathroom was actually a lot of fun. It's not everyday that I get asked to model in a public bathroom, so I jumped at the opportunity. I love innovative products and alternative marketing so this was perfect", said Ms Robichaud. "I was a little skeptical when I was told I'd be modeling for a toilet seat cover in a public restroom, but the shoot actually turned out to be surprisingly glamorous. I've never seen such a cute toilet product!"
While saying tolettas are fashionable is somewhat of a stretch, Ruckstuhl said, TOLETTA's success hinges on branding. "It's been a magical combination. We took an unconventional product, picked a niche target market (in this case, models), learned what makes them tick, then wrapped our branding around that. Toilet seat covers are not a high-interest category. It's not something people are looking for or think are cool. Therefore, it's important for us to do things differently."
TOLETTA markets to women ages 20-45 who are health conscious, fashion conscious and socially conscious. The company's mission is two-fold. First, to help women feel pretty even in a not so glamorous situation like a public bathroom. Second, to increase awareness about important social causes such as breast cancer and child poverty. By also using fashion models in their "what's in my purse" videos and launching a Facebook group last year called Sugar Pop Magazine (a fashion magazine with over 2275 members), TOLETTA is poised to be a major player in the toilet seat cover travel pack market.