Nivea lines up festival push

Nivea rolled out its Grooming Zone at gay London festival Mardi Gras in June. The activity was aimed at 20- to 44-year-olds and promoted Nivea for Men skincare products.

Nivea rolled out its Grooming Zone at gay London festival Mardi Gras in June. The activity was aimed at 20- to 44-year-olds and promoted Nivea for Men skincare products. The zone offered “luxurious treatments” including clean shaves, facials and masseurs and featured a “chill-out area” with sofas and magazines. Each treatment cost £1.50 with proceeds going to Mardi Gras charities. Invites to the zone were handed out during the parade of floats, which began the event. Nivea also handed out goody bags at the event of which it was one of the main sponsors.

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