Bluewater, Europe’s leading retail and leisure destination, is hosting skin care brand NIVEA’s unique experiential promotion from 17-23 March. Situated in the lower mall Moon Court, adjacent to M&S, the experience features fully working showers and changing rooms, where guests have the opportunity to try NIVEA In-Shower Body Moisturiser first hand.
Guests taking part in the experience receive a full kit consisting of swimsuit, flip–flops, shower caps, robe and towel, as well as an exclusive £20 Bluewater gift card as a reward. For those who prefer a less ‘full-body’ experience, the installation includes sinks for hand testing of the product. Brand ambassadors are also present to answer questions and to demonstrate the products.
The promotional activity is part of a multi-channel NIVEA campaign, which will see an estimated 100,000 50ml samples of product handed out, together with money-off vouchers for purchases in Boots.
Commenting on the initiative, Sharon Smith, commercial partnerships manager at Bluewater, said: “The NIVEA installation is a great example of Bluewater hosting something innovative and exciting for its guests, adding to our unique day-out experience. Brands choose Bluewater to host this kind of campaign because of our visibility and high footfall from such a large and affluent catchment. This type of innovative immersive experience is exactly the type of brand partnership activity in which Bluewater excels.”
The news follows the shortlisting of six Bluewater commercialisation activities in the 2015 BCSC Opal Awards, which will be announced on 22 April 2015.