"Shower empowered" is a large portable dry shower unit where visitors can pick up a Nivea shower bottle-styled microphone to belt out an empowering song such as Cyndi Lauper’s Girls Just Wanna Have Fun and Queen’s Don’t Stop Me Now.
Everyone who takes part in the activation will receive a Nivea sample bag and coupon, as well as an image of the experience.
Claire Marlow, brand manager at Nivea, said: "We wanted to add some extra celebration and feeling of empowerment for people taking part. And a mass shower karaoke felt like the perfect way to give participants and supporters a day to remember and the chance to sing their hearts out."
The first "Shower empowered" activation took place yesterday (10 June) at Crystal Palace. It will now travel to Race for Life events in Birmingham, Cardiff, Exeter, York, and Edinburgh. The brand estimated it would reach 30,000 participants over the summer.
The activation has been delivered by experience agency Space. Its managing partner David Atkinson said: "Our creative strategy is all about celebrating the fact that Race For Life is a special day that everyone can take part in. Nivea is a caring brand, and we want to support race-goers by making them feel valued and empowered to start every day full of optimism.
"There’s no greater, or more spontaneous, expression of positivity than singing in the shower – which millions do each day. We want to harness this to empower people, inspiring them to start every day like their best day."