São Paulo, January 2026 – Libresse, an Essity brand and global leader in hygiene and health, is present at Carnival 2026 with an integrated strategy of activations focused on comfort, safety, and intimate care for people who menstruate. This year, the brand’s efforts are concentrated at Carnaval na Cidade in São Paulo and in a series of initiatives in Rio de Janeiro, following some of the city’s main street blocs and VIP hospitality areas.
With the concept “Go With the Flow – nothing will stop your Carnival, not even your period,” the brand reinforces the message that the menstrual cycle is part of life’s flow, daily routine, and celebration as well — and that with comfort and care, it’s possible to enjoy the street parties, music, and Carnival energy without worries.
“When we talk about Carnival, we talk about freedom, presence, and movement. Our role is to ensure that menstruation is not a limiting factor, but part of life’s natural flow, including during the festivities,” says Priscila Ramos, Marketing Manager at Libresse.
In São Paulo, for the second consecutive year, Libresse sponsors Carnaval na Cidade, taking place from February 14 to 17 at Centro Esportivo Tietê, with an expected audience of 15,000 people per day. The brand’s presence includes proprietary restrooms wrapped in Libresse branding, a photo activation inviting the public to engage with the campaign concept, and an area dedicated to well-being and safety, equipped with phone-charging towers and rest spaces, designed as a pause point amid the intensity of the event schedule.
Over the four days, samples from the Pure Sensitive line will be distributed. This line was developed for sensitive skin and contains no fragrances or dyes. The initiative aims to encourage self-care and reinforce that intimate hygiene routines need to keep pace with Carnival, with regular product changes and extra attention to heat and humidity conditions.
In Rio de Janeiro, highlights include Camarote Allegria at Sapucaí, from February 7 to 21, where the brand hosts a comfort, safety, and protection space with lounge poufs for resting, phone-charging towers, and product sampling. At Camarote do Rio, all restrooms will offer different product options so each person can choose the solution that makes them feel most comfortable during the event.
“Major events are opportunities to expand the dialogue around menstrual health and reduce barriers to access, including taboos. Our activations were designed to keep up with the pace of the celebration, offering care, practicality, and freedom so each person can follow their flow and enjoy Carnival,” Priscila Ramos concludes.
The activations will also accompany street blocs in Rio de Janeiro, with the brand present in trailers featuring exclusive, customized restrooms, as well as the distribution of giveaways such as hand fans, and samples of internal and external pads and pantyliners.
