New York’s PDA-loving public took part in Nivea’s celebration of the first national PDA Day alongside talk show host Wendy Williams, Giuliana and Bill Rancic, and R&B singer-songwriter Ne-Yo on Wednesday. Despite the scorching temperatures, crowds abounded to take part in the festivities by displaying lots of affection while playing games for prizes from the beauty brand and listening to the smooth crooner as he took to the stage in Herald Square. It was a day to touch and be touched by friends and family, and a holiday that deserves as much attention as your skin does.