For the global launch of its Next Duo toy, Womanizer created two pop-ups blurring the lines between beauty, health and sexual wellness. The campaign set out to challenge how and where conversations about pleasure can happen, and underlined how culturally relevant the sexual wellness industry is, and how it isn’t always accessible.
More than 750 guests attended The Womanizer Beauty Bar in New York, and similar numbers the Paris event, both of which took place last weekend. The purple pop-up beauty bars featured make-up mirrors and faux serums and lipsticks, playing with the idea that beauty comes from within and reimagining a traditional beauty boutique as a “wellness experience” focusing on confidence and self-love.
Because accessing sexual wellness material via social media and internet search engines can be subject to barriers and guidelines, Womanizer believes that consumers (notably women) are not receiving the information they need to live their most sexually fulfilled lives. The pop-up gave visitors a shame-free space to ask intimate questions.
“We wanted to rewrite how sexual wellness shows up in culture,” said Verena Singmann, Womanizer’s head of PR. “By placing the conversation in a familiar beauty context, we made it feel both aspirational and accessible. We also wanted to reach customers who might have reservations about the topic by showing that sexual wellness is just as much part of our self-care routine as fitness and skincare.”
See more at womanizer.com.
