Lily Allen collaborates with Womanizer to champion female empowerment

“Let’s be open about it. Free yourself. Feel yourself. Love yourself,” declares singer and author Lily Allen.

If you’re wondering what her new age mantra is all about, you might be surprised that it’s regarding female sexuality. Allen has recently announced a new partnership with German brand Womanizer.

In a live telecast, Allen talked about an excerpt from her 2018 book titled My Thoughts Exactly that details her discomfort with her sexuality. “The idea of actively exploring a zone that was apparently dedicated to pleasure felt impossible. I didn’t feel like I deserved it. If you spent most of your childhood feeling invisible, then it feels odd to start paying too much attention to yourself”.

She continued by lamenting that “too many of us collectively retreat into passivity instead of exploring what makes us feel good”. For Allen, this is an especially personal problem — she shared that in her previous marriage, she didn’t feel empowered and was unable to communicate her needs partially leading to the relationship eventually breaking down. Allen described how she came into her own awakening in her late twenties, and concluded by recommending the Womanizer as a power tool.

Now, she is the Chief Liberation Officer of the brand, and sees herself as the person responsible for encouraging female pleasure with the #ILoveMyself campaign.

But taking on this role wasn’t a bed of roses. Allen admitted to worrying about society’s reaction to this collaboration. I thought to myself, “will the attention be negative? But looking back, those thoughts are what stopped me from actually wanting to give myself pleasure in the first place.” Together with Womanizer, they’re on a mission to destigmatise female pleasure — a much-needed campaign considering the brand’s survey results that Singapore women pleasure themselves 79 per cent less than their male counterparts.

According to Johanna Rief, Head of Sexual Empowerment at Womanizer, Allen was chosen as she is the embodiment of the brand’s ethos of being brave, honest, and approachable. “We are happy and thankful that we share the same mission which is to wipe out the social stigma around sexuality and pleasure and make sure that future generations grow up in a more liberal and open-minded society.”

Own your sexuality
The Liberty by Lily Allen is lightweight and tiny. Its orange and pink colour palette, a product of Allen’s and Womanizer’s design, is by no means discreet, but its sleek and simple design means you could easily pass it off as a facial cleansing brush. A magnetic cap seals it to keep it clean and travel-friendly. Waterproof for showers and baths, it comes with six intensity levels and two buttons. Like the other Womanizer toys, it’s built with the Pleasure Air Technology — the first ever of its kind to stimulate sensitive nerve endings with gentle air waves.

Womanizer Liberty by Lily Allen will launch through Guardian’s online store in the last week of October. It will then be available in most local pleasure retailers in Singapore and on womanizer.com/lilyallen.

The information in this article is accurate as of the date of publication.

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