The singer is raising awareness around female masturbation
Over the last few weeks, creatives, artists and other workers in “all walks of life” have been told by our fearless government – shoutout Rishi Sunak – to retrain in new, more viable careers. Well, musician Lily Allen appears to have taken this advice to heart and has made the shrewd move into an industry that has emerged as quarantine’s big winner – sex toys.
Over lockdown, many people found themselves with little else to do but masturbate and soaring sales of sex toys reflected that. Not just that, however, they were also looking into homemade versions. In April, it was reported there were over 23,000 Google searches for homemade sex toys in the UK as people researched how to make their own vibrators and lube during self-isolation. If that sounds like something you’ve been guilty of, then we would suggest you step away from the produce aisle and say hello to Lily Allen’s new vibrator.
In collaboration with German sex toy company Womanizer, Allen has launched her very own product, the ‘Liberty’. Lightweight and discreet, The Liberty uses Pleasure Air Technology to stimulate the sensitive nerve endings of the clitoris with gentle air waves. According to Allen, the experience is “completely different” to anything you’ve tried before. “Womanizer can give you an orgasm within a short time and even multiple ones,” she says.
Alongside the vibrator, Allen and Womanizer are launching a campaign to raise awareness for sex positivity and female masturbation. According to a recent Womanizer survey with 7,000 men and women from 14 countries, the international masturbation gap between the genders is still 68 per cent. Men engage in the act about 156 times per year, while women only engage around 50 times a year on average. The campaign is hoping to change this by removing the shame around female sexuality.
“Hi, Lily here. So, I’ve got a little secret. I masturbate. But why is saying it out loud so weird? Loving yourself should be the most normal thing in the world,” Allen says in the campaign video. “We all deserve amazing orgasms, right? So let’s be open about it. Free yourself. Feel yourself. Love yourself. #IMasturbate. Do you?”
The relationship between the two started when Allen mentioned using Womanizer products while on tour in her memoir. “We were extremely excited to hear that Lily was writing and raving about our brand and the products,” says Johanna Rief, head of sexual empowerment at Womanizer. “Especially, in the context of owning and defining one’s personal sexuality, from our experience something that women, in particular, struggle with.
Allen was the perfect partner for the campaign, Rief says, someone who embodies the ethos of the brand: brave, honest, authentic 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.”