fashion

'I Come First': Lunya Sleepwear Campaigns For Women's Orgasms


Lunya, the women’s sleepwear brand, spends a lot of time in women’s bedrooms. And it wants the world to know there just aren’t enough orgasms.

So the company launched “I come first” with a full-page ad in the New York Times, a mural on its Los Angeles headquarters and out-of-home ads in New York and San Francisco.

Founder and CEO Ashley Merrill says she is making women’s pleasure part of its brand mission as a natural next step in the #MeToo movement. “We are suddenly reevaluating gender dynamics in every context,” she says. “And since we’re looking at everything with fresh eyes, I’d like this issue to be part of the conversation, too.”

She says the campaign is based on research that shows 75% of women don’t orgasm during sexual intercourse, and that just 38% of women say they’ve masturbated in the past year.

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More troubling is that 30% of women say sex is painful and that, on average, they wait up to 10 years before telling a doctor that sex hurts, she tells Marketing Daily.

“I just kept thinking, 'Why have we accepted this? Why is this OK?’”

She says her brand is a good fit for climactic conversations because it’s emphatically not a lingerie brand, but one that strives to connect with women on a more intimate level. “Lingerie is very much about looking at women from a male gaze, with lace and ties so you look like a present to be unwrapped,” she says. “There’s nothing wrong with that, but our product is actually for sleeping, for comfort.”

The company’s sleepwear, much of it priced in the $180 range, tends to a very quiet color palette, for example, with few bright colors. “We want our products to feel effortless, and there is something easy about putting on neutrals,” she says.

She says the campaign fits into the young brand’s broader mission, too. While primarily an online company, it has stores in Los Angeles and New York. To engage customers, it also links to women’s causes, including Girls Inc. and breast-cancer awareness. And it hosts events, like a bi-partisan debate before the midterm elections.

She’s hoping women, “who have a long history of coming second,” will start to see orgasms as part of self-care.

Merrill, who declined to reveal the cost of the new ads, says she hopes to do for sleepwear what Lululemon has done for activewear. And she says she is not looking for any hard-and-fast metric to see if the campaign is successful.

“Again, I think this is similar to the #MeToo movement,” she says. While no one may be able to quantify how many people are talking about it, “it’s having ramifications. You can feel its impact.”

2 comments about "'I Come First': Lunya Sleepwear Campaigns For Women's Orgasms".
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  1. John Donohue` from White Tree Software, February 5, 2019 at 12:50 p.m.

    This project, to increase female pleasure through orgasm, with indeed require a look-in on male behavior and attitude.

    That will be but a small contribution to success, if for no other reason this: men thrill to the sight and sound (and other sensual rewards) of their partner's pleasure. We love it. Bring it on!

    Larger: "woman comes second" or indeed "the women does not achieve at all" is a problem of women's behavior, attitude, and power. Find out the payoff for not.

    I read a survey about teen girls attitudes. This was the priority: 1) no pregnancy; 2) no disease; 3) boyfriend satisfied to keep him 'hers'.

    No "boy" forced these girls to leave out female pleasure.


    "Women coming second" is no bad thing. Sometimes she wants to. Sometimes together. Somtimes first. It's a dance. The phrase "women come first" is a thinly veiled accusation of male coercive supression of women, when all along "women come also" has been there for the assertive taking in modern times.

  2. Chelsea Hanke from Walt Disney Company replied, February 6, 2019 at 7:09 p.m.

    Thank you John! Finally, thank you so much for educating us women on what our experiences really have been! You know how we're prone to exaggerations and general lunacy, we do need a good man to tell us when millions of us are wrong and keep us in check. Alright then Lunya, pack it up. Campaign's no good. A man has told us so, and a good thing he did! His perception alone of our collective experiences and his interpretation of them is the only truth that matters. We're all terribly mistaken and must've kept our "teen girl" attitudes for too long, per the one survey he read once. Mansplaining is the only splaining we need, amiright ladies? #Isplainlast  

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