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.

advertisement

advertisement

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.”

8 comments about "'I Come First': Lunya Sleepwear Campaigns For Women's Orgasms".
Check to receive email when comments are posted.
  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  

  3. R. M. from self, February 24, 2019 at 2:38 p.m.

    Please enlighten everyone to the survey's "Boy attitudes"... what does that look like?  1) no pregnancy; 2) no disease; 3)   4)   5)   6)
    Please explain from a grown man's attitude if  1) no pregnancy; 2) no disease;  are not the same for both genders?
    Please have your wife add her views to your post.
    Please have your teen or adult daughters add their views to this thread.

    really, your belief?? Sex "is a problem of women's behavior".  HOW does this jive with your 2nd sentence + 4th paragraph of article, "research shows 75% of women don’t orgasm during sexual intercourse."  Men really thrill at 75% of women who aren't thrilled by a man?

    ... the lack of partner equality is seriously alarming in your wording 
    a) a look-in on male behavior and attitude....   ONLY a look-in? no thought, belief or action change?
    b) "women do not achieve at all is a problem of women's behavior."..   the woman needs to change. Change what?

    The woman needs to change the man's performance (for those 75% of women) and his (1950's) level of caring & intimacy. Or the woman needs to... change to another man.

    Your inclusion of the word "power" is an alarm bell. Loving marriage vs. Power struggle.

  4. John Donohue` from White Tree Software replied, February 24, 2019 at 2:54 p.m.

    @ Chelsea Hanke from Walt Disney Company 

    I gave the man's perspective. "men thrill to the sight and sound (and other sensual rewards) of their partner's pleasure. We love it. Bring it on!" Yet you did not honor that in your zeal to man-slam. So boring.

    You also ignored my inclusive final paragraph, apparently in your zeal to man-slam. Boring.

    Last, you'd think my championing of women to be the agents of their own orgasm would be welcome, such as in my ""woman comes second" or indeed "the women does not achieve at all" is a problem of women's behavior, attitude, and power." But no, you scream at any hint that the woman has to be in charge of her pleasure, and/or an ommision that men have subjugated them in this arena.

    Perhaps you object to the word "problem" in that sentence. Here ... I'll broaden: 

    "woman comes second" or indeed "the women does not achieve at all" is completely within the power-control of women's behavior, attitude, and communication. If her man won't honor, she can tell him to shove off."     ...    How's that?

  5. John Donohue` from White Tree Software replied, February 24, 2019 at 3 p.m.

    @ R. M. from self,

    "... 4th paragraph of article, "research shows 75% of women don’t orgasm during sexual intercourse." Men really thrill at 75% of women who aren't thrilled by a man?"

    "75% of women not orgasmic during sexual intercourse" does not equate to "75% of women who aren't thrilled by a man."

    Are you blaming men for the 75% rate? I think you are, by this:

    "The woman needs to change the man's performance (for those 75% of women) and his (1950's) level of caring & intimacy. Or the woman needs to... change to another man."

    Why don't those women change their performance?

  6. John Donohue` from White Tree Software replied, February 24, 2019 at 3:18 p.m.

    Me: "women's behavior, attitude, and power."
    R. M.: Your inclusion of the word "power" is an alarm bell. Loving marriage vs. Power struggle.

    My intention was: "women's behavior, attitude, and self-empowerment and agency."

    I said "power," and if that lead to your alarm, I regret it, and will now explain:

    I am aware that there are two facets to the word "power." 1) coercive domination of one person over another; and 2) courage, determination, and grit to assert one's rights and wants by communication and persuasion.

    The first has no place in a loving marriage.

  7. Chelsea Hanke from Walt Disney Company, February 25, 2019 at 7:26 p.m.

    John, the only thing I want to "scream" at is your horrible writing. 

    I'd rather be boring than unintelligible. Please, tell me again in three more back to back comments how I've bored you so?

  8. John Donohue` from White Tree Software replied, February 25, 2019 at 7:48 p.m.

    It is boring when someone simply issues man-slams without reading or honoring the text. I already pointed to two instances of man/woman harmony in sex from my post that you ignored, apparently in the rush to get to your sarcasm and man bash. That is so common, it is boring. Why don't you counter with something fresh, new, and scintillating?

    It is also boring when the writer does not use paragraphs, deploys exclamation points, neologisms, phantom choirs, and hashtags, as if her rational arguments are too weak to carry the message.

    I broadened my pitch in the interest of more clarity. Here it is, so there is no mistaking it:

    “Women come first” is no better than “men come and don’t care.” "Women coming second" is no bad thing. Sometimes she wants to. Sometimes together. Sometimes first. It's a dance. If a woman is not experiencing pleasure and joy in sex, it is in her control to change that. She is not a victim. Communication, persuasion, sharing, compromise in both directions is the healing path. Asserting her needs and wants. It is not the man’s fault she is unhappy, it is not his responsibility to “give her” orgasms.

    What is your reaction to this, specifically?

Next story loading loading..