pjur Focuses on Female Pleasure With #normalizelube Campaign

WASSERBILLIG, Luxembourg—pjur Lubricants has created a campaign whose aim is to normalize the use of personal lubricants. As part of the campaign, pjur advises that women should explore their own desires, listen to what their bodies are saying and communicate their needs more openly, because then the use of lubricant would be a more normal part of their lives and psyches. pjur offers premium personal lubricants in part with the mission to support people on their way to more fulfilling sex lives. The campaign's slogan is, "#normalizelube—It's in your hands: Prioritize your own pleasure."

"As women, we often find that we take a back seat when it comes to sex and talking about sex," noted a campaign spokeswoman. "Or we wait and somehow expect our partners to figure out what it is we want. Therefore, empowering women to explore their own bodies and sexual desires is an important aspect of the campaign. Only those who know what is good for them can confidently take responsibility for their own pleasure."

"Listen to your body," the campaign advises, noting that 67 percent of women have experienced dryness in their intimate areas.

Dryness during or before sex can be caused by a wide range of factors, pjur has noted. It can be linked to the menstrual cycle or it could be that the person's mind is not getting turned on "quickly" enough. It can also be caused by stress or hormones (due to pregnancy, childbirth or menopause, for example). Even so, personal lubricant is often still considered a taboo. This stems from the stigma that women must have physical or emotional issues if their bodies do not produce enough natural lubricant.

No one likes talking about problems, but pjur urges women to speak openly about their desires and needs, and when it comes to intimate subjects such as sex, dryness (and any related discomfort) or problems with people's sex lives, they often feel ashamed to. An open conversation about the woman's (physical) needs with her partner, a good friend, or even with a doctor she trusts, can help to address uncertainties with her own body.

Personal lubricant can help support the woman's wellbeing by taking away the pressure to produce natural lubrication and allowing women to stop worrying about dryness. Through its campaign, pjur wants to encourage all women to feel confident enough to use personal lubricant whenever they want to.

In that vein, pjur has several product recommendations to deal with dryness:

• pjur WOMAN: Smooth, silicone-based personal lubricant that provides long-lasting lubrication, pleasant consistency, and leaves the skin feeling smooth, not sticky. Also suitable for erotic massages and masturbation.
• pjur WOMAN Nude: Natural water-based personal lubricant without glycerin that is free from preservatives and parabens. Suitable for sensitive skin.
• pjur WOMAN Aloe: Moisturizing, water-based personal lubricant with aloe vera. Compatible with sex toys. Easy to wipe off, does not leave behind marks.

(Note: Each formulation may not be available in all markets.)

For more on pjur's campaign, click here.

To learn more about pjur, click here.