When a sex toy brand opens a beauty store, it doesn’t just turn heads; it changes the conversation.
With its latest experiential activation, The Womanizer Beauty Bar, the global sexual wellness brand set out to challenge how—and where—conversations about pleasure can happen.
Hosted in New York and Paris, the two-day pop-ups reimagined the traditional beauty boutique as a wellness experience centered on confidence and self-love. The shelves may have been lined with faux serums and lipsticks, but the real beauty secret was hidden in plain sight with Womanizer’s latest innovation, Next Duo.
Designed to coincide with the Next Duo launch, the Beauty Bar blurred the lines between beauty, health, and sexual wellness—a deliberate effort to make the category more approachable and culturally relevant. Over 700 guests attended in Paris and more than 750 in New York, drawn by playful design, free tattoos, and a setting that made pleasure as natural a topic as skincare.
“With the Womanizer Beauty Bar, we wanted to challenge preconceived notions of where conversations about pleasure belong,” said Stephanie Keating, Director of B2B Sales & Marketing, Americas at Lovehoney Group. “By blending beauty and sexual wellness in a space that felt inviting and familiar, we made it easier for people to explore their curiosity without judgment. It’s about normalizing pleasure as a vital part of self-care and confidence.”
The sexual wellness industry faces significant marketing barriers, such as Google Safe Search and Meta advertising guidelines, which ultimately hinder consumers (notably women) from living their most sexually fulfilled lives. This pop-up offered a shame-free space for attendees to ask intimate questions by removing the stigma that can be associated with adult stores.
Please let me know if you would be interested in learning more about how Womanizer is using experiential marketing to destigmatize pleasure and redefine wellness culture.
Additional images of both pop-ups can be found here.
