Williams Trading article

Earlier this month, UK pop star Lily Allen announced that she had teamed up with premium sex toy company Womanizer to create her very own product, Liberty by Lily Allen, and to lead Womanizer’s #IMasturbate campaign as the brand’s Chief Liberation Officer. In just one week, the partnership and campaign has resulted in over 800 pieces of global media coverage across online, print, radio, and broadcast outlets, including features in top-tier North American publications including Rolling StoneInStyleShapeCNNUS Weekly, and People.   


In addition to the impressive volume of media attention, Lily also shared her new product and sent gifts to celebrity and influencer friends who were eager to share photos and stories with their fans. With over 40 posts from global influencers, Liberty by Lily Allen and the campaign created buzz with nearly 13 million followers on Instagram alone.

“There are many reasons for our excitement about this campaign, but one of them is reaching new audiences and introducing them to the modern sex toy industry,” says Johanna Rief, Head of Sexual Empowerment at Womanizer. “With such a high-profile celebrity partnership, Lily Allen and Womanizer have helped bring conversations about sex toys, masturbation, and pleasure to the forefront of a massive mainstream audience. As our Chief Liberation Officer, Lily Allen will continue to help us raise awareness for sex positivity and masturbation on a global scale.”

In her continuing quest to create a more open, sex-positive society, Allen has spent many months working with Womanizer to create her very own product, Liberty by Lily Allen.  Lily’s relationship with Womanizer began when she mentioned using their products in her Sunday Times best-selling memoir My Thoughts Exactly. Talking about discovering her own sexual pleasure while on the Sheezus tour, she wrote “And since you ask if I had to pick one vibrator above all the others, I recommend the Womanizer.”

Liberty by Lily Allen is available now from authorized Womanizer distributors and retails for $99 USD. Retailers can reach out to their WOW Tech representative for more details. For more information about the campaign, visit womanizer.com/lilyallen.  

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