LifeStyles introduces gender-inclusive condom conversation

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LifeStyles introduces gender-inclusive condom conversation

By Michael Johnsen - 12/14/2017
According to a recent study conducted by Iselin, N.J.-based LifeStyles, 63% of people believe it is not acceptable for women to be as sexually active as men. However, women represent 50% of the condom market. So why do condom companies only focus on speaking to men while objectifying and leaving women out of the conversation?

Enter LifeStyles, a global leader in the sexual wellness sector who recently launched "Equal Play," a campaign aimed at rethinking the way condom companies include women in the conversation of sexual health. For the video series, LifeStyles partnered with clinical sexologist, Rena McDaniel, to serve as the moderator for a frank discussion about the sexual health of all women, regardless of race, gender identity or sexual orientation.

“Instead of omitting women from the condom conversation and ignoring women who take control of their sexual lives and health, our industry should be seeking out ways to elevate women, listen to women and encourage women to be empowered and in control of their sexuality and sexual health,” stated Carol Carrozza, vice president of marketing, North America for LifeStyles. “Our hope at LifeStyles is that by launching campaigns such as 'Equal Play,' we start a conversation and support each and every woman in doing just that.”

Starting in December, LifeStyles will release the "Equal Play" video discussions covering a range of topics, from women’s frustrations with condom marketing, to flaws in our country’s sex-education programs, to debunking myths about women and sex.

“Our various pleasure lines may be designed to please men or women in a particular way, but our mission and messaging is equal across the board – that being smart is being sexy,” added Jeyan Heper, CEO of LifeStyles. “Equal Play and the conversations to follow show that it’s time do away with the stigmas and taboos that are still fed to consumers, even by sexual wellness companies themselves.

In just 12 hours, LifeStyles hosted Rena McDaniel and a panel of six diverse women to create the series, which sheds light on some of the most pressing topics in sexual health – from the judgment women face when purchasing condoms, to expressing sexuality and being addressed as equals.

 

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