With the increasing appreciation of women’s position in society and control over their own lives, the female role has evolved, especially in relation to sexual freedom. In response to this change and the growing desire for self-knowledge, Loungerie has launched its new line of erotic products, Loveplay.
Loveplay’s campaign invites women to explore their desires, positioning the brand as an ally in the process of self-discovery, whether alone or with someone else. The line offers a variety of products, from basic to more daring options.
“We developed the entire campaign with the goal of breaking taboos around female sexuality, highlighting that sexual pleasure is a fundamental part of well-being and self-knowledge. Rather than limiting itself to stereotypes or preconceived ideas, the Loveplay brand positions itself as a natural extension of the beauty and wellness categories. Our communication seeks to normalize the dialogue about pleasure, promoting a healthy and balanced approach that celebrates freedom and self-expression,” says Patrícia Elias, marketing director at Loungerie.
Created by the Bonitagê agency, the campaign pieces are set in intimate spaces, such as bedrooms and bathrooms, where the models hold the products naturally, conveying well-being and satisfaction. The lighting reflects the brand’s colors, creating a welcoming environment.
Loveplay presents three product categories: Toys, Cosmetics and Accessories, with clear information to ensure a hassle-free experience. The campaign photos and videos will be launched in September on Loungerie’s digital channels and physical stores throughout Brazil.
