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#normalizelubepjur is focusing on female pleasure

Wasserbillig/Luxembourg, February 2021. pjur’s newest campaign aims to normalize personal lubricant use. To do so, women should explore their own desires, listen to what their body is saying and communicate their needs openly. Because then the use of lubricant would be more normal. pjur offers premium personal lubricants with the mission to support people on their way to a more fulfilling sex life. #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. Or we wait and somehow expect our partners to figure out what it is we want." Therefore, empowering women to explore their own body and sexual desire 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: 67% of women have experienced dryness in their intimate area
Dryness can be caused by a wide range of factors. It can be linked to the menstrual cycle or it could be that your mind is not getting turned on "quickly" enough. It can also be caused by stress or hormones (due to pregnancy, childbirth or the menopause, for example). Personal lubricant is often still considered a tabu. This stems from the stigma that women must have physical or emotional issues if their bodies do not produce enough natural lubricant.

Speak openly about your desires and needs
No one likes talking about problems. And when it comes to intimate subjects such as sex, dryness (and any related discomfort) or problems with our sex lives, we often feel ashamed too. An open conversation about your (physical) needs with your partner, a good friend or even with a doctor you trust, can help to address uncertainties with your own body.

Use lube with confidence
Personal lubricant can help support the wellbeing by taking away the pressure to produce natural lubrication and allowing women to stop worrying about dryness. pjur wants to encour-age all women to feel confident enough to use personal lubricant whenever they want to.

Product recommendation*:
• pjur WOMAN: Silky-smooth, silicone-based personal lubricant – long-lasting lubrica-tion, pleasant consistency, leaves the skin feeling silky smooth, not sticky. Also suita-ble for erotic massages and masturbation.
• pjur WOMAN Nude: Natural water-based personal lubricant without glycerin – free from preservatives and parabens. Suitable for sensitive skin.
• pjur WOMAN Aloe: Moisturising, water-based personal lubricant with aloe vera. Com-patible with sex toys. Easy to wipe off, does not leave behind marks.

*availability varies by market

More about the campaign:

More about pjur:

About pjur (pronounced “pure”)
pjur group has its headquarters in Wasserbillig, Luxembourg and is an international company whose products are sold in over 70 countries on five continents. The portfolio comprises more than 60 innovative products in different product categories, including lubricants on silicone and water basis, stimulation and delay products as well as special scene products and hygiene products.

Contact for journalists:
pjur group Luxembourg S.A.
Johanna Höllriegl
Global PR & Communications Manager
+352 74 89 89 - 53

Background information on personal lubricants:

Why should one use a personal lubricant?

Personal lubricant moisturises the intimate area. It can stop pain caused by excessive friction from dryness, for example. Lubricant is also the ideal accompaniment for your fantasies: From pleasurable foreplay through massages to masturbation with sex toys and anal play.

Can personal lubricants help with vaginal dryness?
Regular use of personal lubricant can help relieve the symptoms of vaginal dryness. pjur per-sonal lubricants undergo multiples tests and are certified as medical devices. They are com-pletely skin compatible and do not contain any flavourings or perfumes. This is why they are also recommended by gynaecologists to help relieve vaginal dryness.

Can pjur personal lubricants be used with condoms?
Yes. All pjur personal lubricants undergo a condom test. So you can be sure that all pjur per-sonal lubricants are also compatible with latex condoms.

What is the difference between water- and silicone-based personal lubricants?
pjur's silicone-based personal lubricants provide long-lasting moisture and lubrication. They have a pleasant consistency and leave the skin feeling silky smooth, not sticky. They do not contain preservatives, are highly skin compatible and free from flavours and perfumes.
Water-based personal lubricants are absorbed into the top layers of skin and have to be reap-plied more often when required. However, they are also easy to wipe off and suitable for use with all sex toys. They can also contain nurturing ingredients such as aloe vera.

Which pjur product should I choose if I regularly suffer from fungal infections?
For women who suffer from recurring fungal infections, we recommend products that do not contain glycerin as this ingredient can promote bacteria growth. Products here include our silicone-based pjur WOMAN or our water-based pjur WOMAN Nude.

Where can I buy pjur products?
pjur products are available in online shops, such as the pjur online shop, on Amazon, from online specialist erotic stores as well as in brick-and-mortar stores.