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Press Release

Smart Is Sexy: LifeStyles® Introduces 'Equal Play' Campaign That Puts Women At The Center Of The Conversation

Posted on: 11 Dec 17
Smart Is Sexy: LifeStyles® Introduces 'Equal Play' Campaign That Puts Women At The Center Of The Conversation Series of Videos Aims to Destigmatize Female Sexuality and Start A Conversation About Sex Positivity

PR Newswire

ISELIN, N.J., Dec. 11, 2017

ISELIN, N.J., Dec. 11, 2017 /PRNewswire/ -- According to a recent study conducted by 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, MEd, LCPC, to serve as the moderator for a frank discussion about the sexuality, pleasure, and sexual health of all women, regardless of race, gender identity or sexual orientation.

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 – because in the end, it takes two to tango.

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. Hint: Men aren't the only ones who watch porn – women do too!

"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," says Carol Carrozza, VP 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."

From a line of premium condoms, lubricants and massagers, to the world's first non-latex polyisoprene condom with the creation of the SKYN brand, LifeStyles has been a long-time leader in the sexual wellness sector, and is committed to creating breakthrough products designed to protect and please all sexually active individuals.

"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," says 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."

To view videos from the Equal Play campaign, tune into and join the #EqualPlay conversation on social media at and

About LifeStyles Healthcare
LifeStyles has a history dating back to 1905 when Eric Ansell first started making condoms in Richmond Australia. Today, LifeStyles is a Global leader in the sexual wellness sector, comprising a broad range of condoms, personal lubricants and other related products. LifeStyles is the world's #2 condom company with leading latex brands such as LifeStyles®, Jissbon®, Manix®, Unimil®, Blowtex® and others, as well as the fast-growing, highly-innovative non-latex condom brand SKYN®. LifeStyles Healthcare was created on September 1 2017 when the consortium of Humanwell Healthcare & CITIC Capital private equity purchased the Sexual Wellness division from Ansell.

LifeStyles, ® and ™ are trademarks owned by LifeStyles Healthcare Pte Ltd. © 2017 LifeStyles Healthcare Pte Ltd

About Rena McDaniel 
Rena McDaniel, MEd, LCPC a Clinical Sexologist who works with folks feeling anxious and lost about a transition they're experiencing in sex, gender, sexual identity, or relationships. They want a queer-identified, trauma-informed professional to help them uncover more of who they are so they feel confident in their own skin. McDaniel provides folks with the support they need to go from feeling broken and alone to whole and part of a community.

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SOURCE LifeStyles

PR Newswire

Last updated on: 11/12/2017

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