Christina Aguilera is joining sexual wellness brand Playground as a cofounder and chief brand adviser as it enters into official launch mode.
. While some celebs have faced backlash, Aguilera is supportive of other players in the space and feels her authenticity will speak to consumers.
“I wanted to embrace this chapter of my life, fully coming together with a female-owned company. Honestly, everything about Playground resonates with me and pushing these conversations forward, now more than ever, I think it’s important,” Aguilera told WWD. “We all talk about our beauty routines and taking care of our faces, but, I mean, there’s nothing more important than what’s below the waist. It’s the epicenter of every woman.
The brand, which is marketed toward the “wellness-minded woman,” according to Magee, intentionally chose to start with water-based lubricants, which have grown nearly 5 percent year-over-year in search, according to data from Spate. As the category has been dominated by heritage brands, Playground chose to emphasize the multitasking benefits as a key differentiator. The product not only provides lubrication but hydrating and soothing benefits. It’s formulated with an adaptogen complex blend of fermented bamboo extract, ashwagandha, horny goat weed and black cohosh, which the brand claims will improve the user’s arousal.
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