Xtina launches intimacy hotline

Look away pearl-clutchers, this story may not be for you.

In 2023, Christina Aguilera joined as co-founder and chief brand advisor to Playground. A sexual wellness brand, Playground's focused on stripping away stigma and starting the conversations many of us are too afraid to have.

Last week, as an extension of Playground, Xtina launched a hotline to encourage open conversations around sexual wellness.

The hotline comes alongside the launch of one of the brand's new intimate lubricant products named ‘Pillow Talk.’ (missed opportunity to use Genie In a Bottle, but hey, what do I know.)

Xtina calls this campaign 'Inspiring,' and one that 'encompasses everything [she] has always believed in about sex and sexual health.'

'This campaign speaks directly to women, encouraging better conversations,' said Aguilera.

But it's not just about having those conversations. 1% of net revenue goes to non-profits like the Center for Intimacy Justice.

After all, Xtina knows what a girl wants – and that’s open discussions about sexual health.

However, call the hotline at your own risk. According to the The Sun, these tips aren’t for the faint-hearted, calling the hotline 'raunchy but feminist.'

(Guess Xtina wasn’t playing when she made 'Dirrty' all those years ago, huh?)

But Xtina isn’t the only one pushing the conversation forward for women. The sexual wellness category has recently boomed across the globe and is poised to grow from $32.2B to $64.3B by 2030. 

We’re witnessing a sexual revolution.

Culturally, we are becoming more sex positive. Gone are the days where it’s shameful and taboo to talk about. Even big names like Sephora and David Jones are in for the cause.

The growth we’re seeing can be attributed to increased awareness and acceptance of sexual health. But it also correlates to the popularity of wellness and self-care.

It’s no secret that consumers have increasingly prioritised their physical and mental health over the last few years. So, naturally, sexual wellness is an extension of that.

The idea that sex sells is nothing new.

Nobody is guessing why 50 Shades of Grey grossed $248 million on opening weekend.

But the shift in perception toward a healthier, more open and sex-positive society marks a new era. And there are opportunities for brands to join the conversation (if they want to, that is).

Brands operating in the beauty and personal care space have a much easier opportunity to chime in.

However, there’s no reason other brands can’t make a start by:

• Being a safe space. We've gotten super comfortable discussing mental and physical health. But when it comes to the sexual side of things, it remains a struggle for many. Just like Xtina has, brands can strengthen their relationships with customers by offering practical advice on how to openly discuss sexual relationships.

• Creating community. If you find joining in the sexual revolution as uhh… awkward as your first time, partner with sexual health experts, influencers and advocates in your local community. This will give you invaluable insight into the world you’re trying to navigate, while shining a light on their efforts.

• Educate! Create and share educational content that destigmatises the topic and presents it in an approachable format. Just make sure your information is from a reliable source. 

Now, go forth and get weird, my little freaks xx

-Sophie, Writer