Playground (company)

Last updated
Playground For All, Inc.
Playground
Type Private
FoundedMay 2022;1 year ago (2022-05)
FoundersCatherine Magee (CEO)
Sandy Vukovic ( CPO)
Christina Aguilera ( CBA)
Headquarters San Francisco Bay Area, California,
U.S.
Products Personal lubricants
Website helloplayground.com

Playground is an American sexual wellness company headquartered in San Francisco Bay Area, California. Founded in May 2022 by Catherine Magee, Sandy Vukovic, and Christina Aguilera, it manufactures vegan personal lubricants whose products became the first in its category with Food and Drugs Administration (FDA) approval.

Contents

History

Co-founder Christina Aguilera was announced as chief brand advisor in March 2023. Christina Aguilera for Allure, November 2022.png
Co-founder Christina Aguilera was announced as chief brand advisor in March 2023.

Playground For All, Inc. was founded in May 2022 by Catherine Magee, Sandy Vukovic, and Christina Aguilera. [1] Headquartered in San Francisco Bay Area, California, it manufactures personal lubricants with plant-based ingredients, as well incorporate skin care elements to its composition. [2] [3] Aiming to bring Playground to sexual wellness market, it received participation from executives and founders of digitally native consumer brands in both San Francisco and New York City, including Jennife Goldfarb—chairman of the board of Ipsy—which initially served as business advisor. [4] In September 2022, Emily Morse became chief sexologist at the company's Sex and Wellness Council to "encourage women to embrace sexual health as an essential part of their overall wellness". [5]

In March 2023, Aguilera was announced as chief brand advisor (CBA) to "champion the brand's mission to create an open dialogue around sexual wellness". [6] In an interview with Rolling Stone , she stated about the company and her work as CBA: "I continue to encourage women to feel empowered while owning every aspect of themselves, and to treat sexual wellness as part of a regular self-care routine [...] I'm thrilled to be part of a woman-owned business, and building a brand where women can recognize a product that is speaking to them". [7] Magee and Vukovic eventually completed the team as chief executive officer (CEO) and chief product officer (CPO), respectively. [8]

Products

Conception and package

Playground manufactures vegan and water-based lubricants, whose products combines three adaptogens: ashwagandha, black cohosh, and horny goat weed. [9] Each lubricant eventually mixes vitamin E, hyaluronic acid and bamboo extract in its composition aiming hydrating and soothing benefits, which eventually became the brand's "key differentiator", according Women's Wear Daily . [10] [11] The brand's developing ingredients was selected "to arouse the five senses and erogenous zones to amplify a woman's mood, mind and libido". [1] As of May 2023, Playground remained as the only personal lubricant company approved by Food and Drug Administration (FDA). [12]

Known as "the most sustainable packaging in the personal lubricant market", [13] the brand mainly use post-consumer recycled material (PCR) for its packaging, including 50% PCR to each of its bottle and cap, while its boxes features 30% post-consumer waste. [14] [15] Regarding its shipments, the packaging were made with 100% recyclable material. [7] Sara Spruch-Feiner, editor form Glossy , called Playground's packaging as "design-forward", [16] as well described as the "best lube for discretion" by Refinery29 . [17] Co-founder Christina Aguilera highlighted its "pretty and soft" light pink bottle, pointing it as "something you can aesthetically feel good about putting on your nightstand". [10]

Line

The brand currently sells the following varieties: [18]

Business

Marketing

Serving as the launch video of the brand, a one-minute recording titled "Pillow Talk" was released on March 30, 2023. It featured Playground's founders and a brief talk with Emily Morse. [19] In April 2023, co-founder Christina Aguilera promoted the brand during an interview to Call Her Daddy , a Spotify podcast presented by Alexandra Cooper. [20] Aguilera also promoted the products with numerous posts on her Instagram page, in addition to sharing with her followers that Date Night was her personal favorite scent. [14] [21] Playground's lubricant line also appeared as recommendations in Allure and Rolling Stone magazine issues. [22] [7]

Sales

The distribution of Playground's products was led by Amazon; in April 2023, it launched at Urban Outfitters. [16] According to reports by the fashion and beauty trade journal, Women's Wear Daily , industry sources estimate the brand will amass $5 million in sales in 2023. [10]

Reception

Reviews

Cosmopolitan columnist Veronica Lopez praised Love Sesh due its "adaptogens that enhance pleasure", as well highlighted its "cute" package. [23] Writing for Women's Health , Lydia Wang shared the same point of view, calling it "best overall lube for sensitive skin", pointing its anti-inflammatory ingredient and "plant-based citric acid". [24] Joseph Cheatham from Men's Health called Mini Escape as "a lube to soak up the fantasy". Cheatham also pointed its "smooth-as-hell formula" and "ultra hydrating" ingredients. [25] In a review for Hypebae , Gigi Fong highlighted the brand's product "thicker consistency and smoother slip", as well recommended After Hours for its "most divine essence of vanilla and champagne". [26] Glamour also recommended After Hours scent, praising it for "lasts so long and smells amazing", in addition to don't "get at all sticky". [27]

Editors from Refinery29 ranked Love Sesh among the 14 Best Lubes based on Amazon's reviewers, [17] as well included Date Night on the Best Flavored Lubes' list, highlighting its "mimic natural lubrication". [28] Prevention columnist Christie Calucchia called After Hours as "very subtle, woody, slightly sweet blend", although considering its price and glycerin in its composition as a "con". [29] Writing for InsideHook, Logan Mahan described Playground's design as "adorable [...] the directive component of their lubricants is clever and fun". However, Mahan was negative for it "get sticky as hell if you're not reapplying it frequently". [30]

Awards and accolades

Love Sesh won the award for Best Water-Based at the 2023 Cosmopolitan's Lube Awards, [23] in addition to being listed in the magazine's 17 Best Lubricant for Women. [31] After Hours also was named Best Scent on Glamour 's and Prevention 's Top Picks lists. [32] [29] Date Night was eventually ranked among the Best Flavored Lubes according Refinery29 . [28] Mini Escape also placed on Men's Health 's Best Flavored Lubes list. [25]

See also

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References

  1. 1 2 "Playground Launches Clean Sexual Wellness Brand Intentionally Formulated for Women". PR Newswire . Retrieved 30 September 2023.
  2. ↑ "Playground Launches Its Debut Collection Lubricants". Yahoo! Finance . Retrieved 30 September 2023.
  3. ↑ "Playground Announces Christina Aguilea as Co-Founder and Chief Brand Advisor". Yahoo! Finance . Retrieved 30 September 2023.
  4. ↑ Claire McCormack (24 May 2022). "New Sexual Wellness Brand Playground Creates Lubricants to Enhance Different Sexual Sensations". Beauty Independent. Retrieved 30 September 2023.
  5. ↑ "Playground Launches Sex and Wellness Council and Names Dr. Emily Morse as Chief Sexologist". PR Newswire . Retrieved 30 September 2023.
  6. ↑ "Christina Aguilera Joins Sexual Wellness Brand Playground to 'Shift the Narrative Around Female Sexuality'". The New Zealand Herald . Retrieved 30 September 2023.
  7. 1 2 3 Tim Chan (28 March 2023). "Dreamy In a Bottle: Christina Aguilera Announced As Co-Founder of Lube and Intimacy Products Brand". Rolling Stone . Retrieved 30 September 2023.
  8. ↑ "Playground Launches Sex and Wellness Council and Names Dr. Emily Morse as Chief Sexologist". WHO-DT . Retrieved 30 September 2023.
  9. ↑ Charlotte Lewis (28 March 2023). "Christina Aguilera Co-Founder Playground Lubricants". Refinery29 . Retrieved 30 September 2023.
  10. 1 2 3 Emily Burns (28 March 2023). "Christina Aguilera Joins Sexual Wellness Brand Playground for Official Launch". Women's Wear Daily . Retrieved 30 September 2023.
  11. ↑ Hannah Southwick (28 March 2023). "Christina Aguilera Joins Sexual Wellness Brand Playground". PageSix . Retrieved 30 September 2023.
  12. ↑ Jeff Conway (28 March 2023). "Christina Aguilera Reflects On Her Career, Motherhood and How She Looks to Empower Women Today". Forbes . Retrieved 30 September 2023.
  13. ↑ "Playground Announces Christina Aguilera as Co-Founder and Chief Brand Advisor". PRNewswire . Retrieved 30 September 2023.
  14. 1 2 Gil Kaufman (29 March 2023). "Christina Aguilera Chief Brand Advisor for Playground Lube Line". Billboard . Retrieved 30 September 2023.
  15. ↑ TJRadio (29 March 2023). "Genie in a Bottle: Christina Aguilera Named Co-Founder, Chief Brand Advisor for Sexual Wellness Company". KSTP-FM . Retrieved 30 September 2023.
  16. 1 2 Sara Spruch-Feiner (28 March 2023). "Christina Aguilera Joins Playground Lube to Champion Sex Positivity". Glossy . Retrieved 30 September 2023.
  17. 1 2 Charlotte Lewis (7 July 2023). "11 Lubes on Amazon Reviewers Love for Every Sensation". Refinery29 . Retrieved 30 September 2023.
  18. ↑ Sarah Maberry (28 March 2023). "Christina Aguilera Has Always Been a Big Lube Girl". Cosmopolitan . Retrieved 30 September 2023.
  19. ↑ Bianca Wooden (30 March 2023). "Christina Aguilera Is Now the Co-Founder of a Lube Brand". Rare . Retrieved 30 September 2023.
  20. ↑ Christopher Luu (5 April 2023). "Of Course Christina Aguilera Has the Sex Advice We All Want to Hear". InStyle . Retrieved 30 September 2023.
  21. ↑ Lester Fabian Brathwaite (28 March 2023). "Christina Aguilera Co-Founded Own Lube Brand". Entertainment Weekly . Retrieved 30 September 2023.
  22. ↑ Brennan Kilbane (28 March 2023). "Christina Aguilera Opens Up About Dealing with "Male Opinions" of Her Sexuality at a Young Age". Allure . Retrieved 30 September 2023.
  23. 1 2 Veronica Lopez (28 March 2023). "Cosmopolitan's Lube Awards: Best Lube Products 2023". Cosmopolitan . Retrieved 30 September 2023.
  24. ↑ Lydia Wang (10 March 2023). "12 Best Lubes for Sensitive Skin, According to Gynecologists". Women's Health . Retrieved 30 September 2023.
  25. 1 2 Joseph Cheatham (14 August 2023). "The Best Flavored Lubes Will Make Oral Sex Even Better, According to Sex Experts". Men's Health . Retrieved 30 September 2023.
  26. ↑ Gigi Fong (22 June 2022). "Water-Based v. Oil Lubricants: When to Use Which". Hypebae . Retrieved 30 September 2023.
  27. ↑ Gina Vaynshteyn, Jake Smith (26 April 2023). "9 Best Lubricants for Menopause Dryness, According to Experts 2023". Glamour . Retrieved 30 September 2023.
  28. 1 2 Kimberly Truong (21 April 2023). "11 Best Flavored Lubes That Will Spice Up Your Sex Life". Refinery29 . Retrieved 30 September 2023.
  29. 1 2 Christie Calucchia (18 April 2023). "11 Best Flavored Lubes for Tastier Oral Sex". Prevention . Retrieved 30 September 2023.
  30. ↑ Logan Mahan (25 August 2022). "I Tried 26 Sexual Wellness Products. Here's What Worked". InsideHook . Retrieved 30 September 2023.
  31. ↑ Corinne Sullivan (1 February 2023). "17 Best Lubricant for Women". Cosmopolitan . Retrieved 30 September 2023.
  32. ↑ Jake Smith (20 January 2023). "17 Best Lubricants for Women in 2023: Personal Lube Buying Guide". Glamour . Retrieved 30 September 2023.
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