Coco de Mer: #RevealYourPleasure

Coco de Mer, home of luxury lingerie and erotica, launches a social movement with the new 'Reveal Your Pleasure' creative commerce campaign from VMLY&R COMMERCE UK. The ambition is to remove censorship of female pleasure and shine a light on the power of female sensuality and sensual self-expression. The campaign breaks across the UK this autumn. Coco de Mer has a strong narrative around championing female pleasure but the story has been difficult to tell because conversations remain blocked by social media platforms. From art to culture, education to pornography, the female perspective on pleasure continues to take a back seat.
The #RevealYourPleasure campaign is driven by a social commerce and ecommerce strategy: anchored in AR, influencer marketing, DM, in-store and PR. The movement taps into Instagram inviting women to share all things that bring them pleasure via hashtag #RevealYourPleasure. While a #RevealYourPleasure Gallery will feature on the Coco de Mer platform for momentum. Recruitment of global female influencers who champion sexual wellness and female pleasure are being enlisted for support. Each has received a copy of The Awakening by Kate Chopin. The book, written in 1889, tells a story of pleasure from a female perspective. It was seen as a landmark piece of early feminism, condemned for being too explicit and removed from library shelves. Inside each book is an encrypted bookmark. By holding a mobile phone over the bookmark, words from The Awakening are revealed using BlippAR augmented reality technology, providing a gateway to tell the Coco de Mer brand story.