Bluebella launches consumer survey and Valentine’s Community Campaign

This survey brings to life Bluebella’s ethos as championing women’s confidence is central to everything the brand does, and this study reflects Bluebella’s ongoing commitment to listening to – and designing for – women. As part of the survey Bluebella gathered responses from over 1,500 women globally, creating a data-led and community-driven campaign that reframes lingerie not as performance, but as an act of self-expression, confidence and self-love.

The findings challenge existing narratives around intimacy and highlight how lingerie plays a meaningful role in wellbeing, pleasure and identity across different life stages. Bluebella will also publish the survey results via Open Access, ensuring the research can be used as a long-term resource for educators, students and the wider community.

The visual campaign for Valentines brings together voices from across the Bluebella community, alongside a wider group of influential women who speak openly about their personal experiences of sensuality, sexuality and desire at key points within their lives. Please see some key insights from the survey below and full press release along with a summary sheet of key findings:

• Self-Affirmation Over Performance: Lingerie is increasingly viewed as an internal practice for self-worth rather than a performance for others. 34.5% of respondents wear it for “self-love,” and 23% wear it to “boost confidence”
• Pleasure and Satisfaction: There is a direct link between the frequency of lingerie purchases and higher sexual satisfaction. Pleasure scores generally peak for those aged 50+ (5.45 out of 6)
• Life Milestones: Major life events significantly impact sensuality. For instance, participants with children are more likely to buy lingerie monthly compared to those without, often as a form of “self-reclamation”

• LGBTQ+ Insights: LGTBQ+ customers tend to purchase lingerie in monthly cycles (compared to quarterly for heterosexual customers) and view it more as an expression of personal style and body celebration
• Sensual Triggers: Most participants (82.3%) feel most sensual during intimate physical contact like cuddling or massage, followed by wearing appealing textures like silk (67.6%)