Fleshlight, Carmen Electra Partner to Launch Lube Collection

AUSTIN — Actress, dancer and sex symbol Carmen Electra has partnered up with Fleshlight to release Electra by Carmen Electra — a collection of three varieties of lubricant.

The female-centric line features formulas that are sensitive to women’s needs, and includes a water-based sensitive formula, a water-based "warming" formula and a water-based PH-balanced formula that contains aloe vera.

Electra by Carmen Electra will be marketed differently than Fleshlight, COO Brian Shubin told XBIZ.

“The line is manufactured by [Interactive Life Forms] and will be available through all of our outlets, however it’s more about catering to Carmen's audience,” he said. “We will be extending our brand into pharmacies and go more mainstream."

“We have been wanting to expand our female reach and Carmen is extremely popular among women,” Shubin said. “At 43 years old she’s incredibly sexy and edgy — she’s a rock star.”

Fleshlight, which often lands in mainstream and participates in major events such as Austin’s South by Southwest, felt a natural alignment with Electra, Shubin said.

“I’m pleasantly surprised that she [Electra] is all about it,” Shubin said. “It’s a product that she believes in and we’re happy to be a brand that she likes and can identify with.”

Electra had regular roles on “Baywatch” and the MTV's “Singled Out” in the late ‘90s then made the move to the big screen with starring roles in movies including “Scary Movie,” “Dirty Love,” “Cheaper by the Dozen 2” and “Meet the Spartans.”

The sex symbol also has a strong female fan base, to which she’s offered guidance on how to be sexy through the years. Electra has released a line of fitness DVDs, makeup and wrote the book, “How to Be Sexy.”

According to Shubin, Electra will use her celebrity status to promote the line throughout mainstream outlets. Electra by Carmen Electra lubricants are expected to arrive at retailers in about 8-10 weeks. A collection of lube for men is also set to be introduced in the future, Shubin said.

"I'm so excited to introduce everyone to my new line of lube,” Electra said. “Special PH balance for my ladies and you know I couldn't forget the boys either. Have fun [kiss Emoji.]"