PURE App Launches “Pleasure is Power” Campaign in London and Paris
PURE is expanding its “Pleasure is Power” campaign to London and Paris this spring. The six-week city-wide initiative follows successful activations in New York and Los Angeles last year.
The London leg begins on April 2, 2026, targeting boroughs with high user concentration, including Westminster, Tower Hamlets, Lambeth, and Hackney. Planned events include partnerships with Klub Verboten on April 10 and One Night Parties on May 17. In Paris, the campaign starts on April 9 and will appear near the Louvre, Hôtel de Ville, and Buttes-Montmartre, with events at Le Mazette throughout April and May.
The campaign aims to move beyond traditional app marketing by creating real-world experiences. PURE’s previous Paris campaign in 2025 led to a 20% increase in local registrations, while the US rollout generated 42 million impressions and boosted registrations in New York and Los Angeles by 10%.
PURE positions itself as an alternative to mainstream swipe-based apps, emphasizing a feed-based design that gives users more control. The company reported strong growth in 2025, with $100 million in annual gross revenue, 95% year-over-year registration growth, and 46% revenue growth. This performance contrasts with declines reported by larger competitors like Tinder and Bumble during the same period.
Safety remains a central focus. A recent PURE survey of 1,500 Gen Z Americans found that 44.6% rank safety and trustworthiness as their top priority when choosing a partner. The app offers features such as screenshot blocking, 24-hour disappearing chats, AI-powered content moderation, explicit photo blurring, photo verification, and age verification.
According to PURE’s Head of Trust & Safety, Vicki Rool, the platform is designed to let users, particularly women and Gen Z, explore connections on their own terms within a consent-forward environment. This European campaign is an attempt to push users to more offline activations without compromising their trust and safety.
