The end of July marks a significant and satisfying calendar day that everyone should celebrate – National Orgasm Day. To honour the day, luxurious intimate lifestyle brand LELO UK is opening up a photo booth in Central London to encourage people to capture their final fake ‘O’ face.

The LELO UK ‘O’ Face photo-booth, which launches for one day only on the 31st July, has been installed for people to celebrate the faces they make when that monumental feeling hits and they reach orgasm, but also to steer them away from faking ever again. Visitors will be rewarded with a print out of their photos with their faces during the height of passion alongside the brands famous Hex condoms and personal moisturiser.

The photo booth is opening following research conducted by LELO UK which reveals that 64% of Brits admit that they’ve faked orgasms in the past. Within this group, nearly half of respondents (49%) admitted that they’ve faked due to feeling self-conscious.

LELO UK want people to not feel as though that they have to fake when it comes to the bedroom, instead they want to encourage as many people as possible to show off their ‘O’ face and to be rewarded for it, not embarrassed. After all, it’s one of the most pleasurable moments we have, so why not fully embrace the feeling?

The research also revealed that those who often feel self-conscious about the faces they make during sex are the least likely to reach climax during sex, with over half (51%) of those often feeling self-conscious about the faces that they make in bed only managing to reach orgasm less than half of the times that they have sex.

Kate Moyle, LELO UK’s sex expert and Psychosexual and Relationship expert on BBC’s Sex On The Couch says: “People have been faking orgasms for too long, and a big part of the problem is that we still have a long way to go in normalising the conversation around sex. Many people feel under pressure to fake orgasms as they feel their partner will expect it, and that’s because we don’t have and aren’t given a solid education around more realistic expectations of sex.

We really hope that this photo booth will play a part in getting the conversation moving about sex, sexual pleasure and orgasm, breaking down the stigma of ‘faking it’ and helping people to work out how to be responsible for their own pleasure and enjoy sex more, with no more fake O faces needed.”