I agree that I think it is natural for all kids to "explore" this particular area, as they do all the others.
What I did with my daughter is explain to her that I understood that she was doing it because it felt nice, but it was something that should be done in privacy. I then likened it to picking your nose, or farting loudly in public, just not a great thing to do when people can see you. As soon as I said the fart word it all became funny, rather than anything to worry about. I can honestly say I have not seen her do it since.
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