opinion

Details Matter: Manufacturers Bank on Fresh Designs

The adult novelty industry is, from all accounts, a saturated marketplace that requires every manufacturer to stay on top of the latest trends while trying to forge ahead in a constant attempt to gain even the slightest advantage on their competitors.

This year that translates into new variations of pink and purple, the perennial bestselling colors for women’s novelties, and new types of silicone materials. However, it is the adeptness with which the industry has embraced the Internet as a medium to communicate their brand messages directly to retailers and consumers that is perhaps the most important development of the year.

A vibrator is a vibrator, unless of course the vibrator has a story attached to it. Then it becomes more. — Chad Braverman, Doc Johnson

Whether it be posting new items on Twitter or building a company website that includes multimedia offerings that flesh out product themes, the novelty industry has gone digital.

The incredible popularity of the “50 Shades of Grey” book featuring a young woman who enters a BDSM relationship has gotten the novelty world buzzing with excitement.

“The first book in the series has struck a chord with women all over the world,” Susan Colvin, founder of Cal Exotics, said. “It has introduced newcomers to the amazing world of sex toys that can be compared to that watershed moment when they showed the rabbit vibe on ‘Sex and the City.’”

Of course, when it comes to adult novelties, it’s not grey but pink and purple that reign supreme, a status those colors will likely always enjoy. But there’s always room for a new a variant of the standards.

JOPEN created a unique pink-purple blend for its Vanity line, appropriately dubbed “Vanity-Fuchsia,” that has been well received by women according to Jackie White, JOPEN’s vice president of sales.

“So while pink may never completely go out of style, variations of pink and purple will always be introduced to the market,” White told XBIZ.

However, manufacturers have to keep in mind that the materials they use might change the look of a color. Jon Lin, global sales manager at Extase, cautions that pink doesn’t work as well with some types of silicone products. “Some silicone pink colors appears to be too fleshylooking and it’s a turn-off to some,” Lin said.

The solution at Extase, which plans on revealing a new silicone material at ANME, is magenta. “Magenta and Purple seem to do the best for both male and female products,” Lin noted.

And speaking of silicone, the non-porous, phthalate-free material continues to enjoy popularity amongst adult novelty manufacturers. Why?

“It is simply the best material in the world,” explained Doc Johnson COO Chad Braverman. “It’s getting easier to work with on a manufacturing level and is becoming a lot more price-competitive.” With that in mind, Doc Johnson is expanding its existing silicone product lines such as their sleek Platinum Silicone collection.

Classic Erotica is excited about a new type of body massage gel they are introducing in their Heart’s Desire Gel Together Massage Gel. The gel melts at body temperature, meaning that it literally melts in your hand. “It liquefies to sensual oil with each loving touch, which allows for the benefits of an oil massage without the mess,” Classic Erotica Marketing Coordinator Cassandra Kirkley said.

The Internet isn’t just a place for adult video producers to repurpose their movies as Internet “content” for an additional revenue stream. It’s become an important medium for marketing adult novelties because even though mainstream magazines and television shows occasionally cover adult novelty products, those opportunities aren’t as plentiful as those that exist online. The ways that adult novelty companies develop their online presence is as varied as the range of adult novelty products that they produce.

Social media networks like Facebook and Twitter are favorites within the adult novelty community, although care must be taken to keep risqué content away from minors. Kevin Johnson, public relations manager at Pipedream Products, observes that his company maintains a presence on all of the popular social media sites.

“We make something for just about every lifestyle so we try to post content that will interest the wide range of people who follow us in the new media age,” Johnson said, noting that the content posted varies from site to site, in part for variety, but also because of different standards these sites have. “As a general rule, Facebook is PG-13, Twitter is NC-17 and Tumblr dips into the X-rated territory.”

The Screaming O uses Facebook and Twitter to make the most of their “real world” marketing events, posting photos from ladies nights, in-store events, Screaming O Stage Shows and a variety of mainstream parties and festivals they co-sponsor.

“We never post anything that might be deemed inappropriate to younger viewers,” Screaming O partner Keith Caggiano said. “The Screaming O is as socially sensible as we are creatively conscious and as our reputation online has grown, so has our awareness of the power of the Internet.”

Another approach is to build your own community. Earlier this year CalExotics introduced Club-CalExotics.com, an online community that provides a platform for people to discuss products, sexuality, sexual wellness, and more, in a sharing and caring environment. Videos and podcasts featuring CalExotics resident sexperts, Ryan and Jessica, are among the sites most popular features.

Doc Johnson has taken the same concept of content-rich multimedia website in a different direction. Their new Wonderland line of silicone vibes is inspired by “Alice in Wonderland.” The line’s vibes each represent a different character from the book, a theme that is evident in the design of the vibes, as well as their packaging, and the Wonderland page on DocJohnson.com, which hosts videos that highlight the fantasy aspect of the theme. “We’ve truly embraced the art of telling a story and marketing a product around a fully-realized theme, not just around how many functions it has,” Braverman said, noting that in a saturated marketplace, “a vibrator is a vibrator, unless of course the vibrator has a story attached to it. Then it becomes more.”

Related:  

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

How History Drives Marketing Strategies Today

Thanks to the efforts of activists, sex educators and members of marginalized communities, products like sex toys, lubricants and adult films have become much less stigmatized, and much more visible and accepted in the public sphere today.

Hail Groo ·
opinion

BAFTA Nominations Highlights Importance of Gender-Neutrality

While the Brit Awards have paved the way for gender inclusivity by introducing gender-neutral award categories, it has recently been confirmed that the British Academy of Film and Television Arts (BAFTA) awards will not follow suit.

Scarlett Ward ·
opinion

How to Explain Wax Play to Shoppers

When it comes to candles in the bedroom, most folks think of them as a great way to create a sexy ambiance. For folks who enjoy wax play, however, candles are also a kinky way to heat things up. While it may sound daunting to the uninitiated — because, you know, fire and hot dripping wax — wax play can be a fun and accessible sensation-play option, as well as an excellent intro to BDSM.

Rebecca Weinberg ·
trends

An Inside Look at the Decision-Making Process of Expert Merchandisers

Buyers in the sexual wellness industry bear a weighty responsibility. They must strike the perfect balance between meeting customers’ demonstrated needs with tried-and-true products, and staying on top of the latest trends — and that is only scratching the surface.

profile

WIA Profile: Catherine Corsaro

As director of product training and information for JO parent company CC Wellness, Corsaro oversees all sexual health and product education from the company’s Valencia, California headquarters, including training new reps who may have never touched a bottle of lube until their first day on the job.

Women In Adult ·
profile

Novum Veteran Executive Team Leverages Expertise to Grow Brand

Novum Brands may be relatively new on the sex toy scene, but there’s nothing green about George Gatziaris and Vadim Daysudov, who together founded, own and helm the business.

Colleen Godin ·
opinion

Al and Michele Harrington Discuss Vision for Pleasure Brand Love Verb

Former NBA player Al Harrington has matched his success on the hardwood with equally impressive accomplishments in the business world, including creating cannabis company Viola. Now, Harrington and his wife, Michele, have expanded their business portfolio with Love Verb, a venture aimed at enhancing couples’ intimacy through a variety of pleasure products.

Quinton Bellamie ·
opinion

A Look at the Benefits of AI for Optimizing Retail Operations

In the ever-evolving landscape of retail tech, staying ahead of the curve is not just advantageous — it’s mandatory for survival. Currently, small-to-midsize retailers face an unprecedented opportunity to leverage artificial intelligence (AI) features to gain an advantage, enhance employee productivity and optimize operations.

Sean Quinn ·
opinion

Boosting Visibility for Female Sexual Dysfunction Products to Overcome Stigma

It is undeniable that sexual wellness has entered the mainstream, and the market is expected to expand. Many of those sales are driven by women, who have become more empowered than ever to buy sex toys and accessories — especially since the COVID-19 pandemic, when a significant consumer uptick made this shopping category more lucrative than ever.

Naima Karp ·
opinion

Tips for Making the Most of In-Store Marketing

When it comes to brick-and-mortar retail, getting shoppers in the door is only the beginning. Once they are inside, catching their eye and getting them to open their wallets is a whole other ballgame — both for retailers, who want shoppers to spend as much money as possible in their stores, and for manufacturers, who want that money spent on their products specifically.

Rebecca Weinberg ·
Show More