trends

Manufacturers Discuss Approach to Lesbian Market

If necessity is the mother of invention, then the LGBTQ community is the mother of pleasure product innovation. As the old days of tacky packaging and toxic toys fall further into the past, lesbians have taken the lead in the evolution of sex toys. Spurred by discerning taste and a desire to create more than simple novelties, lesbian-driven manufacturers are tackling consumer needs in a revolutionary way. These entrepreneurs are addressing aspects of female anatomy and same-sex relationships that have been at best misunderstood and at worst ignored. The needs being fulfilled by the influx of such creative products are all at once simple yet complex. At their roots, satisfying those needs involves knowledge of women’s bodies at a scientific level, and that’s the easy part. The intangible, emotional aspects of lesbian relationships, however, go deeper than most generalist toy companies can fathom. It takes a genuine connection with lesbian consumers to create a product that satisfies every facet of lesbian sexuality.

Despite the now-obvious need for diversity, female designers, both lesbian and otherwise, were some of the first to truly consider how toys connect with the human body. When creating pleasurable experiences through products, one size almost never fits all. Understanding this concept for women, especially lesbians, requires a personal touch as well as a universal understanding for every letter of LGBTQ. “Preferences vary from person to person, as we all like different things, feelings, and tastes,” says Stephanie Berman, creator and CEO of The Semenette. This concept, despite its utter obviousness, is still somewhat new to the pleasure products industry. “Everyone’s sexual appetite is their own and some toys work for them, some do not, but that’s on an individual basis,” notes Metis Black, CEO of Tantus. Though Tantus doesn’t label itself as a lesbian-centered company, Black was among the short list of manufacturers who still took varying consumer desires into consideration as she built her business. “The Feeldoe, the original patented strapless strap-on, was created by a lesbian for her and her partner,” says Black of one of her most well-known designs. “The Feeldoe and the Realdoe are still some of our most sought-out items.”

Seeing yourself as finally properly represented is a feeling that is very hard to describe. When you can relate to and see yourself in a product’s art or advertising, it becomes way more personal. —Jack Morocco, Crave

Couples’ products aimed at straight partners aren’t new to the adult novelty industry. Several companies have opened doors for shared pleasure between men and women with wearable vibrators. Lesbian consumers, however, demand something a little more nuanced. “Not all designs seem to be aware of actual female anatomy, but when you find a company that does pay attention, like We-Vibe or Fun Factory, that can be an extra exciting stimulation,” says Jack Morocco, channel manager of Crave. Mainstream, straight-centric media often seems unable to wrap its proverbial head around two ladies having sex. “A lesbian is still a woman, and therefore, there’s a good chance she still likes penetrative sex … she just likes it strapped onto the body of another woman,” says Berman. Contrary to uninformed stereotypes, she corrects, “I think the biggest misconception about lesbian sex is that not all lesbians hate things that look realistic — in fact, some actually prefer their dildos to look like a penis!” Ask any lesbian in the adult novelty field and most will agree with Morocco and Berman. “Too often the mainstream understanding of lesbianism is just some straight dude’s bad, porn-fueled misconception of lesbian sex,” claims Morocco. It takes much more than a vague idea of female same-sex intercourse to successfully create and market a lesbian adult product. “Lesbian products are best marketed when done so by women who like having sex with women,” she says. “When the design is an accurate, realistic interpretation of lesbianism.”

Rarely, if ever, will you find a lesbian consumer seeking a generalized product. Design, marketing, and a company’s mission all play equal roles in presenting a product line that can genuinely communicate with the lesbian community. “Seeing yourself as finally properly represented is a feeling that is very hard to describe,” says Jack Morocco. “When you can relate to and see yourself in a product’s art or advertising, it becomes way more personal.” Simply put, lesbians aren’t interested in brands that don’t take their specific needs into consideration. Though it’s not unlikely that a lesbian couple will occasionally purchase a generic $10 vibrator, it’s doubtful that they’ll take enough notice to continue to support the vibe’s manufacturer. “The LGBTQ+ community is one that shows the most brand loyalty when products are marketed specifically to them,” says Berman. “It’s almost like showing solidarity for the community — we support brands that support us.” Berman understands her audience from a business and personal perspective. She used her pioneer product, The Semenette, which mimics ejaculation, to conceive her first child with her wife using donor sperm. “As a lesbian woman who created a product for lesbian couples to try and conceive, my initial marketing strategy was to solely focus on the obvious: lesbian couples,” Berman said. “I’m not some huge conglomerate that just calls itself ‘LGBT-friendly’ just to hit a certain demographic. I fully support the LGBTQ+ community, and try to give back any way I can.”

Regardless of where a manufacturer CEO or sales rep may fall on the Kinsey Scale, it’s most important to put heart and honesty into their products aimed at lesbians. Manufacturers like Tantus understand the importance of integrity in their mission. “Tantus has had a long history with queer sexuality and with the LGBTQ community, but we’ve never pigeonholed a toy for an exclusive segment,” Black said. “Today we know gender is fluid and no matter what sexual preference you have, toys can add to your experience.” Crave, best known for their high-end necklace vibe, Vesper, is a company that also prides itself on being conscious of all gender identities and sexual preferences. “A lot of these harnesses and dildos have little pockets or places for bullets,” says Jack. “Our high-quality version of the traditional bullet vibrator can add extra kick to a lot of lesbian partner toys.” Though neither Crave nor Tantus are lesbian-owned, both companies keep close ties within the sex-positive movement. Not every company owner can claim the “L” in LGBTQ. However, a conscious attitude and open mind can still speak volumes within the lesbian community.

The LGBTQ consumer is truly a force with which to be reckoned when his or her specific needs are properly understood. An individual’s preference of partner isn’t a limitation on their buying power. It’s a reason for every manufacturer to invest in the vast knowledge of human sexuality. Just don’t bother faking it with gimmicks or marketing schemes. To the benefit of all sexual humans, ethics are taking the lead over SKU numbers in the future of pleasure products.

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 to Advise Beginners on Shopping 'Animal Play' Toys

An important aspect of sex that doesn’t get talked about enough is exercising our imaginations. Letting our minds run wild gives us the chance to try new positions, play with new parts of the body, add toys and accessories, or even create a completely made-up fantasy world where we can pretend to be an entirely different species.

Rebecca Weinberg ·
opinion

Strategies for Navigating Content Restrictions on Social Media

Welcome to the “seggsual” wellness industry, also known as the “s//xual wellness industry” or “s-eggs-ual” wellness industry. Why so many aliases? Because mentioning what we actually do can torpedo our marketing efforts on social media platforms.

Scarlett Ward ·
trends

A Look at the Global Trends Shaping the Pleasure Products Industry

Multiple factors are shaping the pleasure landscape, including technological advancements, innovations in product design and sustainability, the impact of digital marketing and ecommerce, and the varying degrees of openness toward sexual wellness the industry encounters across different territories.

profile

WIA Profile: Kate McGregor

Ask Kate McGregor’s colleagues and co-workers, and they will likely tell you that she was always destined to do great things, wherever she landed — but that they are glad McGregor’s path led her to the colorful world of vibrators and butt plugs.

Women In Adult ·
profile

Electric Novelties Execs Reflect on Company Origins, Mission

When Zach Goode first crossed paths with Electric Novelties over 20 years ago, both he and the company were deeply entrenched in the apparel world. Goode was handling sales for a friend’s novelty T-shirt company, Sik World, while Electric specialized in sexy lingerie and clubwear.

Ariana Rodriguez ·
profile

Sensual Distributors Ltd. Blends Real-Life Love Story, Passion for Pleasure Biz

This local brick-and-mortar is a “mom and mom” operation led by co-owners Alana Thompson and Angini Singh, a lesbian couple who overcame their country’s strict, religious culture to create a sexual wellness boutique that serves their unique community.

Colleen Godin ·
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.

Show More