opinion

Adult Retail Lessons From the 'Rose' Social Media Craze

Adult Retail Lessons From the 'Rose' Social Media Craze

If you didn’t already believe TikTok and other social media could play a huge part in the adult retail business, the rose-shaped stimulator probably changed your mind. It started with influencers posting TikTok videos demonstrating the features and benefits of the product, making it irresistible to consumers. It was also touted on major mainstream social media accounts where you might not have anticipated seeing adult products. The Rose began popping up on feeds everywhere, across all platforms. The world quickly caught on and before we knew it, the toy was creating a frenzy both in stores and online.

Inventory supply chains have since leveled out, so access to the Rose is no longer the challenge it once was. This gives us a chance to take a step back and look at what the Rose has really taught us.

Sometimes a sensation like the Rose comes along and gives you the opportunity to get involved in a viral trend and compete in markets you don’t normally see sales in.

The age range of adult retail shoppers is diverse.

Yes, we know that there are shoppers of all ages, but historically we have tended to forget about the 18-28 demographic — as well as older consumers, even though they typically have the most disposable income. Both groups contributed greatly to overall sales of this particular toy. Sometimes a sensation like the Rose comes along and gives you the opportunity to get involved in a viral trend and compete in markets you don’t normally participate in or see sales in. Everybody, regardless of age or income, wants what’s popular and trending. This underlines the importance of marketing yourself as a reliable source for a broad range of products.

Cute matters.

Often, we get caught up in the function of things and forget that people also fall in love with the way things look. The Rose is fun to look at, and not a big deal to leave lying around where others can see it. Most people probably won’t even realize it’s a pleasure product, and those who do won’t shy away like they might if it were a dildo or larger vibrator. This is something that the Rose has going for it: the toy owner doesn’t mind if this toy gets seen, and people are thrilled that the Rose can pass as décor.

Sourcing relationships are important.

You may not buy from a distributor all the time, but when you need a hard-to-find item, those relationships can be very useful. Tend to your relationships even when you aren’t actively purchasing, since you never know which distributors will be able to help you later. 

In addition to riding the wave of viral products, retailers should take advantage of pictures and videos that manufacturers and distributors can provide for use on social media. Maintaining social media accounts requires a little time each day, but the payoff can be invaluable. Take advantage of available content being shared online. There are inexpensive or free apps you can download that make it easy to re-post on your own social media account and also gives credit to the content's original poster. Finally, if all else fails, ask for help! A lot of companies have graphic design teams available that can make you a custom Rose graphic to share, and incorporating your branding on a viral sensation can do a lot to build your reputation with new and repeat customers.

What’s next for the Rose? The latest version making the rounds on social media is a thrusting vibe combo, a two-for-one toy that will be hard to beat in terms of beauty and functionality. Whether or not you choose to participate in the next wave of this particular trend, the Rose vibe has clearly challenged us to learn and grow and expand our outlook, which is always important for any business in any industry.

Danielle Seerley is the director of sales for Thank Me Now. Visit her blog at AmericasSexToySweetheart.com.

Related:  

Copyright © 2025 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 Adult Retailers Can Enhance Sales With Supplements

The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.

Rick Magana ·
opinion

Why It's Time the Pleasure Industry Got Serious About IPX Waterproof Ratings

As someone who regularly communicates with manufacturers, retailers and consumers, I’ve seen how this ambiguity can do a disservice to both the customers who use these products and the businesses that sell them.

Alicia Sinclair Rosen ·
opinion

Tips for Sexual Wellness Brands to Win Over Gen Z This Summer

As summer rolls around, the excitement in the air is palpable, especially for one particular demographic: Gen Z. College and university classes are over, vacations are booked and it’s time to let loose.

Naima Karp ·
opinion

Celebrating the LGBTQ+ Community With Inclusive Packaging Design

Pride Month is a time of visibility, joy and self-expression. In the pleasure industry, projecting that energy can start with something as simple as a box. Market research shows that 72% of U.S. consumers say product packaging influences their purchasing decisions.

Matthew Spindler ·
profile

WIA Profile: Pettus Ashley

Pettus Ashley brings her A game to the world of authentic adult branding, flitting between airports as the American face of U.K. brand Bathmate. As a company brand ambassador, Ashley personifies Bathmate’s dedication to the retail world, showering staff with equal amounts of appreciation and sales education.

Women In Adult ·
profile

Good Relations Fosters Sex Wellness, Positivity for 40+ Years

Melinda Myers, the founder and owner of Good Relations in Eureka, California, was still in college when she got invited to attend her first pleasure products home party.

Quinton Bellamie ·
opinion

Why It's Time for Pleasure Brands to Stop Ignoring B2C Marketing

For many B2B adult brands, marketing to consumers feels like a waste of time. I’ve heard it so many times: “We sell to retailers, not consumers. Why should we invest in B2C marketing?”

Hail Groo ·
opinion

The Midlife Movement Is Exploding; Is the Pleasure Industry Ready?

In marketing, there tends to be an emphasis on the younger generation — the trendsetters. The assumption is that appealing to the younger market has a halo effect on older consumers, who look to younger folks for what is on trend.

Sarah Tomchesson ·
opinion

Gender Play Gets Creative With Fantasy Toys

Sex toy manufacturers are increasingly recognizing the value of fantasy products, expanding their lines to include ever more diverse designs. What was once considered a niche market has proven to have broad appeal, demonstrating that people are eager to explore desires that extend beyond conventional human experiences.

Rin Musick ·
opinion

How Sex Toy Retailers Can Better Support Marginalized Communities

As someone who has been in the industry since 2003, I’ve seen countless trends, products and marketing strategies come and go. Yet one thing has remained consistent: a significant gap in how sex toy retailers serve marginalized communities.

Kimberly Scott Faubel ·
Show More