trends

Sexual Enhancement Products and Shifting Consumer Attitudes

Over the history of the sexual enhancement products market, there have been two constants on which you can rely: strong sales and outrageous marketing claims. Whether the miracle promised by the manufacturers of items like penis enlargement pills was manifest or implied in its marketing claims, companies have for decades seemed to strike a balance between grabbing the public’s attention and garnering the wrong sort of attention from the FDA or FTC.

As is the case with broader market for adult products of all kinds, however, there is change in the air in the sexual enhancement product sector these days, driven by an awareness that consumers are becoming increasingly sophisticated and ever more cognizant of the risks associated with any manner of consumable, be it food, energy drinks, dietary supplements or enhancements.

With the sexual enhancement category being as volatile as it is, educated retailers can rest assured that Rock On has been reformulated with the most comprehensive list of safe active ingredients in enhancement products as well as electrolytes and vitamins that have become all the rage with consumers. -Jeff Bolanos CEO, Beamonstar

“Consumers are becoming more aware of ingredients and what exactly they are putting in or on their bodies,” Conde Aumann of Screaming O told XBIZ. “As a result, more retailers are taking the time to examine what each product is made of and making sure their staff knows, as well. Store owners and workers are helping to make sure every customer gets the best experience possible, which establishes trust and assures they’ll come back time and time again to get great suggestions on which products will work best for them.”

Such tendencies are music to the ears of Keith Caggiano, president of Rock On, who said that his company is in the process of reconfiguring the positioning of its products, emphasizing their “vitality component” and the products’ overall wellness benefits, rather than focusing entirely on sexual enhancement claims.

“The reformulation of Rock On makes it easier than ever for retailers to sell it with conviction,” Caggiano said. “With the sexual enhancement category being as volatile as it is, educated retailers can rest assured that Rock On has been reformulated with the most comprehensive list of safe active ingredients in enhancement products as well as electrolytes and vitamins that have become all the rage with consumers.”

Government regulation and enforcement has played a role in the changes to the sexual enhancement product market as well, particularly in the area of potency boosters, erection aids and various male performance supplements, noted Alain Elmaleh, president of Bodispa Wellness Products.

“As the FDA, Health Canada and many other government bodies around the world that regulate these types of products increase the inspections at the wholesale and retail level, and multiply the recalls and the pullout orders of erection products that don’t comply with local or federal regulations, retailers are increasingly looking for products that they can sell legally, without the stress and the risk of having them pulled out from inspectors at any moment and risk receiving hefty fines,” Elmaleh told XBIZ.

“At Bodispa we have noticed this trend over the past two years, and we developed products that while being completely legal and fully complying with the local regulations, still perform according to expectations.”

Elmaleh also echoed Aumann and Caggiano concerning the importance of using safe, high-quality ingredients, noting that in making Prolong R, Bodispa’s desensitizer for men designed to prevent premature ejaculation, the company opted to use benzocaine over the more commonly used lidocaine after Bodispa’s research concluded that benzocaine is the more body-safe of the two.

Aiding manufacturers and distributors of sexual enhancement products in their attempt to cast their goods in a new light is the existence of a consumer market that is already highly accepting of enhancement products and supplements, Jeff Bolanos, CEO of Beamonstar, told XBIZ.

“Every adult store in the country carries some sort of adult supplement,” Bolanos observed. “The products have also spilled into the mainstream; ExtenZe is behind the counter in most gas stations, convenience stores and liquor stores all over the country.”

Richie Harris, the U.S. Sales Executive for Bathmate, told XBIZ that communicating the efficacy of your product to consumers in a clear and compelling way is the key to drawing in new customers — and of course, it also helps if the product actually lives up to the promise of its own marketing and advertising. With respect to Bathmate, Harris said it all starts with the design concept.

“The strength of the Bathmate is that it was designed by award-winning engineers who fully understand the mechanics of vacuum when applied to the penis,” Harris said. “Traditional air pumps have been around for decades, and virtually anyone with a workshop can apply a pump to a plastic tube and create a vacuum around the penis.

“That’s not to say all air pumps are cheap and basic; some air pumps are quality products. But it is Bathmate’s use of water to create the partial vacuum around the penis that makes it different, and it is the understanding of pneumatics (air) as opposed to hydraulics (water) that has led to this breakthrough in penis health and enhancement.”

Of course, quality ingredients and effective function aren’t the only factors that affect a product’s success in the market; all of the usual consumer considerations are still in play, Aumann observed.

“Our all-natural Climax Cream orgasm enhancer and KissOboo tingly lip balms are top-sellers not just because of their quality and popularity, but also because of their price point,” Aumann said. “Both items fall within the $5-7 MSRP, so they act as fantastic add-ons and impulse purchases.”

While it’s all well and good to create a quality product, it’s also true that even the finest commercial creations will sit idle on the shelf if nobody knows about them, so a primary concern of any sexual enhancement producer is crafting a solid marketing campaign that is designed to build lasting mind-share and brand awareness.

“Beamonstar has always focused on branding, and making our packaging and POS Displays superior to all our competitors,” Bolanos said. “SexVoltz was just 1 SKU and the marketing and branding behind it was so strong we parlayed that name into an entire line of sexual enhancement products, including Delay Spray, Lubes and Vibrating Rings. Retailers and Distributors love the way we market our products which has led to us acquiring exclusive distribution rights for major brands like ExtenZe and Eroforte.”

Caggiano added that if you want to build brand loyalty, it starts with establishing a trusted brand identity, and observed that there is an ongoing reshaping of the way consumers perceive the entire adult product sphere, from content and pleasure products, as well as sexual enhancement products.

“Think about what it used to be like when you’d enter an adult store,” Caggiano said. “It was seedy and dark — not the sort of environment where you’re necessarily comfortable as a consumer, because you feel sleazy just being there. The whole market is changing, and now most adult stores appear more upstanding; they’re brighter, cleaner, far more consumer-friendly places.”

As a result of the broad spectrum makeover of the adult marketplace, Caggiano said that “the level of trust between consumers and adult products has changed,” adding that along with that change in attitude comes a higher expectation of quality on the part of consumers. “As the mainstreaming of sexual wellness continues, consumers are relying on retailers to stock the best quality products.”

Just as they have in the broader market for adult products and content, shifts in consumer perception present both opportunities and challenges for makers of sexual enhancement products.

Going forward, the success of such products will increasingly rely on the products fulfilling the promise of their own marketing — or all that improved consumer perception might fade faster than the buzz one gets off knocking back a bottle of Red Bull.

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

Why BDSM Furniture and Sex Machines Make an Ideal Match

For BDSM enthusiasts and curious newbies alike, a big part of the fun is discovering and exploring exciting new sensations and scenarios. One way to level up is by combining or layering pleasures you already enjoy, and one surefire way to do that is with BDSM furniture.

Rebecca Weinberg ·
opinion

Tips for Boosting Ecommerce Revenue With Behavioral Insights

At our marketing agency, we focus on using real data to make better decisions for our clients. We believe every action a visitor takes on a website can tell us something important. This helps us shape our strategies and assist our clients in turning casual website visitors into loyal customers.

Lauren Bailey ·
opinion

A Look at the Do's and Don'ts of Gift-With-Purchase Promos

Imagine you’re at a store, deciding between two products with similar packaging, features and pricing. You’re not predisposed toward either brand and you haven’t seen any reviews — but one of them offers, “Free gift with purchase!” Does that win you over?

Vanessa Rose ·
opinion

Tips for Navigating a Completely Remote Job in Sexual Wellness

Anyone working in the sexual wellness and pleasure sector has at some point had to deal with issues like bias against the industry, as well as limited marketing and advertising options.

Bryony Lees ·
trends

Meet the 2024 Class of Up-and-Coming Pleasure Brands to Watch

With each new year that rolls in, new pleasure brands emerge, and 2024 is no exception. Already this year, a slew of new entrants are rapidly gaining traction and recognition via social media, among retailers and distributors — and most importantly, end consumers.

profile

WIA Profile: Sarah Franson

When you do what you love, they say, you’ll never work a day in your life — and when your job involves educating the masses about sex toys, it’s hard not to love what you do.

Women In Adult ·
profile

Popsi Lingerie CEO Sam Golshan Discusses Brand's Growth, Mission

Lingerie: a sexy French word for an alluring little something to spark things up in the bedroom, teasingly wear out to clubs, dress up in to celebrate a special occasion or just wear under everyday clothes to feel excited and desirable.

Kim Airs ·
profile

Honey Play Box's Joreail Armstrong Reflects on Company's Growth

Today, Armstrong serves as business development manager for boutique sex toy brand Honey Play Box, but he began his role there as a one-man marketing department, assisting CEO Shirley Wang with nearly every aspect of launching the brand.

Sofia Barrett-Ibarria ·
opinion

How Awareness Revolutionized Materials Used in Pleasure Products

Today’s manufacturers and consumers are material-savvy, giving rise to pleasure products that are safe to use, beautiful to look at, high-quality and even environmentally responsible.

Eric Lee ·
opinion

How Sex-Ed Lays the Groundwork for Well-Informed Shopping

We often do some research before making purchases, whether by delving into a company’s background, exploring specific products or simply making sure we understand how to use something before we buy it.

Nathan Hammerle ·
Show More