Tuesday, May 12, 2009    Text size: 

Each wand-style vibe is made of brushed aluminum, a material known for its light weight, smoothness and hygienic usage, and is offered a lower price point than most aluminum toys — a result of much research and focus during the design process.

“We wanted to do aluminum in a way that we felt was right; we wanted to improve upon what we felt the market already had and offer it at a price that was a lot more competitive,” Chad Braverman, Doc Johnson director of product development and licensing, told XBIZ.

Braverman said there was a very limited selection of this type of product in the market, and the company jumped at the chance to come out with a collection that would not only be a quality product, but also be affordable to the masses.

“You’re limited with what you can do with aluminum when trying to meet a certain price point,” Braverman said. “Aluminum is difficult to work with in terms of designing organic and unique shapes.”

The resulting design is a tube-shaped vibe six inches in length offered in matte metallic colors, and Braverman said Alumination’s sleek look not only appeals to a style-conscious consumer, but also those who are interested in exploring safer sex toys.

“Those are all factors into why we wanted to use aluminum,” Braverman said. “It’s about finding the right materials for the right product. It might compel a demographic that wasn’t initially buying Doc Johnson products to explore new options.”

Braverman said Alumination is the company’s first — but not last — aluminum collection, and several vibrator and insertable styles made of the same material currently are in the pipeline.

Alumination vibes feature a three-speed motor and are packaged in simple boxes for appealing retail merchandising. They are available in black, gold or pink.