ILS Kicks Off With New Brands, Partnerships

Ariana Rodriguez

LAS VEGAS - The International Lingerie Show kicked off today at the Rio Hotel & Casino with a fresh slate of brands, products and companies making their introductions to global retailers.

Venetian glass designer Steele Malone debuted his newest range, the Curious Collection, at the Entrenue booth. The new distribution partnership makes Steele Malone the only Venetian glass manufacturer available from Entrenue, he said. The Curious collection seals the deal, as a collaboration between the two companies that is available exclusively through Entrenue.

“Entrenue did a really great job; we’re working together very nicely,” Malone said. “We collaborated and designed the new collection and I’m very pleased with the results.”

The Curious Collection features glass toys such as the Taste, which is shaped like a tongue; and Meet Me, a G-Spot rocker, among others.

Uberlube made its ILS debut as a dynamic lubricant whose mantra is “sex, style, sport.” Presented in a distinct glass spray bottle, the company said it is lightweight lube that acts like a heavyweight and can be found at some hair salons for its function as an anti-frizz hair serum.

“The silicone in it gives hair a sheen that tames frizz” Uberlube’s Stephen said. “It’s made in the U.S., and as a lube, it works with friction so it doesn’t stop working until you stop.”

Canada-based Black Kat Shows attends ILS with the goal to connect pleasure products manufacturers and retailers with consumers with a burgeoning U.S. female-friendly consumer show that has roots in Canada, Sexapoolza.

“Sexapoolza is put on by three woman so we incorporate the stuff we want to see and strive to create a comfortable environment for them,” said Jocasta Boone, Black Kat Shows’ marketing manager. “We’re thrilled to be here; and we want people to know we’re trying to connect people with their adult products.”

According to Boone, while traditional adult-oriented consumers shows attract 18-year-olds that attend to collect signatures from adult stars, Sexapoolza is a true B2C show for women that will make purchases.After five years in Canada, Sexapoolza makes its U.S. debut in Columbus, Ohio in three weeks, with Wet International as a gold sponsor, among others.

After about a two-year hiatus from ILS, Aneros is exhibiting with the goal to reach out to retailers with a kit that includes a media kit and a free product. The company is inviting retailers to “put one on the shelf and see how it does,” Aneros’ CT said.

“ILS is enabling us to reach the small stores, boutiques and any retailer that wants to be listed on our site,” CT said. “We get hundreds of searches everyday and can help stores gain visibility. It’s a great approach and so far it’s been very successful.”

In a separate booth, System Jo debuted the Dona by Jo line of aphrodisiac-infused bath and body products. The 21-product strong collection is designed to be consumed as a “ritual.”

“With this collection, we put our best foot forward and designed a full line with a store display,” System Jo’s Cassie said. “It’s a dynamic line that’s separated into categories as rituals to create an experience; and it’s priced to sell with most products retailing at about $10.”

According to Cassie, the brand underwent a series of makeovers inspired by feedback and the result is a glamorous line that can be incorporated into mainstream-friendly stores.

“That’s why we’re here; it’s perfect lingerie - or any of those stores that say ‘we don’t carry adult.’”