profile

WIA Profile: Lar Hovsepian

Taking the reigns on a variety of marketing duties, ranging from copy writing and PR to producing fashion shows and catalogs, Lar Hovsepian says it’s with the support of her “rock star” colleagues that Dreamgirl International continues to create magic for lingerie lovers. In the spotlight this month for Women In Adult, Dreamgirl Director of Marketing Lar Hovsepian discusses her greatest achievements since joining the company in 2007, and her goals and motivation for succeeding in her role.

What is your role and responsibility at Dreamgirl?

Creating brand recognition on tight localized budgets can seem daunting, but with the Internet and social media being true beacons of information, it becomes easier to pave in-roads to brand loyalty.

My current title at Dreamgirl is director of marketing. Everyone at Dreamgirl is pretty much a rock star, so we all take on numerous roles in our positions and really hustle and help each other to create some magic. Some of my responsibilities include: producing four yearly catalogs from start to finish, copywriting and PR, producing our annual preseason costume fashion show and yearly tradeshows, managing our department budget, developing packaging and POS material, social media and website management and more.

How (and when) did you get into the lingerie business?

I entered the lingerie industry in 2007 as a marketing manager for Dreamgirl after switching gears from a brand management position in the Sunkist licensing department. I was determined to jump into this industry and simply applied from a job ad online! I often grin and tell people that I went from an industry of “oranges” to and industry of “melons.” It’s important to keep a spirit of sense of humor alive not only in this business, but also in life in general! I adore the lingerie and costume industries because I can see some creative geniuses at play.

What challenges have you confronted in your career and how have you overcome them?

The biggest challenge becomes driving new business when the economy reaches a low point. Lingerie, to some extent, has a little more economy “padding” than other industries of its size; alas it’s not always a rosy path to success. Creating brand recognition on tight localized budgets can seem daunting, but with the Internet and social media being true beacons of information, it becomes easier to pave in-roads to brand loyalty. When you have limited resources as a marketer, you get forced to act more creatively and to develop both conventional and unconventional resources through your environment.

What is the most rewarding part of your job?

The most rewarding part of my job is when people tell me how much they love our brand or our products. I also love passing by a store and seeing a great presence of our posters, packaging and POS material because it tells me that our retailers are responding well to our development! Also, after dedicating months and countless hours at photo shoots, printer press checks and the graphic design studio, seeing the final product of our catalog always makes me twinkle!

What is your personal motto or mantra that you live by?

My personal and professional motto to live by is, “You were born an original. Don’t die a copy.” Too often in the marketing realm, we apply formulas and techniques that we feel work for competitors or even for other industries that won’t always apply to our own products, services or campaigns. While it is important to stay current on marketing trends and on competitor strategies, I am ultimately more focused on how Dreamgirl runs its business and what will work well for our own target market.

Each month, industry news media organization XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry's most influential female executives.

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

Kraig McGee Blends Family Biz Experience, Creative Background at TAF Distributing

Walk into any Adam & Eve store in the Mountain West region of the U.S. and you’ve likely stumbled into a TAF Distributing outfit. Owned by industry veteran Kraig McGee Jr. and staffed by his closest family members, McGee’s 35 TAF-operated stores span 13 states, from woodsy Idaho to scenic Utah and well beyond.

Colleen Godwin ·
opinion

How Pleasure Brands Can Ethically Market to LGBTQ+ Communities

Every June, the rainbow floodgates open. Suddenly, pleasure products are “Pride-themed,” companies change their logos and brands rush to show just how inclusive they are — at least for 30 days. But as a queer, nonbinary marketing strategist who works with adult brands year-round, I’m here to say: Rainbow dildos alone are not progress. They’re often just noise.

Hail Groo ·
opinion

A Retailer's Road Map for First-Timers' Anal August

Anal August offers a prime opportunity for brands and stores to capture new customers and drive growth in a category that’s gaining mainstream momentum. As consumer interest in anal play continues to rise, now is the time to meet first-time buyers where they are, with approachable products, trusted education and a clear path to pleasure.

Matthew Spindler ·
opinion

Optimizing Your Leadership Through Wellness Practices

For many of us, 2025 has proved intensely stressful — and we’re still only halfway through the year. In times like these, it may seem counterintuitive or even irresponsible to talk about seeking pleasure. Yet pleasure, presence, joy and connection can help you return to a mental and physical state that allows you to face and handle stressors.

Sarah Tomchesson ·
opinion

Chastity Play Is Trending: Why It Should Be in Your Marketing Strategy

From chastity fetishes to power play, erotic control — once considered an esoteric niche within the world of BDSM — is now entering the mainstream. Google searches for “chastity cages,” “chastity fetish” and “orgasm denial” have exploded over the past year, with interest especially high for beginner-friendly models.

Naima Karp ·
opinion

A Look at Adult Retail's Role in Community Care

In the adult retail industry, we focus on empowerment, exploration and connection. We connect people with products that can transform their relationships with their bodies, with their partners and with themselves.

Rin Musick ·
trends

A Deep Dive Into Key Trends Shaping Pleasure Products

In 2025, the pleasure industry is evolving in intentional ways. Rather than racing toward newness for novelty’s sake, brands are reassessing everything from shape and function to what price intended shoppers can afford.

Ariana Rodriguez ·
profile

WIA Profile: Jia Jeng

Modern branding is all about storytelling — and Jia Jeng certainly knows how to tell an authentic, perspective-shifting tale. As brand manager for ID Lubricants, Jeng applies her creative talent to shaping the long-established company’s public image in a way that aligns with her own vision for an ethical future.

Women in Adult ·
profile

Spicerack Market Offers Indie Brands a Launching Pad

Spicerack Market is an ecommerce platform with the heart of an artisan crafter and the soul of a kinkster. On the website, independent sex toy makers, lingerie seamstresses and kink gear craftspeople can set up a personalized shop to sell their handmade wares, unhindered by censorship or bans on adult products.

Colleen Godin ·
opinion

Strategies to Bring Pleasure Brands into the Spotlight

Every brand dreams about landing a feature in The New York Times or Men’s Health — and pleasure brands are no exception. After all, mainstream media coverage isn’t just a vanity milestone. It builds trust, attracts new audiences and opens doors to connecting with retailers, partnerships, and investors.

Hail Groo ·
Show More