Like most people in the pleasure products industry, I started out as a consumer. Since my husband worked at Fascinations, I tested out all kinds of toys and lubes, and soon there were products I found indispensable.
That product savvy came in handy when I first started at System JO in customer service and began to notice the broader reach of market trends. I had a front-row seat watching the industry quickly learn to adapt and develop new products to meet the needs of an ever-increasing customer base. I’ve had the pleasure of spending time in multiple positions, from customer service/data entry to product quality, to project management, and at my new position in U.S. account development, I easily manage interdepartmental communication. Underlying the foundation of my expertise is a fascination with the changing market, and a curiosity about how some products become more popular while others fall out of favor.
When you’re thinking creatively, you realize that of course body-to-body massage gel is just as much a ‘couple’s toy’ as remote-controlled vibrating panties.
What I see in 2019 is that women’s wellness products are more in-demand than ever. Back in the day, it used to be basically douches and KY Jelly, but now as a woman, you can expect comfort and relief in all kinds of new ways. Besides all the incredible new toy shapes and designs out there (hello clitoral suction vibes!), there are also products developed specifically for all the changes that women go through including childbirth, hormone issues, menopause and more.
After I had my baby, for example, I was ready to try the hormone-balancing products that “renew” vaginal tissue, and I can honestly say they work, which I view as big progress for new mothers. And how about a fabulous salve for stretch marks while we’re at it? Ten years ago, no one was developing these kinds of sprays, creams and liquids. There have always been natural remedies passed down through mothers and grandmothers, but to have a company pick up on the science of it and come up with something you can buy at the store or online? Well, let’s just say I’m not surprised this market is exploding. I attribute a lot of these new innovations to the fact that there are more women in the industry than ever. Behind the scenes, people like me are asking, “Why don’t we have something to help women post-birth, or a breast-feeding mom?” There are so many avenues to offer sexual and reproductive health and wellness, why wouldn’t we want to jump in and make those products happen? Another great example along these lines are the lubricants that help couples conceive. Suddenly you’ve got an easy, natural method for getting those swimmers to complete their journey — and you don’t have to see a fertility doctor! These lubes help balance the PH for sperm so that they don’t get drowsy before they make it to the egg. Those are the kinds of advances that truly help people with life’s health challenges. I like being part of that cutting edge.
Another market that’s blowing up is flavored lubricants, and they are an interesting category. I think in the past there has been a stigma attached to flavored lubes where people would say, ‘Wait, that tastes sweet. Is there sugar in that? I’ve been told a million times that sugar will give me yeast infections, so no way!” But in the last 10 years, engineering and innovation have grown exponentially to offer sweeteners and other flavors that are absolutely sugar-free and body-safe, and the message has finally come across to consumers. By making sure the liquids are PH-balanced, you know that the manufacturer has received the memo and wants to make sure those issues are addressed. Sexual partners today don’t want chemicals in their formulations, so manufacturers have responded with cleaner ingredient lists that they can then boast about to advertise the product. I think that’s why the flavors market has been growing quickly, and also because it’s fun. People underestimate the fun part of this business! Sex is supposed to be playful and make you feel good. So, if you can have a lubricant that tastes like chocolate but doesn’t put sugar inside you, why wouldn’t you want to try it?
Whenever I get the opportunity to check in with retailers, I like to discuss how customers are motivated at the store level. Are they thinking about health and wellness? Are there ways that we can remind them how important it is to pick the right lube? Rather than allowing them to just throw anything into the cart, you can find out if they have sensitivities or if they’re looking to have great vacation sex in the ocean, for example. There are liquids for everything! But you want to know what their motivation is, and that’s why cross-promotion can also be a terrific way to attract attention for new sales.
Let’s say you’ve got a woman who loves her vibrating panties. She’s coming in to buy another pair, but while she’s in the remote toy area, she notices some Nuru massage gel. When you’re thinking creatively, you realize that of course body-to-body massage gel is just as much a “couple’s toy” as remote-controlled vibrating panties. But she may not have thought of it. Now when she picks up the bottle, you can tell her about hands-free massages and how fun and playful they can be.
Ultimately you want to be instilling trust and confidence in people, and educating them as to all the new innovations that can make their sex lives better. You want them to have the most enjoyable experiences they can, and you also want them to know they can depend on high-quality products that have been created just for them, so they can focus on pleasure. After all, no matter what product is bestselling at the moment, great sex, health and wellness will never go out of style.
Victoria Titus-McCrobie leads U.S. account development at United Consortium, where she manages the flow of communication between departments to give clients the best possible experience. With a background in management and business development in beauty and retail, she has embraced the pleasure products industry with a personal passion that reflects her commitment to sensual health and wellness.
