By now, we’re used to hearing that COVID kicked up sex toy sales around the world. While plenty of pleasure businesses struggled, many more reported an enormous upswing in consumer activity — including the British team of big thinkers at Creative Conceptions.
“2020 was our biggest year to date,” reveals Creative Conceptions General Manager Chris Bowles. “We were incredibly pleased to see this growth continue through the pandemic boom that we all saw across our industry. We can’t thank our trusted distributors enough for supporting our brands through a very strange period for everyone.”
On a positive note, the COVID situation has introduced a whole new audience to our industry, which augurs well for everyone in the future.
Bowles has worked in nearly every department of Creative Conceptions over the last seven years. He says his job now entails looking after certain clients, working with team managers to monitor trends, and working closely with the new product development team and factories to create exciting games and innovative sexual wellness products for global customers.
Bowles’ team is mostly back in the office for now, but he’s proud of the way his staff and clients responded in the face of a new and often terrifying “normal.”
“I think the most unique thing about our industry during this difficult time is how quickly everyone has reacted and adapted to the ever-changing situation,” he says. “I believe that’s one of the things that makes our industry so special. It is full of creative thinkers, agile, responsive companies and positive people who can always make the most of any situation.”
While waiting for travel restrictions to lift, the company invested in its digital video and live chat presence to continue offering top-notch customer service from afar.
“The part we have all missed most is physically seeing our customers, but to make it as close as possible to the real thing, we have also invested heavily in a new showroom at our offices this year, including top-quality camera equipment, ensuring that we can continue to attend all online shows and meet our distributors virtually,” says Bowles. “This new virtual meeting room has proved very successful, and we love that we can still keep that close connection, even if it is through a screen.”
When the CC team wasn’t on camera with customers, they were busy launching and marketing products that lifted sales to new heights.
“Our new Skins lubes and Skins Delay products have been our hero ranges over the last year,” says Bowles. “We knew that the new Skins Delay and Lube launches would go well, but the ranges have surpassed our forecast.” Skins, a brand known best for its body-safe condoms, has recently become popular for its no-nonsense line of simple lubricants with popular flavors and ingredients. Skins offers necessary basics like silicone, water-based and fruit-flavored lubes at affordable retail prices.
“We are continuing to grow our product portfolios in both the games and wellness categories,” says Bowles. “There is lots of new product development planned for the Skins and Powerect brands coming up, including a new Skins Mini toy range along with a Skins clitoral serum later in Q1.”
Skins Minis is a small line of vibrators aimed at the affordable luxury sector. Marketed in approachable, feminine-style packaging, Skins vibes are petite and offer three different options: clitoral, vaginal or dual stimulation.
Bowles says the adult games category at Creative Conceptions also saw new life for now-obvious reasons.
“On a positive note, the COVID situation has introduced a whole new audience to our industry, which augurs well for everyone in the future,” he muses. “Our games collection has also seen a dramatic increase in sales with so many people having to stay home, experimenting, trying new things and having fun with their partners.”
Some fan favorites included Sexy 6, a six-piece dice game with novel, intimate task options. Sexy 6 games are designed for all bedrooms with special editions just for LBGTQ+ folks, kinksters, foreplay lovers, and those who just want to get straight down to the sex.
For those who want to keep up with the company’s latest releases, Bowles suggests following @creativeconceptions on Instagram and monitoring news outlets like XBIZ for announcements and retailer opportunities.
“In terms of promotion this year, our marketing team will be working with B2B magazines along with creating promotional material for retail stores and keeping in touch with regular Instagram posts,” says Bowles.
Like the rest of the pleasure sector, Bowles and the Creative Conceptions team are chomping at the bit to get back on the road. They’re taking it one trade show at a time, but are currently planning on landing stateside as soon as the new year arrives.
In the meantime, Bowles says his team will remain U.K.-based until they can once again enjoy a full travel schedule. He hopes more customers will look forward to checking out the team’s new, virtual showroom in case COVID closures rear.
“But we still feel that nothing beats an in-person event,” he adds. “Roll on, January! We can’t wait to see what exciting things 2022 has to offer!
