opinion

How to Establish a Go-To Brand for Sexual Wellness Consumers

How to Establish a Go-To Brand for Sexual Wellness Consumers

Recently I was asked, “How do you get your clients to open up and talk about their sexual challenges?” I’m going to let you in on my response. It’s something I believe can be translated to any business model to lead more consumers into your stores, both brick-and-mortar and online. Here it is:

I am the authority in my field. At each intake session, I begin by asking all my clients to tell me about the sexual challenges they have experienced or are currently experiencing. Most people are so eager to begin enjoying their sex life, they quickly open up and share their vulnerabilities. Why? Because they came to me specifically seeking my expertise. With many years of education and experience in the sexology field, I have become the authority figure they are looking for and can provide them with education and clinical techniques to help them live their best sex life.

By establishing yourself as an authority figure, you are creating brand awareness, starting new trends, and ultimately providing an immense amount of value to your customers’ lives.

It is not as easy as it sounds. Getting someone to open up about their sexual challenges can take just the right kind of language, but it also requires establishing an overall lifestyle brand. There is a lot of behind-the-scenes work I have done to prepare before the vulnerable discussion with my client even takes place. These prior steps help the client feel comfortable and take full advantage of their clinical treatment. In the end, it is all about confidently letting clients know that I have solutions and know how to provide them with value. I provide an added layer of confidence to my clients because I have the education, experience and ability to help them live their best sex life.

This level of authority is reinforced by my brand content. Throughout my website, social media channels, YouTube videos and the like, I am constantly breaking through taboos and providing the answers to many questions people are asking or secretly experiencing. Ultimately, I am opening the door for my clients to feel comfortable in sharing because I have already discussed so many challenges publicly, normalized them, and delivered the message that they can trust in me to help them. Overall, this establishes trust in my brand and the level of authority to set societal norms that encourage people to make the call and start therapy with me.

There are many ways your brand can become an authority for consumers. Engaging them is a great way to directly impact your audience and show them your value. Top brands that have already established themselves as authoritative have identified their value. Consumers know what they are going to gain from following them on social media, purchasing their products, and being a part of the brand community. Identify ways you can engage your consumers to create brand awareness and elevate your store’s credibility in your field. When consumers have questions about how adult products can benefit their lives and pleasure, you want them to turn to you for the answers! In addition, another great way to establish yourself as an authority figure in the industry is through partnerships. The impact of the pandemic has made virtual events and meetings a new norm. One way to build value in your consumers’ eyes, ultimately leading to your becoming an authority figure, is to provide exciting new experiences for your consumers.

In 2022, I partnered with an adult toy shop in Houston. This brick-and-mortar created a fun event around “Ask a Sex Therapist.” The event drew in consumers from distant towns as well as their regular customers. I was answering questions all night about how they can live their best sex life. This event led to the products selling themselves. People came for the experience! The event made this store so much more than just an adult sex store; it created a sexual oasis and a lifestyle brand.

With societal mindsets shifting from solely in-person events to a mix between virtual and in-person meetings, don’t limit yourself to in-store events only. Online or in person, consumers want to gain something from following your brand. Connect with authority figures in adjacent fields with whom you can partner to provide your customers with an enjoyable experience and a reinforced sense of value.

Many consumers today are looking to lifestyle brands to provide them with amazing products, education, tips and an overall feel-good culture. By establishing yourself as an authority, you are creating brand awareness, starting new trends, and ultimately and ultimately contributing immense value to your customers’ lives.

Melinda DeSeta is a certified sex therapist and licensed psychotherapist who helps improve people’s relationships and sex lives. She is also currently the resident sex therapist for Xgen Products

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

Michigan's Intimate Ideas Offers Playful Retail Setting for Wide Range of Shoppers

Jerry Manis, the regional manager of Intimate Ideas’ Michigan stores, never planned on working in adult retail — but he says it’s turned out to be a surprisingly rewarding gig.

Quinton Bellamie ·
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 ·
Show More