Each month, 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.
Uberlube’s singular line of no-nonsense silicone lubricant is the epitome of “If it ain’t broke, don’t fix it.” Since 2004, the company has focused on an eponymous lubricant that’s so effective, they’ve never felt the need to hide behind flashy marketing or work themselves into a frenzy over yearly new product releases.
From product to packaging to customer service, we stand behind the quality in all that we do.
Simply put, Uberlube speaks for itself, and so does Cheryl Sloane’s long-standing career with the company since making the leap from Uberlube retailer to dedicated team leader.
It’s rare to find a pleasure business that can survive on a single product. Sloane and her close-knit team, most of whom are also women, know it’s this pinpoint focus that’s made their brand so well-respected. Sloane and the Uberlube team are happily one-trick ponies. They don’t need any tricks up their sleeves to convince consumers that a good silicone lube can fix everything from a dry sex life to frizzy hair to athletic chafing.
In this month’s edition of XBIZ Premiere’s Women in Adult, we’re honoring Sloane as a force in the world of intimate health.
XBIZ: How is the very beginning of your 2022 going so far? Is there anything exciting you’d like to share with your clients and industry friends?
Sloane: Really busy. We are so happy to see our retailers back in business and ordering more and more product. We introduced new colors in our travel sizes for this holiday season. Red and gold are both doing well, so that’s exciting to see.
XBIZ: How is the state of the lubricants market right now? Are there any intriguing sales trends you’ve noticed recently?
Sloane: We’ve seen some volatility in products offered in the lube market. Here at Uberlube, we have been able to keep up with increasing demand while ensuring supply chain needs for the coming years. Manufacturing our own product right here in Illinois gives us the opportunity to plan for our needs well in advance.
XBIZ: Will Uberlube be expanding on its brand this year, or will you continue to focus on your signature, best-selling and eponymous silicone lubricant?
Sloane: Well, at Uberlube, we only make one thing: premium quality silicone lubricant. It is flying off the shelves and we always attribute that to quality control. Our customers are loyal because they know what they are getting.
XBIZ: Circling back to the reason you’re a featured “Woman in Adult,” your impressive career — please enlighten us. What is your position on the Uberlube team? What kind of team contributions do you make that you’re most proud to share?
Sloane: I was actually the first retailer to sell Uberlube way back when. I believed in it then and I believe in it today. When Uberlube appeared on the adult scene, it helped to change the lube conversation. The beautiful bottle, the smooth and silky feel and the attention to detail caught the customer’s attention, especially the female customer. Truthfully it was an easy sell, and we sold a lot of Uberlube.
Now, many years later, I have joined the team as the brand director and have the privilege of talking about quality all day long. Our focus is education, and I am proud to say that we have expanded our education team to five people who are in stores and on Zoom talking about the versatility of Uberlube. As happy as I am with our increased sales, I am most proud of our commitment to sexual well-being through our medical provider program. Uberlube has two medical advisors and we partner with thousands of doctors to educate the public about the value of lube in a healthy, happy sex life.
XBIZ: Which fellow female industry colleagues are you proud to call friends or mentors?
Sloane: There are so many women in our industry who have paved the way. I appreciate all of them. However, I have to say that I am most proud of the education team we have put together at Uberlube: Amy Baldwin, our lead educator and co-host of the Shameless Sex podcast; Nina Helms; Debra Phillips, my sister; and Erica Lemke, certified sexologist and author of “Feel Sexy Again.”
XBIZ: What does the Uberlube team forecast for their products and marketing as we head into the rest of the new year? Are there any trend leads you’re following that will influence coming product or line launches?
Sloane: Our plan is to stay the course and continue to support our retailers while also growing our online presence. We have several marketing strategies waiting to launch while we complete a website update and refine some of our processes. Our medical program is growing every month and we plan to expand our educational resources for providers and consumers. We are putting considerable resources into production and ordering systems that will help us maintain our commitment to speedy delivery even as sales grow. We will also expand our abilities for drop shipping and affiliate management.
XBIZ: Why do you think the world continues to look to Uberlube as a global leader in the lubricants market?
Sloane: We are completely committed to quality. From product to packaging to customer service, we stand behind the quality in all that we do. Our worldwide expansion has happened with steady increases in foreign markets allowing Uberlube to constantly evaluate and further commit to these core values.
