If your pleasure industry company isn’t currently employing a sex educator, do you even sex toy, bro?
Millennial dad jokes aside, consumers have realized that it takes a high level of sexual health knowledge and a proper understanding of anatomy to create a satisfying product that’s worth their dollars. In turn, companies have taken note, stepping up product design, marketing strategy and, perhaps most importantly, staff expertise. As a result, pleasure product manufacturers, distributors and retailers are adding certified sex educators to their core teams. Indeed, sex educators are becoming synonymous with quality sex toys.
It is my job to instill hope, encourage sexual exploration and help people release internalized shame.
For Miami-based sex therapist Melinda DeSeta, aka Dr. Mindy, this communion between educators and sex toy companies seems quite organic and entirely fitting.
“Since the beginning of my work, I have been incorporating toys into my therapeutic practice,” says DeSeta. “Toys are a great way to educate and encourage people to explore their bodies and learn their pleasure zones. Toys can also aid when one is struggling with limited mobility, arthritis or any other form of physical disability inhibiting their sexual experience.”
After earning her master’s in mental health counseling from the University of Miami, DeSeta opened a private practice, Insight Counseling Center. There, she found that the topic of sexual health often arose for her clients. To elevate her knowledge of the field, she decided to pursue a doctorate in clinical sexology.
“As a doctor of sexology, I offer talk therapy that provides sex education, mental health tools and a variety of therapeutic exercises to help those struggling to overcome sexual challenges,” explains DeSeta.
A few years ago, DeSeta also began consulting with sex toy distributor Xgen Products, to better educate staff and retailers. The relationship worked out so well that DeSeta was eventually brought on to serve as Xgen’s official resident sex educator.
“My goal with Xgen is to break down societal stigma and barriers around sex toys,” she notes. “We have partnered to help retail customers better understand and explore their sexuality, have greater support and appreciation for their sexuality, and generally improve the overall experience consumers have when they visit an adult store.”
DeSeta’s responsibilities at Xgen have grown and evolved.
“Over the years, our partnership has deepened,” says DeSeta. “My collaboration with Xgen ranges from monthly newsletters to update readers on mental and sexual health trends, to professionally reviewing new product releases, to attending conferences, networking events nationwide and speaking engagements.
“Most recently, we created a six-chapter employee educational video series designed to provide a pleasure-based overview of anatomy, sexual response and, ultimately, how store employees can help customers purchase their next desired product.”
DeSeta personally hosts each YouTube-style educational video, whether the chosen topic is aimed at advising veteran staff or training new hires.
“Each chapter deepens one’s knowledge and understanding of the mental health and sexuality components associated with the products in their store,” DeSeta explains. “The courses range from how to connect with a new customer, to essential questions to ask a customer to offer appropriate product recommendations, to informing customers about the positive mental health impact of the products in the store.”
DeSeta also posts video reviews of debut releases from Xgen’s manufacturer partners, which differ from your average sex toy review blogs, thanks to DeSeta’s background and training. These videos are exclusive to Xgen, and can aid both B2B and B2C sales associates.
“I love reviewing each new product release from a mental health and sexologist’s point of view,” says DeSeta. “In each video, I professionally review the product, the erogenous zones it targets and many of the possible ways to experience pleasure from the toy. I also take a deep dive into the ideal target market for the specific product, and which demographic to market it to.”
As part of Team Xgen, DeSeta even has her own giant advertising banner detailing the services she provides to the company, which can be propped up at industry events. DeSeta says that her overall experience with Xgen Products and with her main point of contact on the team, Director of Marketing Anthony Pingicer, has been nothing short of fantastic.
“The Xgen team’s support, response time and loyalty are unparalleled,” she gushes. “Andy Green, the CEO, treats his clients like family and is dedicated to servicing their needs.”
The partnership between Dr. Mindy and Xgen clicks for one overarching reason: a shared, long-standing dedication to more than simply selling sex toys. Both DeSeta and Xgen are part of the sexual health revolution, in which pleasure products are simply the beginning.
“Adult products are a great way to feel sexy,” says DeSeta. “I believe that sex is between the ears, not just the legs. I am constantly discussing with my clients how foreplay starts the moment we open our eyes in the morning. Everything in our world impacts our libido. We must actively work at feeling sexy in the mind. I encourage my clients to make a daily effort to ignite their inner sexy. Some use toys, some wear lingerie and some light a candle that glides them into a calm headspace.”
DeSeta reminds all who consume her carefully curated content: “I professionally believe that everyone can live their desired sex life, no matter the sexual challenge they are experiencing. It is my job to instill hope, encourage sexual exploration and help people release internalized shame.”
Informed by this outlook and approach, Dr. Mindy’s sex educator residency will likely remain an important and active part of Xgen for a long time to come.
