Rebecca Buffham’s Women in Adult profile could not have arrived with more perfect timing. The U.K.-based sales executive is marking a full decade with pleasure brand JO. Ten years in the pleasure industry would be cause enough for celebration, but 10 years with the same company? That warrants congrats of grand proportions.
In this month’s Women in Adult spotlight, we’re profiling Becky Buffham for all her accomplishments, from devoted mother and wife to world traveler to seasoned saleswoman.
We are all working towards the same goal: to normalize the sex industry and make it no longer a taboo topic.
XBIZ: Tell us about your role at JO.
Buffham: My current role is as the regional manager for Europe. I manage and grow the business within the European market by developing strategies for the year, planning customer programs, organizing trade shows, visiting customers to provide product education and staff training, and researching potential new customers. Every day is different, which is one reason why I love doing what I do.
XBIZ: Where did you get your start in the pleasure industry, and what drew you to such a unique and often taboo space?
Buffham: My first introduction to the pleasure industry was with the infamous Ann Summers! I joined as a buyer for oils and lotions, and bondage and novelties. It’s a fantastic brand, and Jacqueline Gold was a great leader for women in business, in the U.K. and in the pleasure industry. I had also been to a few Ann Summers parties in the past. I mean, who hasn’t? So I was super excited to be part of the journey of the Ann Summers brand, and be involved with their quite exciting products. Previously I had been a buyer within health and beauty for over six years, so this was an exciting change.
XBIZ: The JO brand and the company itself have changed a lot over the years. How has your career evolved and changed along with it to keep you happily challenged and successful?
Buffham: I started at the end of 2013. My role was to look after all of the international sector for JO, so there was a lot of travel to Australia and other regions. Then, as the company and the sales team grew, I was able to focus just on Europe and Russia, and that has been my region for many years now.
I have also been involved in other aspects of the business. For some time, I supported product development to help develop new ideas and launch new products, which I really enjoyed. I was also managing the Cosmopolitan license while we had that, which was an interesting project where I learned a lot. Now I am back to being fully focused on the European region for JO and driving the sales. There have been many challenges over recent years with COVID times and conflicts across the globe, which primarily affected my markets, so we have had to adapt and pivot a lot.
However, one factor that never changes is the people. Everyone that works within the adult industry, whether working for a brand, distributor, or retailer — whether independent or large chains and everything in between — everyone is always welcoming and always friendly. We are all working towards the same goal: to normalize the sex industry and make it no longer a taboo topic.
XBIZ: What are your U.K. and European markets seeking right now in a lubricant or sexual wellness product? Do you believe there is any difference from the U.S. market?
Buffham: I think one of the biggest differences between the EU and U.S. is the retail landscape. Online retail plays a much bigger part in the EU adult market compared to the U.S. There are less brick-and-mortar stores here in Europe. Also, many countries within Europe have different requirements based on their economic climate, with some preferring lower-priced brands based on what consumers can afford.
Also, many countries are struggling with the current economic situation, like inflation, price rises and interest rates rises. There are many changes in the exchange rates in some EU countries with a different currency from the Euro, where they have seen fluctuations of up to 20%, which has a huge impact on importing costs.
Product-wise, we have definitely noticed a trend in the growth of clitoral stimulants. We get more and more request for “liquid vibrators” and variations of this, and we always get asked for new flavors, as we do so well with our flavors here in Europe.
XBIZ: Where do you plan to take your JO/CC Wellness team throughout 2024? Tell us about the plans you’ll be putting into motion this year.
Buffham: We are always looking for new ways and ideas to grow the JO brand, and to continue to expand into new regions and retailers with the ultimate goal of being one of the leading premium brands within Europe. Sjoerd joined my team last year and he has been a great addition, helping to drive the brand in the German- and Dutch-speaking countries.
We also have some exciting new JO products launching in 2024. Firstly, our H20 Anal Thick lubricant, which we are super excited about. It’s five times thicker than the current Anal H20 and is pH-balanced for the anal cavity. We also have launched a brand-new masturbation cream, and we are hoping for two more new products towards the end of the year, but those are top secret for now.
Another challenge in 2024 for Europe is the new EU medical device regulations that are coming into place later this year. Our regulatory team is working through all of this as we speak, to ensure we will be compliant with the new regulations. The EU is now certifying lubricants as a Class II medical device, so that means anything that is labeled a “lubricant” needs to be EU MDR certified, similar to the U.S. where all lubricants need 510k certification.
XBIZ: What are your personal goals for 2024?
Buffham: Well, that’s a good question! One goal, which may sound silly to some, is to go on holiday abroad with my family — and survive! I have two young children now who are 2 and 4 years old, so we have booked to take them on an airplane for the first time and go to one of the Greek islands. We also plan to go to Germany as a family for a long weekend in December to celebrate at the Christmas markets. We love it there at Christmas time! Germany really is one of the best at doing Christmas, and we want the kids to experience that as well.
From a personal perspective, I would like to focus on a bit more self-care. As women, I think our brains can always be slightly chaotic with a never-ending to-do list. Mine is, anyway! From running the household, organizing family and being Mum to managing a full-time job, I think we can all forget to focus on self-care, especially from a mindfulness perspective. For me, it’s focusing on less screen time, more reading, and focusing on self-development, as that will not only help in my personal life, but also professionally. As a professional salesperson, we are always focused on growth. It’s what drives us, so I am focusing on another successful year for JO in Europe!
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.
