Category
Lifestyle
Format Flexing
Trend cluster
Category
Understated
Intimacy
Sex toys and accessories are given a millennial-friendly minimal makeover.
3.6
Trend score
What's Happening
What is the Understated Intimacy trend?
Understated Intimacy: Reflective of how branding-conscious Millennials are, products designed to enhance their sex lives are receiving a muted, minimalist re-brand. A far cry from the typical product and packaging design seen in the industry, this change demonstrates how important image and design is to this demographic.
Insight
The consumer insight behind the Understated Intimacy trend
In recent years, products related to intimacy were predominantly male-focused, even if they were designed for women's use. The growth of female-owned businesses in this space has brought on a new voice for what many consumers of all genders actually want, which is products that prioritize function, design, and inclusion rather than gratuitous aesthetics. Millennials in-particular have been a driver for this shift because of the nuanced ways that they express their sexuality, and their expectation that brands cater to that.
Trend themes
Themes within the Understated Intimacy trend
Three behaviours holding the trend together01
Minimalist re-branding of intimacy products
Intimacy products are being given minimalist makeovers to prioritize function, design, and inclusion over gratuitous aesthetics, reflecting branding-conscious Millennial values.
02
Female-led businesses in the intimacy product industry
The growth of female-owned businesses in this space has brought on a new voice for what many consumers of all genders want in intimacy products.
03
Rebranding of intimate products as wellness products
Companies are aiming to rebrand intimacy products as wellness products, like how Dame Products is rebranding the vibrator, reflecting a shift in consumer focus towards self-care and overall well-being.
Industry implications
What the Understated Intimacy trend means for industry
Where the trend changes the playbookFor
Sex toy industry
The sex toy industry is experiencing a change in branding to reflect Millennial values, female leadership, and rebranding of products as wellness tools for self-care.
For
Subscription-based retail industry
Subscription-based retail services, such as 'Maude's' unisex sex essentials subscription service, are becoming more popular as a new distribution method for intimacy products.
For
Menopausal and perimenopausal intimate skincare industry
The intimate skincare industry is expanding to address the specific needs of perimenopausal and menopausal women, such as MegsMenopause, offering products for vaginal dryness and overall hormonal health.
Workshop question
What's a negative stereotype have about your industry or product category? What would it look like if you were to turn that completely on its head?
Trend signals
Trend signals for Understated Intimacy
Trend score 3.6 out of 10, from popularity 55%, activity 45%, freshness 8%.
Popularity55%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Understated Intimacy trend
3 featured examples from Jun 12, 2017 to Apr 11, 2019CategoryLifestyle
Intimacy Product Subscription Services
'Maude' Offers Sex Essentials Direct-to-Consumer
Opportunities for retailers to create discreet, gender-neutral sections for intimacy products and explore subscription service models.
CategoryLifestyle
Mature Intimate Skincare
MegsMenopause Offers Products for Perimenopausal and Menopausal Women
Disruptive innovation opportunities: Incorporate new ingredients and formulations into skincare products to meet the unique needs of perimenopausal and menopausal women.
CategoryNaughty
Millennial-Branded Personal Lubricants
Hallelubeyah Personal Lubricant is 100% Organic
Opportunity for personal care brands to explore discreet packaging and gender-inclusive marketing strategies to appeal to millennial and Gen X consumers.
