Sex toys and accessories are given a millennial-friendly minimal makeover
Trend - 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 - 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.
Insight - 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.
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 Themes
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.
