'Lovability Inc.' has released its latest product, Hallelubeyah personal lubricant.
This Millennial-branded personal lubricant is 100% organic, vegan and made from freshly tapped Malaysian rubber. Lovability Inc. is on a mission to deliver gender equality in the bedroom by destigmatizing personal lubricant. As it says: "Lovability’s mission is to spread the word that some [people] need lube to help 'get it on' and that’s more than okay, in fact, it should be celebrated!"
Hallelubeyah personal lubricant's packing is meant for discreet use and features minimal, effortless branding. Millennial brands like Glossier have been following a non-branding approach to products, making them seem as though they aren't directly marketed for anyone in particular so they can be used by everyone. Millennial and Gen X consumers find this approach trustworthy and think of the product more as a friend-to-friend find because they have discovered the product through social media as opposed to being directly targeted by marketers.
Key Themes Behind This Trend
- Discreet Packaging
- Creating minimal, effortless branding that appeals to millennials and Gen X consumers by making the product seem like a friend-to-friend recommendation.
- Gender-inclusive Marketing
- Destigmatizing personal lubricant and promoting gender equality in the bedroom by celebrating the use of lube for all individuals.
- Organic and Vegan Products
- Catering to the growing demand for organic and vegan personal care products by offering a 100% organic and vegan personal lubricant made from freshly tapped Malaysian rubber.
Where This Applies
- Personal Care Products
- Opportunity for personal care brands to explore discreet packaging and gender-inclusive marketing strategies to appeal to millennial and Gen X consumers.
- Sexual Wellness Industry
- Disruptive innovation opportunities to destigmatize personal lubricant and promote gender equality in the bedroom through inclusive marketing and product development.
- Natural and Organic Industry
- Opportunity to tap into the demand for organic and vegan personal care products by developing more natural and sustainable alternatives for the sexual wellness market.
