Philips Enters Sex Toy Market with Intimate Massager - Targeted For Mainstream Stores?

[Dan And Jennifer]

Breaking sex toy news today via Gizmodo... Philips (yes, the people behind those excellent electric toothbrushes) is getting into the sex toy business!

While it is completely astounding that in today's day and age in modern U.S. cities you usually have to go to a seedy and dangerous part of town to purchase a vibrator (which are even illegal in some states, seriously)... Philips is taking a huge step forward out of the victorian times of sexual repression. At least in the U.K initially, and then planning on entering other European markets.

Per the article...

Philips labels them "relationship care" gizmos, which kind of deflects attention away from the gadget details: multiple vibration modes (up to 120Hz) and intensities, a wireless charger base/storage case which avoids the need for battery replacements, they make a "soft purring sound," and are ergonomically designed. Silliness aside, it looks like Philips has really thought about these things, and priced them accordingly: the Warm Intimate Massager is around $140 in the UK, while Dual Massagers (his and hers) are $160 as is the unisex version.

Here's the actual Philips press release - read carefully...

London, United Kingdom – Royal Philips Electronics (NYSE:PHG, AEX:PHI) today announced the launch of a new category of ‘Relationship Care’ with the introduction in the UK of a range of products designed to enhance couples’ sexual well-being. These products will specifically target a new and previously unaddressed market of consumers in the 35-55 year age group who are open to using intimate accessories. Philips will sell its ‘Intimate Massager’ range in the UK through selected high street retailers i.e. Boots, Selfridges of London and Amazon UK.

“Today’s product launch is exciting as Philips enters this new market with a unique offering for consumers’ personal well-being,” says Sheila Struyck, Head of Market-driven Innovation and Category Leader for Relationship Care within Philips’ Consumer Lifestyle sector. “This is an attractive market opportunity that Philips is in a unique position to pursue. We have the expertise in health and well-being, a strong track record in product design, a deep knowledge of consumer marketing, as well as a brand shown to lend credibility and appeal to this product category by addressing our target market in an accessible way.”

The category is being launched following extensive market research. In the UK, research showed that 35% of adults would consider using an intimate accessory with their partner if it were designed for couples rather than being meant for individual use. Furthermore, studies showed these adults would be more likely to try such products if they could buy them through more accessible and – what consumers perceive to be – less embarrassing retail channels.

The first product launch from the Relationship Care category is a range of ‘Intimate Massagers’. These have been designed to be tasteful and stylish in their look and feel, creating an appealing product for consumers that can be sold by mainstream retailers. Philips’ Intimate Massagers are also the first non-penetrative stimulators designed for partners to use together.

In commenting on the launch of Philips’ new range of Intimate Massagers, Simon McCandlish, Commercial Director for Healthcare from Boots said: “People come to Boots because they trust us to provide excellent healthcare products and advice. We believe that a healthier love life can improve overall health and well-being – and our customers have told us that they would like to buy these products from us. Both Boots and Philips are brands that stand for quality, reliability and trust. Our joint objectives are to provide High Street access to a range of products designed to enhance the love lives of UK consumers.”

Following the UK launch, Philips expects to introduce its range of Intimate Massagers in other European markets in 2009.

The launch of this new category reinforces Philips’ strategy as a health and well-being company to build market leadership positions in high-growth, high-margin businesses. For 2008, Philips estimates the value of the market for Relationship Care – a new and previously unaddressed market - to be approximately EUR 70 million for the UK and approximately EUR 280 million for Western Europe, with growth rates between 5% and 15%.

Philips’ new Relationship Care product category will form part of Philips’ Health & Wellness business unit within the company’s Consumer Lifestyle sector.

Thoughts?

[kettlekorn]

I checked them out online and they look really nice. It seems like they put a lot of thought into the design.

[scarbowl]

On sale at Boots in the UK. Seems less likely we'll see them in CVS or Revco!

[Dan And Jennifer]

Hold that thought folks, that's what we're shooting for. i think that IS the significant point here, that mainstream company doing this.

In fact, the Trojan fingertip massager IS starting to show up in drug stores - see that post here.

[toyblogger]

Originally Posted by Dan And Jennifer

Hold that thought folks, that's what we're shooting for. i think that IS the significant point here, that mainstream company doing this.

In fact, the Trojan fingertip massager IS starting to show up in drug stores - see that post here.

Also, under health and beauty products at Amazon.com, you'll find a selection of vibes and dildos, PLUS some bondage stuff from sportsheets. Walgreens in Philly carries two or three traditional vibes, and a couple of massagers.

Toys are losing the stigma that was once attached to them. Americans are beginning to accept that a healthy expression of sexuality is as important to physical and mental health as rest, eating well and taking vacations. On that note, if you think of a good massager as a first class ticket to somewhere nice, why wouldn't you sell it over the counter.

Good riddance to bad hangups.

[Dan And Jennifer]

Right on Bill! It's about time to get rid of those silly stigmas, they're left over from times gone by and don't really serve us today.

Which is something we're taking on head on in a big way with a massive initiative we're about to kick off - hence the email where I said "this was great timing". :-) let's talk this week.

Dan

[kinkysophie]

This is good news! I wouldn't be surprised if they would hit American markets soon. Good thing that sex toys are now openly embraced by more people, thereby exploring their sexualities deeper and wider.