(Note: This story appears in the April 2022 issue of SE Magazine)
April 22 will come to take on new significance in the years to come if M.D. Science Lab and its flagship lubricant, Swiss Navy, have anything to say about it!
Consider the day April 22. Maybe it’s your birthday. Maybe you know it as Earth Day, conceived as support for environmental protection; or perhaps you celebrate the less-known National Jelly Bean Day.
Although, if Swiss Navy has its say, you may come to know 4/22 as International Lubricant Day.
International Lubricant Day is the brainchild of the team at Swiss Navy, a company known for its premium lubes and supplicants.
“As a team, we were talking about how personal lubricants have helped so many people and how it’s beneficial for couples all over the world, and we thought that
lube isn’t given enough appreciation,” says Briana Watkins, vice president of sales and marketing for Swiss Navy. “I’m sure retailers reading this can attest to hearing customers share how lube made sex better. Given everything that personal lubricant does, we decided it should be celebrated with its own special day.”
Watkins says April 22 was decided upon because it holds significance for several members of the Swiss Navy team.
So, what exactly is International Lubricant Day?
“It’s our way of helping to honor a product that helps bring people together during intimacy and we hope that this holiday eases some of the stigma that is sometimes attached to personal lubricants,” says Watkins. “Intimate wellness is always our focus and we want people to know that lube is healthy. There are many times in a person’s life when a little extra lubricant can make all the difference in the world. And that is OK. We want to support and educate consumers who may feel like using lube is wrong or bad. That is a misconception. Lubricants are a healthy addition to a person’s sex life.
“Truly, our number-one goal with International Lubricant Day is to increase its visibility and acceptability,” she adds.
This upcoming April 22 will mark International Lubricant Day’s second occurrence; 2021 marked the inaugural day and was part of Swiss Navy’s marketing plan.
“I have to thank my teammate, Dr. Sunny Rodgers (intimate health advisor for M.D. Science Lab) for compiling wonderful information for our site and for helping me host last year’s happy hour,” says Watkins.
International Lubricant Day 2021 also saw lubricant races — “everyone cheering on water-based versus silicone lube is a great memory,” recalls Watkins.
#InternationalLubeDay ’22
This year, Swiss Navy is hosting a social media campaign and are calling on fans of personal lube to share ways they have acted as health-boosters with the hashtag #InternationalLubeDay.
Last year, the company saw a plethora of people reach out via social media detailing the positive effects of lube — from enjoying better sex, to combating ED to remedying intimate dryness. It’s proven using lube can enhance sensations as well as overall sexual activity, and yet, there are masses of people who believe lube is unnecessary. That’s partly why this year, Swiss Navy is especially aiming to include consumers, not just retailers, in its celebrations.
“We’re hoping to allow people to see lube in a fresh, new light,” says Watkins. “Lubricants can and should be used for all types of sex play, every time.
The year 2021 didn’t solely mark the first International Lubricant Day, it also saw the introduction of Swiss Navy’s 4-in-1 Playful Flavors collection.
The line recently added Salted Caramel to the lineup.
“I believe 4-in-1 Playful Flavors sell so well because we created them to be multi-use products, which not only gives customers a range of options for enjoyment but saves them money — quite a lot of money when you consider the cost of purchasing four separate products,” says Watkins. “All our 4-in-1 Playful Flavors products provide consumers with four ways to enjoy them — for lubrication, massage, warming temperature play, and, of course, providing a delicious edible experience.”
But until International Lube Day is a worldwide — or at least countrywide — phenomenon, it’ll have to be celebrated somewhat intimately, no pun intended.
“One of our suggested International Lubricant Day activities is talking about lube,” says Watkins. “Ask your closest friends for their lube recommendations. Did you know that according to research, 85% of small businesses get customers through word of mouth? Word-of-mouth recommendations create trust.”
Imagine all the consumers conversing about lube, discussing their favorite types, and sharing their recommendations with their closest friends.
“That can snowball into a lift in sales for Swiss Navy’s retail partners everywhere,” says Watkins.
In addition to talking about lube, it’s a reasonable expectation to think International Lubricant Day would be marked by the use of lube.
Swiss Navy has the day covered on that front as well.
“There are many great reasons to love our Silicone-based Premium Lubricant,” says Watkins, adding it’s the company’s best-selling lube. “It has an incredibly smooth, long-lasting glide and is compatible with latex condoms and non-silicone toys. It’s also perfect for anal play.”
For more information, visit b2bswissnavy.com.
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