(Note: This story appears in the April 2022 issue of SE Magazine)
Silicone-based, water-based and hybrid: For years, those were the only choices that consumers had when it came to choosing personal lubricants. But that was then — and this is now. In 2022, the choices in lube are more diverse than ever before, as this lucrative product category continues to evolve. In this issue, we’ll highlight the newest and most popular brands and types of personal lubricant, with a special concentration on what’s new to the category.
EXSENS-USA.COM
Accentuate your lube game with Exsens
(Answers courtesy of Rebecca Pinette-Dorin)
SE: What is your best-selling lube?
PINETTE-DORIN: Definitely our Raspberry flavored lube — it’s just too yummy and has no bitter aftertaste like a lot of lubes. It’s also sugar free, vegan, paraben free and FDA cleared.
Recently, however, we launched our new flavor Appletini — and everyone loves it!
SE: What type of lube do you find to be the most popular among your customers — silicone, water, hybrid, CBD or something else?
PINETTE-DORIN: We only sell water-based lube, so that’s definitely what’s popular. Our Aloe Vera lubricant, which is made with pure organic Aloe Vera, does have quite a faithful following, however. I know that a lot of our customers use it also for everyday vaginal dryness.
SE: What’s the No. 1 question or misconception you hear from customers surrounding lubricant?
PINETTE-DORIN: Definitely that glycerin “grows yeast.” This is just blatantly untrue and scientifically ridiculous. The link between some lubes and yeast infections is far more complex. High osmolality caused by cheap formulations is to blame for creating unhappy, pH-imbalanced vaginal environments and I think our customers with vaginas are smart enough to understand this. Wrongfully demonizing glycerin is not really helping anything. High-quality vegan glycerin makes great, long-lasting lube. We should stop dumbing it down for our customers — they can handle the truth!
SE: With the development of the lube category over the years — have you found you’re merchandising lube differently than in years past?
PINETTE-DORIN: We are selling lube into mainstream far more these days. We just recently placed our lubes into a number of Natural Grocers stores, for example. It’s nice to see buyers have accepted that lube is a part of common health care.
SE: Are there certain toys that lend themselves the best to play with lube or, conversely, toys that should be avoided with lube?
PINETTE-DORIN: Lube is good with everything!
DOCJOHNSON.COM
Doc’s orders are to follow your Mood
(Answers courtesy of Thao Dipolito)
SE: What type of lube do you find to be the most popular among your customers — silicone, water, hybrid, CBD or something else?
DIPOLITO: Water-based is definitely our top seller. Because it is compatible with all toys, it’s a natural choice for our consumers to purchase. Our Mood Water-Based, which is available in many sizes, is a popular choice.
SE: What’s the No. 1 question or misconception you hear from customers surrounding lubricant?
DIPOLITO: Just if it’s necessary, to which we always say yes! Wetter is better!
SE: With the development of the lube category over the years — have you found you’re merchandising lube differently than in years past?
DIPOLITO: We have more options, but our overall approach to teach about and merchandising lube has remained consistent.
SE: Are there certain toys that lend themselves the best to play with lube or, conversely, toys that should be avoided with lube?
DIPOLITO: Anything insertable should be used with lube. Even if the user’s body naturally produces a lot of lubrication, extra lube should always be added to play comfortably and have the most pleasure. We don’t have products that can’t be used with lube, but we don’t recommend ever using oil-based lubes with any of our products.
PROMESCENT.COM
Follow the (Prome)scent
(Answers courtesy of Michael Firestone)
SE: What is your best-selling lube?
FIRESTONE: The quality and healthy ingredients of our Premium Organic-Aloe Lubricant has made it a favorite among our customers and a clear best seller.
SE: What type of lube do you find to be the most popular among your customers — silicone, water, hybrid, CBD or something else?
FIRESTONE: People want something that’s safe and feels great. That’s why our customers have loved our Premium Organic-Aloe Lubricant — a 100% natural water-based lube with fresh, rejuvenating ingredients.
SE: What’s the No. 1 question or misconception you hear from customers surrounding lubricant?
FIRESTONE: The biggest misconception surrounding lube is the notion that it has to be brought out only when things get a bit dry. Lube can enhance pleasure and comfort in anyone’s sex life, whether it’s needed or not.
SE: With the development of the lube category over the years — have you found you’re merchandising lube differently than in years past?
FIRESTONE: Promescent has always been particularly conscious of what goes into a great lube and the effects it has on the body. Over the years, we’ve been continuously trying to find the perfect balance between a long-lasting lube that feels great for both partners, is safe and even healthy, and easy to clean up afterwards. We proudly believe that our Organic-Aloe Lubricant is the best on the market at accomplishing this aim.
SE: Are there certain toys that lend themselves the best to play with lube or, conversely, toys that should be avoided with lube?
FIRESTONE: Promescent’s Premium Water-Based and Organic Aloe Lubricants go great with any toy you like. Our Silicone-Lube, while great with glass or metal toys, is incompatible with silicone toys as it degrades the material.
PJUR.US
lube gets a pjur look
(Answers courtesy of Stephanie Ingram)
SE: What is your best-selling lube?
INGRAM: For the first time in America, pjur BACK DOOR Silicone has taken the No. 1-selling spot by a narrow margin over pjur ORIGINAL.
SE: What type of lube do you find to be the most popular among your customers — silicone, water, hybrid, CBD or something else?
INGRAM: pjur is synonymous with silicone lubricants — it’s what the pjur brand is best known for since it pioneered the use of silicone for personal lubricants more than 25 years ago.
SE: What’s the No. 1 question or misconception you hear from customers surrounding lubricant?
INGRAM: That they don’t need lube! You might not think you need lube, but adding lube into your sexual repertoire is the easiest, more accessible product available. When someone tells me they don’t need lube, I like to tell them that sex without pjur is like a bath without bubbles — sure, it’s good on it’s own, but add bubbles and now you have extra moisture and total luxury.
SE: With the development of the lube category over the years — have you found you’re merchandising lube differently than in years past?
INGRAM: This is a competitive category which can be overwhelming to sell, and shop. Creating a consistent brand image and message is important. Two things we try to focus on are real estate friendly POS that can be utilized in multiple spaces but can also help our retail partners merchandise effectively. The pjur acrylic display has an interchangeable (or removable) back panel that helps highlight best selling SKUs but also offers stability on shelf. There is nothing worse than when bottles of lube start to topple.
SE: Are there certain toys that lend themselves the best to play with lube or, conversely, toys that should be avoided with lube?
INGRAM: If you want to use a pjur silicone lubricant it’s best paired with glass, hard plastic, or metal toys- you should avoid using silicone lubricant with silicone toys.
CREATIVECONCEPTIONS.COM
When lubrication gets Creative
(Answers courtesy of Jane Bowles)
SE: What is your best-selling lube?
BOWLES: Our best selling lube is Aqua — our water-based lube. With a feeling that is as close to your own natural lubrication as possible, and achieving great reviews, Skins Aqua is sure to keep your customers coming back for more. As with all our water-based lubes, Skins Aqua boasts ReAquav8 technology meaning it can be reactivated with just a spritz of water allowing you to enjoy natural-feeling, super smooth sex for even longer.
SE: What type of lube do you find to be the most popular among your customers — silicone, water, hybrid, CBD or something else?
BOWLES: Our top three lubes are all water based as I think, firstly, customers always feel comfortable with water-based products and know they will work with all toys and in all situations. As mentioned above, our plain water based lube Aqua comes out on top closely followed by our tingling lube Skins Excite. Women in particular love the tantalizing, tingling effect that heightens sensation and helps achieve new levels of pleasure. Third in our line up is Skins Strawberry — the same formula as our best-selling Aqua lube but with a delicious, all-natural strawberry flavour for all things oral.
SE: What’s the No. 1 question or misconception you hear from customers surrounding lubricant?
BOWLES: If I had a dollar for every time I have heard anyone say “We don’t need lube,” I would be a very rich person! I do think the younger generation is more lube savvy, but its all about education and getting over the misconception that lube is a solution to a perceived problem. Whilst lube can provide a brilliantly easy and available solution to the many women who do experience vaginal dryness at certain times of their lives due to monthly cycles, childbirth, menopause, depression and post cancer treatments, it’s everyday benefits for everyone can’t be overlooked. It just makes sex easier, smoother, allowing all couples to try all sorts of fun and varied positions as well as experimenting with anal adventures. And you cant beat it for solo play — sorry for the bluntness, but it’s definitely better than spit!
SE: With the development of the lube category over the years — have you found you’re merchandising lube differently than in years past?
BOWLES: I think with new kinds of lube being added it can almost over-face the customer, giving them too many choices. It’s really important that each type is easily identifiable with a succinct product identifier and benefit on the front so the customer can make an informed decision quickly and easily. Our countertop POS has been designed to do just this.
SE: Are there certain toys that lend themselves the best to play with lube or, conversely, toys that should be avoided with lube?
BOWLES: Masturbators always benefit from a good lube as do all anal toys where lube is a must. Regarding toys that should be avoided with lube, it’s always been felt that silicone lube can loosen the molecules of silicone toys if not thoroughly cleaned afterwards. It’s also worth mentioning that oil-based lubes are not compatible with latex and should be avoided at all times when using a condom or other latex-barrier protection.
Lube is such a wonderful pleasure product and we can really add to our customers’ sex lives by helping educate them as to the many benefits. From the retailer’s point of view, it is also such an amazing opportunity to increase the basket spend and to gain a loyal repeat customer. There aren’t too many consumable products in our industry but a high-quality, premium lubricant is a great way to ensure regular visits from your customer, each time giving you the opportunity to tempt them with the many other great products you have in store.
ORIGINALBONERGEL.COM
At Sonanto Cosmetics, there’s nothing quite like the Original
(Answers courtesy of Manuel Deran)
SE: What is your best-selling lube?
DERAN: Original Boner Gel is a one-of-a kind, oil-based lube that doubles as skincare and is guaranteed to increase growth. It’s remarkable.
SE: What’s the No. 1 question or misconception you hear from customers surrounding lubricant?
DERAN: We developed this product because most customers complained they do not get any other benefits from traditional lube. When you use our product, not only do you get lubrication but you get amazing skin care benefits. It’s a two in one!
SE: With the development of the lube category over the years — have you found you’re merchandising lube differently than in years past?
DERAN: We merchandise our lube specifically under skin care — it is a revolutionary new product.
SE: Are there certain toys that lend themselves the best to play with lube or, conversely, toys that should be avoided with lube?
DERAN: We prefer our lubes used only on skin. Why waste this golden formula on a toy when you can soak up all the goodness?
B2BSWISSNAVY.COM
Swiss Navy comes to the rescue every time!
(Answers courtesy of Briana Watkins)
SE: What is your best-selling lube?
WATKINS: Our Swiss Navy Silicone-based Premium Lubricant outsells our other products by four to one.
There are many great reasons to love our Swiss Navy silicone lubricant — 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.
SE: What type of lube do you find to be the most popular among your customers — silicone, water, hybrid, CBD or something else?
WATKINS: I would say our 4-in-1 Playful Flavors collection has been a huge hit since we introduced it in 2021. So much so, that we added a new flavor, Salted Caramel.
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. All our 4-in-1 Playful Flavors products provide consumers with four ways to enjoy them: lubrication, massage, warming temperature play, and an edible experience.
SE: What’s the No. 1 question or misconception you hear from customers surrounding lubricant?
WATKINS: The most common misconception we hear is that people say they don’t need lube.
Lubricants can and should be used for all types of sex play, every time. Lubricants can ease discomfort while increasing sensitivity and arousal; they can help combat the drying effects of aging, medications and hormonal changes. Research by Indiana University found that almost 70% of women reported using lubricants made sex feel very pleasurable and more comfortable.
Another question we get quite often is if there is a difference between products that are reported to be vaginal moisturizers and those that are titled lubricants.
While some may say vaginal moisturizers are meant to be used on a daily basis, whereas lubricants are intended for use only during sexual activities, there is actually a more realistic correlation between the two.
Because the FDA considers lubricants “medical devices”, only those manufacturers with FDA-registered lubricant formulas can use the term “lubricant” on their products.
This means personal moisturizer formulas are not tested and approved by the procedures and protocols of the FDA. This applies to anything not titled lubricant — i.e., personal moisturizer, intimate body lotion, etc.
Our Swiss Navy facilities are FDA-regulated to ensure our products meet safety standards that consumers deserve.
SE: With the development of the lube category over the years — have you found you’re merchandising lube differently than in years past?
WATKINS: Merchandising is one of the reasons we brought our brand ambassador Rocky Bowell on board.
Rocky has spent the last year and a half traveling all over the country helping retailers better merchandise their lubricant categories. He has reported product brands grouped together, such as our Desire by Swiss Navy collection and 4-in-1 Playful Flavors, have a stronger visual impact for consumers. This is especially key since many of our products are intended to be used together to create a customizable intimate experience for the consumer — think Desire’s Sexy Stimulating Cream and Desire’s Intimate Water-based Lubricant.
We also created an online resource center (B2BSwissNavy.com) where retailers can schedule a training with Rocky and find training materials.
SE: Are there certain toys that lend themselves the best to play with lube or, conversely, toys that should be avoided with lube?
WATKINS: I think the old adage of not using silicone lubricants with silicone toys holds true. But our Swiss Navy Water-based Lubricants are made to be compatible with a number of toy materials: silicone, TPR/TPE, PVC and plastic, latex, glass, and jelly rubbers.
However, the most important item to remember when thinking of toy care is cleanliness!
According to Deloitte Business Consulting, 84% of consumers rank personal cleanliness as very important, while sales of personal sanitization products are up 30% from last year. Consumers view cleaning products as essential — especially in a pandemic climate — and many appreciate the added convenience of a wipe, which is one reason we added our cleaning wipes this past year.
We are always keeping our eyes on the research to give our retailer partners the products that are driving consumers sales. We know their success is our success.
SHUNGA.COM
Shunga makes its splash
(Answers courtesy of Louis-Philippe Roussy)
SE: What is your best-selling lube?
ROUSSY: TOKO Aqua, a water-based unscented lubricant.
SE: What type of lube do you find to be the most popular among your customers — silicone, water, hybrid, CBD or something else?
ROUSSY: TOKO Aroma in strawberry is very popular. It’s water based, and delicious with no aftertaste! Certain trends emerged during the last couple of years, but the water-based lubricants remained the most popular.
SE: What’s the No. 1 question or misconception you hear from customers surrounding lubricant?
ROUSSY: Costumers are still asking if silicone lubricants can be used with silicone toys.
SE: With the development of the lube category over the years — have you found you’re merchandising lube differently than in years past?
ROUSSY: Yes we are, we need to evolve with the times. We had to adapt and come up with new fragrances and aromas while respecting the Shunga brand.
SE: Are there certain toys that lend themselves the best to play with lube or, conversely, toys that should be avoided with lube?
ROUSSY: Silicone and glass toys perform the best with lubricants because they are not porous. As always, the golden rule remains, never use silicone lubricant on a silicone toy!
Distributor pick
HOLIDAYPRODUCTS.COM
Unwrap the gift of lube, courtesy of Holiday Products
(Answers courtesy of Molly Romeo)
SE: What is your best-selling lube?
ROMEO: Retailers are loving Wicked Simply for the clean quality ingredients and luxurious silky texture. The packaging fits anywhere in the store so it’s easy to merchandise. I think my customers also appreciate that most items from that brand are rarely out of stock.
SE: What’s the No. 1 question or misconception you hear from retailers surrounding lubricant?
ROMEO: Some retailers don’t realize how savvy consumers have become when it comes to ingredients. Folks are much more concerned with what goes into the body, so it’s a good idea to stock items that cater to those customers.
SE: What type of lube do you find to be the most popular among your customers — silicone, water, hybrid, CBD or something else?
ROMEO: Water based is the most popular because it’s so versatile. It can be used for body-to-body contact, anal play, or toy play.
SE: Are there any particular trends you’re noticing when it comes to lube orders lately?
ROMEO: More retailers are discovering the joys of hybrid lubes. They give you the easy cleanup of a water-based formula with the staying power of a silicone. Additionally, the creamy texture and white appearance resemble something else, which is great for fantasy scenarios.
SE: With shipping and ingredient cost at an all-time high, have you seen any slowdown in lube purchasing from retailers?
ROMEO: There has been no noticeable slowdown with lube buys. It’s our top-selling category, and we even just released an entire printed catalog dedicated to lubes and enhancers.
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