HEALTH | SEXUAL WELLNESS
Personal Pleasures The sexual wellness category has evolved to include a host of new and innovative products for women and men By Carol Radice
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t’s no surprise the sexual wellness category has come into its own in the past couple of years. The products that fall under the sexual wellness umbrella — sex toys, female contraceptives, condoms and lubricants/sprays/oils — provide relaxation and lower stress. With fewer consumers embarrassed about including sexual wellness items in their lives and increased access at retail, sales have taken off. No longer considered taboo, the topic of sexual wellness and the products associated with it are being discussed more openly by people today. With this openness has come a shift in perspective, an evolving mindset so to speak, that there is a real correlation between the physical and mental advantages sexual wellness offers. And, because of this newfound awareness, sexual wellness has gained relevance as a lifestyle category in many retail formats. “A few years ago, the category we call ‘sexual wellness’ didn’t exist,” said Stephanie Trachtenberg, director of marketing and PR at Satisfyer, based in New York City. “Retailers have since recognized the value of creating a destination for women’s wellness as it relates to sexual health. Now women have access like they have never had before and the destination aisle is allowing for more innovators in the space.” Studies, including one that Satisfyer was involved with, confirm that consumers are turning to sexual pleasure as a means of wellness. “There’s been a heightened focus on the importance of health and wellness and its impact on one’s physical, mental and social well-being. Sexual health is truly your body’s most natural resource of well-being,” she said. For years, the topic of sexual wellness was seen as shameful or unmentionable, but all that has changed, said Emily Sauer, founder and CEO of Brooklyn, N.Y.-based Ohnut.
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She said with more consumers eager to learn about their bodies and more brands such as hers helmed by women who create products and messaging that speak directly to women, the category has gone from being whispered about to being openly discussed. “When more people start talking about something that was once considered taboo, it opens up the floodgates and consumer interest skyrockets,” Sauer said. At the same time, she said it is important to her that Ohnut is viewed as an inclusive company, both internally and in their brand messaging. “At Ohnut, we want folks to know that wherever they are at is totally OK, but also that painful sex is not something they just have to live with,” she said.
Acceptance from All Rebecca Pinette-Dorin, North American sales
manager at Exsens based in Cranston, R.I., said among the reasons the sexual wellness category is receiving a lot of attention is because society’s moral compass is changing. “Largely thanks to millennials and Gen Z, there is a growing indifference to the concept of sexual activity, a sort of ‘of course, you have sex’ attitude,” Pinette-Dorin said. “Masturbation, sex toys and lube have become givens for most young people today, and buying these items has become commonplace.” There has been a palpable shift in consumer buying habits, and while the pandemic is a large part of the reason, there are other factors at play. Michael Trigg, founder and CEO of Las Vegas-based Trigg Laboratories, said consumers have become much more selective when deciding between brands. “The information on packaging, the ingredients and the background of the company
October 2021 DRUGSTORENEWS.COM
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