Device sales continue to rise
While still a relatively small piece of the overall intimacy health offerings, sales of intimacy enhancement devices continue on an upward trajectory, reaching $15.5 million in overall sales on 21.8% growth for the 52 weeks ended June 10 across food, drug and mass (excluding Walmart), according to SymphonyIRI Group data.
The lion’s share of those device sales — predominantly personal massagers and vibrating rings — still goes to Church & Dwight under the Trojan brand, which has 66.1% dollar share of the market. Durex, managed by Reckitt Benckiser, follows with 30.2%.
But there are products on the horizon that may challenge those positions. In the third quarter, RH Labs will be launching a line of intimacy health products with Laura Berman, a very well-known sex and relationship expert. “Dr. Berman’s line is unique in that it’s the first publicly endorsed line of personal massagers,” stated Joshua Maurice, president of RH Labs. “There’s nobody else in the world with her reputation or her expertise, so her support gives these products a huge competitive edge over other brands in the marketplace.”
Intimina is coming to the retail pharmacy space with phase two of its intimacy health launch plans. Phase one represented intimacy health devices, including pelvic floor exercisers that could be used to address urinary incontinence, among other women’s health needs. And phase two features a line of products addressing a woman’s menstrual cycle.
“With the launch of the menstrual care line, women now have effective, drug-free options to ease the burdens this time of the month brings,” commented Donna Faro, Intimina director of sales. “This new line boasts innovative products that cater to every menstrual need — from protection to pain relief to specially formulated intimate cleansers.”
The addition of menstrual health products to the Intimina lineup maintains the focus on “health” within intimacy. “Society is not only more open and knowledgeable about [intimacy health] benefits, but also [people are] far more willing to accept intimate well-being as integral to a woman’s health as a whole,” Faro said. “Walgreens, CVS and Drugstore.com have very much been trendsetters in this regard, stocking these products online before the move to integrate them into regular store settings. And given the tastefulness and discretion of the products themselves, the positive response they have received has come as no surprise.”
The article above is part of the DSN Category Review Series. For the complete Intimacy Health Buy-In Report, including extensive charts, data and more analysis, click here.
Billy Boy targets millenials with grassroots campaign, social media marketing
Jarden Corp., a Germany-based condom manufacturer, will be attempting to carve out a space in mass retail with a grassroots marketing effort targeting college-age men with a message that its Billy Boy brand of condoms is not only fun, but it’s the “better built” condom.
“Quality is really what matters at the end of the day,” Matthew Shifrin, general manager for Billy Boy, told DSN. And Billy Boy will be accentuating its German manufacturing heritage as part of its marketing message, he said. “[More than] half of the condom category in the United States is dominated by 18- to 24-year-old males,” Shifrin said. “What really makes Billy Boy special at the end of the day is we’ve come into this category focusing on that 18 to 24 year old, that bread and butter of this category. … Millennials are fiercely independent, incredibly savvy — a kind of no-BS generation.”
To reach those millennials, Billy Boy will be focusing less on TV and/or print placements and more on social media platforms and grassroots efforts with collegiate marketing and sampling through more than 100 on-campus brand ambassadors. “These are in-house reps that are recruited and trained,” Shifrin noted. “These are social chairs of fraternities and sororities; they are social leaders on campus. When you have a brand ambassador that is [your] relevant demographic, … then that person is going to influence [his or her] peers in a market from 5,000 to 50,000, depending upon the size of the school.”
The article above is part of the DSN Category Review Series. For the complete Intimacy Buy-In Report, including extensive charts, data and more analysis, click here.
CE accessories a boon for drug stores
Impulse purchases are a big part of the electronic accessories segment for the drug channel. Drug stores see strongest sales in such commodity items as blister-packed cameras and camcorders, personal music players, headphones, iPod docks and blank media, according to TWICE’s Alan Wolf. A recent TWICE Top 100 Report said CVS and Walgreens saw a slight decrease in consumer electronics sales in 2011, while Rite Aid category sales were up nearly 6%.
The article above is part of the DSN Category Review Series. For the complete CE Accessories Sell-Through Report, including extensive charts, data and more analysis, click here.