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9th volume •monthly publication •01/2015 •HOSTS OF THE EROTIXXX AWARDs 2015 No. 01 No. • 75491 strictly for adults only
Feature Interview Interview Go for Gold: 20 years of pjur Samir Saraiya brings the Official 50 Stephen Gamble talks about Love Shades of Grey Pleasure Collection Life Products page 44 to India page 52 page 68 EAN_01-15_00_EAN_01-15_00.qxd 18.12.14 12:44 Seite 2 EAN_01-15_00_EAN_01-15_00.qxd 18.12.14 12:44 Seite 3 EAN_01-15_00_EAN_01-15_00.qxd 18.12.14 12:14 Seite 2 EAN_01-15_00_EAN_01-15_00.qxd 18.12.14 12:14 Seite 3 EAN_01-15_06+07_Inhalt_Layout 1 18.12.14 13:46 Seite 1
Crowdfunding is becoming more and more popular, Sometimes, it's all in the name: The Booty and the erotic industry is also taking advantage of this Glove is indeed ... a glove! Towner Saporno new trend. In our feature, we take a look at the cam- explains why this seemingly simple product paign for DAME Products' EVA. will conquer the erotic market. Page 38 Page 54
Page 72 Page 80
Florentine Winter runs a German-language blog about all In our interview, Robin Elenga from Revel Body explains things to do with sexuality and eroticism. We interviewed her why his company uses patents to protect its innovations, to learn more about her website and about her opinion on and we also learn which new products we can look forward the current developments in the erotic market. to in the future.
Robert Karlsson, the inventor of the H2O Vibe, has tamed the power of water for our pleasure, but even he is at the mercy of the wet element when the old motor of his boat gives up the ghost. All the things you may have wondered about Robert - we've asked them in this edition of our Monthly Mayhem. Page 130
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CONTENT
News: International Business News 08
Feature: DAME Products 38
Feature: Since it was founded in London in 1991, Regulation has been Ringing in 2015 with California Exotic Novelties 48 selling fetish products for men such as hand-made clothing Interview: and accessories. In our interview, Dorian Reland talks about Samir Saraiya (Digital E-Life) 52 his store and the current trends in the fetish market. 62 Page Interview: Towner Saporno (Booty Glove) 54
Interview: Maxx Padilla (The Handie) 58
Interview: Dorian Reland (Regulation) 62
Interview: Stephen Gamble (Love Life Products) 68
Interview: Florentine Winter 72
Interview: Page 88 Tapio Ruppa (AntiShop) 86
As far as technologically sophisticated masturbators for men Interview: go, Autoblow 2 blows most of the competition out of the Brian Sloan (Autoblow) 88 water. Brian Sloan presents the pleasure giver in our interview. Interview: Janina Gatzky (Separee) 94
Interview: Helle Panzieri (Baci Lingerie) 100
Interview: Jordan Weiser (pjur group) 112
Interview: Tim Brown (UMProducts) 118
Highstreets: 132
Calendar: 138
The international b2b trade fair for the erotic industry Hannover Messe Halle 27 D 30539 Hanover Germany 07 - 09 October 2015 07
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NEWS
letter from the editor The eroticArt Dear readers Collection 2015
On behalf of myself and the entire S&T Rubber starts calendar distribution team of EAN, I wish you a great new year. The ho- lidays are over, the Christmas goose is digested, Wadgassen, Germany - The erotic industry will soon hold it and the fireworks have faded. It's time to get back in it's hands: the eroticArt Collection Calendar 2015, desig- to the serious side of life. In our industry, this means ned and produced at Mediatainmend Publishing, which is finding new ways to bring even more pleasure to celebrating it's debut at the moment. It is being distributed the consumers' bedrooms (or to any other place free of charge to the erotic retail in cooperation with S&T where erotic products are used). Rubber GmbH. I am sure the products will continue to evolve this year, not just with respect to the design, but also in terms of new technologies we haven't tapped into yet - although producers would be ill-advised to jump at any technological innovation without pay- ing attention to the consumers' wishes and needs. I for one am already very excited to see the great innovations that the creative minds of the industry will bestow upon us this year. And naturally, the market is also going to develop in other areas as well. As the triumph of the online trade seems un- stoppable at this point, brick and mortar retailers are once again faced with the question: How do I have to position my store to survive in this market- place? The past few years have already brought a number of interesting business concepts to the fore, so there are definitely ways to be successful in this trade, also in the future. Also, I hope that this is the year when the erotic industry finally conquers he calendar, which stands out nudes, always matching the de- the malls and city centres of Europe with classy thanks to its artful finesse as well picted products. The calendar is boutique-style stores. The foundation for such a Tas its eroticism, offers the whole printed in the format A2 with spiral development has already been laid, after all. erotic industry a stylish and practical binding and on high-grade high In general, there should be no quarrelling between overview over the months of the up- gloss paper to emphasize the classy offline and online trade; the two should work in uni- coming year, and makes a good presentation. Among the sponsors son, pulling in the same direction to succeed. One impression not only in the office, but of the first edition are S&T Rubber, business concept alone just isn't enough to satisfy also on the sales floor. Leg Avenue Europe, Scala Play- the needs of every consumer. house and a2z-Services. However, I hope that we can satisfy the need of The calendar shows on monthly all our readers with one magazine, and that EAN sheets a combination of pictures of Anybody, who is interested in recei- will remain your first choice for news, trends, and professional photographers and ving a calendar free of charge can insights into the erotic market in 2015! highlight products, provided by va- turn to Mediatainment Publishing via rious manufacturers and distributors. E-Mail ([email protected]) or via That’s it for this month! The motives range from portraits to fax (+49 (0) 5138 60 220 29). Randolph Heil
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NEWS
Fleshlight counterfeiter ‘Lemei’ gets raided in China The fight goes on
Shenzhen, China - Last month, the Shenzhen Market Supervision Bureau raided the facto- ries of Chinese counterfeiter “Lemei,” which was producing fake Fleshlight products.
nteractive Life Forms, makers of the Fleshlight brand Packaging of fake Fleshlight products Iof masturbators, said it worked with the Chinese go- vernment agency for two years. According to Fleshlight lopment, operational areas and ultimately they impact COO Brian Shubin, Fleshlight plans to “relentlessly conti- our customers, most of which are trying to purchase le- nue this fight on infringers of Fleshlight brand goods.” gitimate products that are developed and made in Matthew Esber, ILF’s General Counsel said, “Counterfei- America and Spain. We worked with the Market Super- ting operations like this essentially are defrauding cus- vision Bureau in China because we strongly believe in tomers by stealing from American companies like ILF. defending the intellectual property rights that we’ve Losses from counterfeiting impact our product deve- worked so hard to create.”
LELO launches new PINO ‘Exclusively for Bankers’ tockholm, Sweden - Swedish luxury intimate brand LELO Shas revealed one of their most distinguished pleasure products to date, the PINO vibrating couples’ ring that is des- cribed as ‘the ultimate stimulus package, designed exclusively with bankers in mind.’ Close to 10,000 PINO products have already shipped globally to retailers since November 1, with media attention escalating sharply thanks to a widespread media promotion. The new LELO PINO is a luxurious silicone couples’ ring with a unique form that promises two ways to wear in any position, alongside 10 diverse and powerful sti- mulation modes. It is also 100% waterproof and recharge- able with the lifespan of 10,000 disposable rings, making it the soundest long-term investment. Packaged in LELO’s most luxurious gift box yet, complete with signature mo- ney clip and cufflinks, PINO arrives as a unique and de- sirable gift for bankers, exe- cutives and businessmen. PINO is available in the colors of Black and Federal Blue.
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NEWS
Cal Exotic revolutionizes the meaning of control with the new Impress line The Impress Collection Brings New Meaning to Vibration, Pulsation & Escalation
Los Angeles, USA - California Exotic Novelties reveals the Impress Collection, one of their most revolutionary lines to date. This line is sure to impress with its latest advancement in pleasure product technology as well as its new take on what it means to vibrate, pulsate and ultimately escalate.
usan Colvin, President and CEO deo Series. CalExotics Expert Sexpert, lation that hits more than one hot spot Sof California Exotic Novelties, says, Jaiya, hosts the three-part series that with the unique Impress™ Dual Kiss, “The Impress Collection is a beautiful, not only informs consumers, but is a Impress™ Dove, Impress™ ‘g’, Im- eye-catching line that everyone is great training tool. The videos are press™ Rabbit, and Impress™ Ton- drawn to. The pressure sensitive con- available on the Impress product pa- gue. Or, the user can opt for two trol pad is the most incredible feature! ges of the website, on www.CalExo- pleasure-enhancing wands, the Im- The user can squeeze for progressive tics.TV and on the company’s You- press™ Scoop and the Impress™ speeds on any Tube page. The videos are Wand. “Talk about pretty,” says Jackie function. The variety also available to play on White, Vice President of Sales for of colors and shapes in-store video screens. All California Exotic Novelties. “The Im- make this line desti- of the Impress items are press pieces are as attractive as they ned to become a waterproof, made from are powerful. The 12 functions mean top-seller.” The pres- premium silicone and that there is something for everyone, sure sensitive control have 12 intense functions not to mention the pressure pad for pad is the most inno- of vibration, pulsation and those who want a little something ex- vative feature of Im- intensification, which can tra!” All the Impress products come press. To illustrate this be further advanced by a in pink, teal, and purple and feature incredible function, pressure sensitive pad. The an easy auto lock for function and as well as all the be- use of seamless silicone speed couples with a power button nefits of the col- allows for each piece to with LED indicator. The packaging lection, California feature a flexible shaft that actually serves as a magnetic keep- The Impress line Exotic Novelties pro- has pressure moves with the user. The sake box, so that the items always duced an Impress Vi- sensitive controls user can have dual stimu- stay impressive.
Aneros at ABS Holdings imborne, Eng- another market leader finds its place be able to offer it to our customers. Wland - ABS Hol- in the ABS warehouse.” says Glenn We have over fifteen different dings is pleased to an- Wilde. “This exciting range of pro- pieces to choice from and we are nounce that the Aneros state stimulators and anal toys has sure that our customers will find a range has now arrived proved its mettle in the market suitable place in their inventory for into the warehouse. “Yet place and we are very pleased to this already best-selling brand.”
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A trip back to the last eroFame www.joydivision.de
Hanover, Germany - With its lines of Joysticks, Joyballs and its topsellers AQUAglide, BIOglide, massage products like WARMup, and lines like EROpharm, PENISEX and its unique Soft-Tam- pons the German manufacturer JOYDIVISION has had a lot to offer at this years eroFame.
ecause of the company’s 20th anniversary, it was impor- Btant for it, to share their 20 years of success with the whole industry. For that reason, the company released a video, celebrating not only their anniversary, but also a successful eroFame. The video can be viewed at www.joydivision.de. For a video in higher reso- lution, please contact JOYDIVISION's eroFame video [email protected] can be viewed at www.joydivision.de
KINK ijchen, The Netherlands - WLeg avenue is the most se- ductive lingerie brand a woman could own. With their new erotic chic collection called KINK, Leg Ave- nue creates a fantasy place we all want to explore. Leg Avenue wants every woman who wears their lingerie to feel confident, extremely sexy and to, ultimately, be in control of what she wants. Ranging from seducing cupless body stockings to sexy wet look bondage teddies and body harnes- ses to faux leather flogger and satin lined soft cuffs.
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NEWS
JOPEN releases five new enviable pieces from the ENVY collection Dual Simulators, Panty Vibe and Kegel Exercisers added to the new line
Los Angeles, USA – JOPEN releases five amazing additions to the luxurious ENVY Collection. These stunning new pieces are now in stock and available globally.
usan Colvin, President and CEO dent, incremental speed control. The They have so many sought-after fea- Sof JOPEN, says, “In addition to ENVY Eight offers a flicker-like stimula- tures and benefits; this is certainly one being incredibly luxurious and sensual, tion, while the ENVY Nine features for retailers to stock in their luxury toy the ENVY Collection is one of JOPEN’s large butterfly wings that hug and ca- section.” ENVY is most famous for most technologically advanced pro- ress. To demonstrate the unbelievable being known as world’s most powerful duct lines as it encompasses many additions to the collection, JOPEN pro- vibrator. All of the line’s products boast incredible features. The incremental duced an ENVY Video Series. CalExo- a complete charge time of two and speed control, the USB charging cord, tics Expert Sexpert, Jaiya, hosts the a half hours as well as independent travel lock feature, not to mention the four-part series that not only informs speed control, which gives the user extreme power, make ENVY live up to consumers, but is a great training tool. more options. Made of premium Sili- its name.” The ENVY Fifteen is a brand The videos are available on the ENVY cone, they have a satin finish that is new take on the ever-popular panty product pages of the website and on virtually seamless. Plus, they are whis- teaser. This wirelessly remote control- the company’s YouTube page. The per-quiet and is waterproof. The items led teaser is petite, discreet and er- videos are also available to play on all come with a universal USB charging gonomically shaped so that it can fit in-store video screens. The ENVY Six- cord and security travel lock function comfortably in any panty. The remote teen and Seventeen are redefining for the users on the go. control range reaches up to 16.5'/5m, Kegel exercisers with their intense in- so the massager’s five functions can cremental speed control. These di- be enjoyed during solo or partner screet exercisers have easy retrieval play. It also includes a state-of-the-art cords. Like other ENVY products in that memory chip, so the user can pick they too are unscented, non-porous up where they left off. The ENVY Eight and hypoallergenic. Robin Stewart, and ENVY Nine also lets the user re- Brand Manager for JOPEN, says, “I sume on the last function used. These can’t believe how amazing the new 8,000RPM dual-motored ENVY products are! Everyone who stimulators have seven sees them falls instantly in love with functions plus indepen- them—or should I say ‘envies’ them? The ENVY Fifteen is a brand new take on the ever-popular panty teaser
More fun from Fun Factory at ABS Holdings imborne, England - powered vibes – The Jam, The Jou- expect from Fun Factory. They also WABS Holdings has pie and The Jazzie. “These three slim come in at a very attractive price now expanded their Fun vibes are battery powered, cute loo- point making them ideal for those Factory range to include king and made to the very high new to the delights of sex toys,” says three new battery standards that we have come to Glenn Wilde
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NEWS
Nomi Tang Better than Chocolate 2 - blue and IntiMate – purple Two new exciting colors
Hong Kong - In response to the customers’ demand, Nomi added new Better than Chocolate 2 is exciting colors to her hot sellers Better than Chocolate 2 and IntiMate. now available in dark blue
etter than Chocolate 2 is now available in dark blue Mate is an amazing set of two highly effective Kegel balls! Band IntiMate in purple. Better than Chocolate 2 is the With its discreet and sleek design, it works to strengthen the second generation of Nomi Tang's first product, an award- vaginal wall, makes it more responsive to touch, improving winning clit vibrator with an intelligent touch control interface. muscular control and allowing for the most intense and sti- With compact shape, it fits perfectly in the hand and against mulating orgasms. Besides the high quality, the competitive the body. It has been Nomi’s best selling clit vibrator with pricing is also another great advantage of IntiMate, so it red-violet and hot pink colors. Now customers have one enjoys great popularity in the market. And now customers more elegant color to choose: dark blue. Better than Cho- can choose one more exciting color: purple. IntiMate Fea- colate 2 Features: Slide to control the speed, pinpoint clit tures: Set of two Kegel balls, stylish, discreet, 100% waterproof, stimulation, seamless silicone finish, waterproof, USB rechar- medical grade silicone material, easy to insert, weight: geable, available colors: red-violet, hot pink, dark blue. Inti- single ball: 53g, double ball: 107g. EAN_01-15_08-35_Edi_News_Layout 1 18.12.14 13:44 Seite 7
NEWS
Net1on1 Wholesale first and only distributor for Minna Life in the UK Limon, Ola & kGoal
St Albans, England - Starting the New Year with a bang, Net 1on1 Wholesale announce the arrival of San Francisco startup brand, Minna Life, further expanding their sexual health category. Last year the UK-based distributor informed the industry that its new buying stra- tegy would shift to include more sexual health lines.
ith this in mind and keen to en- safe silicone materials, and unique tion with the free smartphone app, Wcourage new, innovative ergonomic design. generates real-time ‘biofeedback’, brands to the UK market, Net 1on1 Harnessing their revolutionary, allowing the user to track their exer- took the opportunity to stock Minna squeezable interface, the Limon and cise progress and performance. Just Life’s newly developed products. Ola allow the user to increase and like other personal fitness devices in The Minna Life Limon (Squeeze-control decrease vibrations by adding or re- the mainstream market! Helping to Clitoral Stimulator), Ola (Squeeze-con- ducing the pressure of how hard they make kegel exercises more enga- trol Vibrator), and kGoal squeeze the product, ideal for con- ging, Minna Life are also currenly wor- (Kegel Exerciser) all trolling the intensity without fumbling king on games and other interactions feature eco friendly with buttons. They also both feature which will increase motivation and USB charging, a smart memory function which gi- extend the product’s lifespan. 100% phtha- ves the ability to compose, record, The Limon and Ola are now in stock late-free, body and play back customer vibration at Net1on1 Wholesale, with the kGoal patterns, allowing for a fully persona- also due in later this month, with sam- lised experience. ples and POS also available upon The kGoal is an interactive training request. Simply contact the sales system for female pelvic floor exer- team for more information via en- cise which when used in combina- [email protected].
Leg Ave’s Little Black Dresses ijchen, The Netherlands - is of course sexy and perfect for WSince Coco Chanel first po- dressing up when you go out. Like pularized the little black dress, it has with all our products we aim to remained a fashion classic. Everyone please our customers and quality is should at least have one in their wardrobe. It a very important aspect.” The dres- is not strange that Leg Avenue has added 10 ses are made of a soft and smooth brand new sexy styles to their collection. stretch fabric which does not crease. The dresses are available in Trudy Pijnacker explains: “Little black dresses are the sizes S, M, L and XL. Check for stylish and timeless, a women never can go wrong more information www.legavenue- with a black dress. Leg Avenue’s little black dresses europe.com.
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NEWS
Sexy lingerie at Interfilière 2015 K!ss Me & Besired
Almere, The Netherlands - K!ssMe and Besired will be proudly presenting their sexy lingerie at Interfilière 2015. From 24 until 26 January Interfilière will take place in the most romantic city on earth: Paris! And this time the sexy lingerie brands K!ssMe and Besired are present at this leading fair. They will both show off their best sides during the trade show.
nterfilière is one of the biggest platforms where lection. All K!ssMe products are made of high-end, Ieveryone who’s anyone in the lingerie industry will soft materials and have a perfect fitting, while still of- assemble. The trade show will bring together 150 exhi- fering a very good value for money. bitors and over 10.000 visitors. And during the first 2015 event, the lingerie brands K!ssMe and Besired will be Next to K!ssMe, the seductive and trendy Besired will be presenting all of their sexy items. Like the K!ssMe basic showcased at Interfilière. Besired stands for luxury and collection that makes sure that customers can always diversity. The collections are designed exclusively for stock up on the best basic items. Next to the basic Besired with a lot of eye for design, originality, good collections, there will also be a luxurious limited col- value for money and they come in all different sizes. EAN_01-15_08-35_Edi_News_Layout 1 18.12.14 13:44 Seite 9
The international b2b trade fair for the erotic industry
Hannover Messe Halle 27 • D 30539 Hanover • Germany 07 - 09 October 2015 Only for trade members. Free to attend.
Toys • Fashion • Pharmaceuticals • Consumables • Movies • Magazines and much, much more
the eroFame 2015 is sponsored by: 20 Jahre / 20 Years EAN_01-15_08-35_Edi_News_Layout 1 18.12.14 13:44 Seite 10
Europe’s most important trade fair for the erotic in- dustry • Only for trade members • Free admittance for registered trade members • In-depth conversations in a relaxed atmosphere • International and market- relevant exhibitors
• Bus shuttle to the partner hotels • Catering service for your customers included • Unique exhibition area at the EXPO City Hanover • Oktoberfest for all exhibitors and visitors
Contact: Mediatainment Publishing eroFame GmbH Große Kampstraße 3 D 31319 Sehnde Germany
Tel: +49(0)5138 60 220 - 14 Fax: +49(0)5138 60 220 - 29 [email protected] EAN_01-15_08-35_Edi_News_Layout 1 18.12.14 13:44 Seite 11
NEWS The Screaming O has secured distribution on four continents
The Screaming O secures international expansion Manufacturer inks key deals with 5 leading distributors on 4 continents
Los Angeles, USA - The Screaming O has secured distribution on four continents following deals with five of the world’s top international distributors. The Screaming O will maintain and expand its presence in Australia via Two Ducks Distribution, The Netherlands via Tonga BV and Eropartner, Canada via JAL Enterprises, and South Africa via Luvland.
ith brand recognition and consumer demand represent The Screaming O brand,” The Screaming
Wat an all-time high, these moves poise the O representative Conde Aumann said. “Our bright 1 award-winning manufacturer for one of the most and colorful vibe translates effortlessly across cultures successful years in nearly a decade of business. “It’s and we look forward to spreading our positive and with great pleasure that we ink important agree- cheerful message around the world with the help of ments with so many respected distributors; each un- our newest partners.” derstands its unique market and how to best Tonga BV is one of the leading adult distributors in Europe with more than 6,700 items in its catalog with representation from every product category on the market. Serving wholesale, mail-order, retail and home party companies, Tonga BV keeps prices competitive while maintaining up-to-date awareness of trends, up- and-coming brands, and new SKUs from its existing customers. “We are happy that we could add Screa- ming O products to our assortment,” Tonga BV Manager Marco Hamelink said. “Screaming O works hard to ex- pand brand awareness in Europe, and we’ve found demand for their products continues to increase among our customers. This partnership allows us to sup- ply them with The Screaming O best sellers and the brand’s essentials that every store should stock, and access to their planOgrams and attractive counter dis- plays will benefit our customers considerably. We look forward to a bright and colourful working relationship!”
Eropartner Distribution specializes in state-of-the-art or- der processing, drop-shipping and international ship- ping of orders of all sizes. Committed to excellent cus- tomer service, Eropartner staff maintains close relationships with its clients to provide detailed product knowledge and trend forecasting while ensuring order accuracy and speedy delivery.
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MALESATION-Lubricant /Clean-Package Bundle of 10 products
Wadgassen, Germany - S&T Rubbers brand MALESATION is offering a bundle of all in all 10 products in its new Lubricant/Clean-Package. The Package has the item number 999913060007 and costs only 18, 90 € (excl. VAT.). The following items are
10 products for only included in the bundle: 18, 90 € (excl. VAT.)
2 x 300000091110 Malesation Glide (silicone based) 50ml 2 x 300000091111 Malesation Glide (silicone based) 100ml 2 x 300000091112 Malesation Glide (water based) 50ml 2 x 300000091113 Malesation Glide (water based) 100ml 2 x 310000091488 Malesation Cleaner for toys & body 150ml More Information about S&T Rubber and its products are available at www.strubbi.com and by phone (+49 (0)6834 – 4006 – 0).
21 Diamond is forever … …but ideal for Christmas and Valentine’s Day. Wimborne, England - The stunning 21 Diamond from Bijoux is now in stock from ABS Holdings. “The exquisite toy from Bijoux has now arrived and is truly a beauty to behold. We also have some very good looking dis- play stands to compliment the toy and to catch the eye of prospective customers,” gus- hes Glenn Wilde “We are also very pleased to an- nounce that we are the ex- clusive distributor for this great item. It exudes class and will surely make and girlfriend or wife feel like a Lady.” The 21 Diamond from Bijoux is now in stock from ABS Holdings 19 EAN_01-15_08-35_Edi_News_Layout 1 18.12.14 13:44 Seite 13
NEWS
Samir Saraiya (CEO Digital E-Life) and Ray Hayes (Commercial Director Lovehoney) Digital E-Life ties up with UK’s Lovehoney Indian consumers can look forward to the Official Fifty Shades of Grey Pleasure Collection
Bath, England / Mumbai, India - Lovehoney, UK’s biggest online retailer of sex toys has tied up with Digital E-Life (India) for the exclusive distribution of its prestigious range of erotic products from the book series, Fifty Shades of Grey.
he Pleasure Collection includes as well as offline through partner- Lovehoney is the UK's most popular Ta range of handcuffs, restraints, ships with select retailers. online adult retailer and has intro- anal beads, and blindfolds as well duced The Official Fifty Shades of as a tease feather tickler, spankers, Samir Saraiya, CEO of Digital E-Life Grey Pleasure Collection, approved floggers and more for a painful said: “We are excited to bring the by author E L James. Lovehoney has pleasure experience as depicted in world’s largest adult brand, Fifty Sha- worked closely with the renowned the books. Digital E-Life has pionee- des of Grey to the Indian market. In- writer to make a sophisticated red the erotic and sexual wellness dia has one of the largest English collection of bondage sex toys and products market in India. Their phi- speaking populations and not sur- accessories. “We believe that in In- losophy is to introduce quality pro- prisingly, the book did extremely well. dia, people from all walks of life are ducts from the world’s leading inter- A lot of Indians are eagerly awaiting changing their ideas about sex, national brands and to cater to the the movie and we want to provide which has accentuated our re- 1.2 billion Indians. It launched this audience with world class pro- sponse to the Indian market. India www.thatspersonal.com, India’s first ducts that will support their passion is witnessing a sexual liberation and erotic product E-Commerce portal. for the story.” He added: “We are we want to enter the Indian market Digital E-Life also distributes its pro- excited about the brand and the and what better way to do that than ducts across the top 20 E-com- quality that the Fifty Shades of Grey tie up with India’s largest distributor merce portals in India such as Ama- provides and we believe it will be a Digital E-life,” said Richard Longhurst, zon, Ebay, Flipkart and Snapdeals, noticeable addition to our range.” Co-Founder of Lovehoney.
X-Biz and AVN Award nominations for pjur asserbillig, Luxembourg - The an AVN Award in the category “Best pleasure is and has always been our Wpjur group is nominated for Lubricant Manufacturer”. “We are mission for the past 20 years.” three X-Biz Awards! The Luxembourg very happy about the nominations based German-manufactured per- and of course, are hoping for a po- In recent years, the pjur group al- sonal lubricant company is extremely sitive outcome at the awards cere- ready had the pleasure of accepting pleased about all of the nominations mony in January”, Alexander Giebel, numerous awards; most recently at in the categories “Progressive Plea- founder and CEO of the pjur group, the eroFame trade show in Hanover, sure Products Company of the Year”, says. “Nominations in these catego- Germany. pjur won in the categories “Sex Lubricant Company of the Year” ries are a great acknowledgement “Best female Product, Cat. Consum- and “Sexual Wellness Product of the of our hard work and dedication to ables - pjur med”, “Best PoS Activities” Year – med Repair Glide”. Further- quality and FDA compliance. Making and “Best new Product Line, Cat. more, pjur was also nominated for healthy products that bring ultimate Consumables - pjur Serums”.
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Pipedream Releases J-Law Love Doll! New addition to the Super Star Series
Chatsworth, USA - Pipedream is releasing their J-Law Love Doll, the latest inflatable Hollywood hottie from their controversial and best-selling Super Star Series.
he doll’s release comes as “The Hunger Games: Mo- Tckingjay - Part 1” topped the box office for the third straight week, and customers are urged to place their or- ders now while supplies last. In true Pipedream fashion, the nearly identical photos and hilarious copy poke fun at the young actresses’ hacked cell phone pics, while the box cover shows the A-lister taking nude selfies in compromising situations. The description on the back of the box reads: We’re not sure what came faster, news of J-Laws leaked selfies or the thousands of guys waiting for this day to finally come! She did the world a favor when her sexy selfies spread across the internet, and now Hollywood’s ho- ney is getting naked for the money! If hacked cell phone pics weren’t enough to make J-Law our favorite new selfie slut, her brand new blowup doll is proof that this blockbuster babe is ready for primetime penetration! Just add air and this American hustler transforms into America’s hooker right before your eyes! There’s no silver lining to her 3 love holes, but if you add a little lube they feel great wrapping around every inch of your pleasure rod! Her cloud got hacked so you can get jacked!
“Nobody creates products with mainstream crossover appeal like Pipedream,” said Pipedream Chairman and CEO Nick Orlandino. “The publicity we receive when one of these celebrity dolls hits the market is priceless. Our customers will definitely expe- rience rising sales as J-Law blows up—literally!“ The release comes as “The Hunger Games: Mockingjay - Part 1” topped the box office 21 EAN_01-15_08-35_Edi_News_Layout 1 18.12.14 13:44 Seite 15
NEWS
The Closet Collection expands its European presence The fast growing brand partners with Tonga
Axel, The Netherlands - The Closet Collection continues it’s rapid growth with a new European distribution deal with a Tonga BV.
ith the brand gaining momen- translates effortlessly across cultures Wtum and consumer recogni- and we look forward to spreading tion, this move is poised to drive the our positive and cheerful message company to even greater heights in around the world with the help of 2015. “Our team is incredibly exci- our newest partners.” Tonga BV is ted to partner with Tonga” stated Ste- one of the leading adult distributors phanie Saylers Creative Director for in Europe with more than 6,700 Closet Collection. “They truly under- items in its catalog with representation brands, and new SKUs from its existing stand the European market and how from every product category on the customers. “It’s exciting to add a fast to best market the Closet Collection market. Serving wholesale, mail-order, growing brand like the The Closet brand. Our bright and colorful vibe retail and home party companies, Collection to our stable of brands,” Tonga BV keeps stated Tonga BV Manager Marco Ha- prices competitive melink. “As we constantly look for while maintaining brands that offer a new twist on Sen- up-to-date aware- suality—the closet collection truly re- ness of trends, presents a new look to expand up-and-coming brand awareness in Europe”.
Joyballs secrets now available as single version anover, Ger- traction loop can be Hmany - Besi- worn inside the body, des the double but can also be Joyballs secret, a used for easy remo- single ball version val of the of the loveballs Joyballs se- made from soft Si- cret single. likomed is now The product can be bought in the available. The Lo- colors black-black, red-black, pink- veball was desig- black, purple-black. A pouch for di- ned especially with screet storage is also included. The beginners in mind. ball has a diameter of 3,7 cm, length The patented re- of 6 cm and weights 45 g.
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NEWS
Lovehoney expansion leads to new jobs New office space
Bath, England - Lovehoney is expanding after acquiring new office space in Bath, UK as it ge- ars up for a bumper 2015. The online sex toy retailer has boosted its floor space by a fifth and has moved some staff into a new building across the road from its current headquarters.
t has hired 40 new staff since busiest period is a little later IOctober - taking its workforce than some other retailers - a to 162, up from 61 just two years few weeks after Black Friday ago. The expansion comes as and Cyber Monday. We find Lovehoney prepares for its bu- that couples will buy their main siest-ever Christmas and Valen- present slightly earlier and will tine's Day - with demand fuelled then use us a little later for by the release of the new Fifty smaller presents and stocking Shades of Grey film in February fillers. We are the natural desti- next year. Lovehoney has the nation for people looking for worldwide exclusive rights to all treats for Secret Santas." Love- official Fifty Shades of Grey sex Lovehoney has hired 40 honey's profits trebled to £2.25 new staff since October toys. Lovehoney co-owner Neal Sla- million for the financial year up to teford said: "Bath is a brilliant place creating new jobs." Lovehoney pre- March 2013. Its turnover increased to do business. It has a fantastic ta- dicts its busiest Christmas shopping by £8 million - from £15.6 million to lent pool, a strong digital scene and day will be on 15th December - £23.6 million. Lovehoney has hired a is a beautiful city to live and work in. when it expects to sell more sex toys small army of seasonal workers as We couldn't be more pleased to be than any day in its 12-year history. Sla- Christmas and Valentine's orders can expanding our business here and teford added: "We tend to find our hit 10,000 a day.
The cutest toys from Scala Playhouse lmere, The They may look cute with their soft you collect them all, your collection ANetherlands and sweet colors, but they’ve got of toys will be complete instantly. - Scala Play- some real strong vibrations Among others, the line includes a house once within. Cute by TOYJOY might just be cock ring, a bullet and the gorgeous again scores a the cutest toy line that Scala Play- wand massager named ‘Bella’. Bella hit with its new toy line Cute by TOY- house has released yet. The toy line is a real big beauty among the Cute JOY. While the wholesaler has re- consists of eight pleasure providers range. She’s a power player for ex- leased the new and exclusive pro- that all have unique skills and vibes. ternal pleasure that has seven skills, duct line only this fall, there is a run The whole range of products is to give you the time of your life. Just on all the cuties that come in the made of 100% pure silicone, it’s like the other cuties, she’s available colors pink, purple, blue and yellow. body safe and waterproof. When in four different colors.
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NEWS
California Exotic Novelties packs a punch with its new Packer Gear Collection Briefs, Boxers and Packing Gear
Los Angeles, USA – California Exotic Novelties releases its new Packer Gear Collection. This versatile collection includes briefs, boxers and packing gear, which are all packed with pleasure. Susan Colvin, President and CEO of California Exotic Novelties, says, “The Packer Gear is incredibly multipurpose and has all the features packers could ever want. With a size and style to fit anyone, the Packer Gear is one of our most versatile lines for women!”
he Packer Gear features a Black nal strap to secure the packer in deem this as the perfect packing TBoxer Brief Harness and a Black place and internal pockets so that penis. “The Packer Gear has quality, Brief Harness, which are available in the user can add their favorite sti- durability and innovation,” says Austin sizes ranging from ex- mulators. The harnesses are the de- Ferdinand, Executive Account Ma- tra-small to extra-large. finition of comfortable with extra soft, nager for California Exotic Novelties. The harnesses have a stretchable lining. This line also inclu- “One of the unique features people discreet two-panel de- des two Packing Penises, which really like is the two-panel design for sign to accommo- come in a four or five inch model. dual penetration, as well as the in- date dual penetration Each piece is available in brown or ternal strap to secure packers in as well as a reinforced ivory and has a uniquely designed place. It makes the Packer Gear one O-ring that stretches to base for secure fit in the Packer Gear of our most sought after lines on the accommodate most Harness. The penises are made from market.” The new Packer Gear packers, dongs or pro- lifelike Pure Skin material and are Collection is available now from The new collection includes bes. There is an inter- maintenance-free. Users are sure to California Exotic Novelties. briefs, boxers and packing gear
We-Vibe signs Digital E-Life as exclusive partner for distribution in India ttawa, Canada / Mumbai, In- sites. “Working together with Digital E- ducts. The company brings quality Odia - We-Vibe announces an Life, we see tremendous opportunity products from well-known global exclusive distribution agreement with for the We- Vibe brand in India,” says brands to Indian consumers with the Digital E-Life to bring the We-Vibe Beth Brown, International Business De- aim of being the leader in discreet brand of sensual lifestyle products to velopment Director for We-Vibe. “We- purchase and delivery. “We want to India. Digital E-Life will soon offer the Vibe is already globally recognized introduce our buyers to the best pro- full line of We-Vibe couples and solo as the best known vibrator brand and ducts from the world’s leading brands products to Indian consumers on its we are thrilled to have the opportunity and create a safe and conducive web store, thatspersonal.com, and to partner with an innovative com- shopping experience for them,” said through other leading e-commerce pany to expand that reach into new Samir Saraiya, CEO of Digital E-Life. territories.” Digital E-Life, through its e- We are thrilled to distribute We-Vibe commerce site thatspersonal.com, in India because of their high quality has opened up the Indian market for innovative products as well as their new sexual health and wellness pro- commitment to excellence”.
Digital E-Life will soon offer the full line of We-Vibe products to Indian consumers 26 www.ean-online.com • 01/2015 EAN_01-15_08-35_Edi_News_Layout 1 18.12.14 13:44 Seite 20 EAN_01-15_08-35_Edi_News_Layout 1 18.12.14 13:44 Seite 21
NEWS
You will fall in LUST with JOPEN Highly awaited new LUST products now available
Los Angeles, USA – JOPEN releases the highly anticipated LUST products. There are five stunning new items, which are now in stock and available globally. Susan Colvin, President and CEO of JOPEN, says, “LUST has been wildly successful, so we wanted to add new unique pieces to this collection to make it that much more outstanding.”
is a similar design to the ever po- pink. L9 is a luxurious take on Kegel exercisers. This silicone L7pular L5and L6, but instead of two, Kegel system is a discreet and compact personal mas- this massage wand has four outstretching sager with intense, incremental speed control. Available petals for complete and total arousal. It in pink and green, this Kegel system has a complete features 10 intense functions of vibration, charge in just 2.5 hours. L13 is a revolutionary silicone pulsation and escalation. The rechargeable probe due to its sturdy pull ring handle for easy grip and battery runs for two hours on high speed removal. With five functions of vibration, pulsation and and three hours on low speeds, and it escalation plus independent incremental speed controls, completely recharges in two hours. L7 this item is sure to please any user. The curves on this also doubles as a great beginners anal piece make it perfect for G-Spot and P-Spot exploration. toy. It is available in green, purple and The L13 is offered now in both purple and gray. L15 and L19 are two new high-quality dual stimulators. Both of these dual stimulators are intensely strong and feature five functions with independent rotation and indepen- dent incremental speed control. The L15 is not your or- dinary dual motor vibe as it has pin point accuracy with its clitoral stimulator and five inch shaft. The L19 is the first dual stimulator of its kind with power boost technology, which allows the user to turbo charge the product to its highest speed with the touch of a button. This massager has triple motors, a rotating shaft and is rechargeable, Lithium Ion battery runs for 45 minutes on high speed, 1.5 hours on low speed. Feel Safe & Just Safe ijmegen, The Netherlands - Safe launches new pa- Nckaging for the Feel Safe and Just Safe condoms. In addition to the packaging which contains 10 con- doms, now there are also packs that contain 5 and 36 condoms. The new packaging of the Feel Safe and Just Safe condoms are, as well as the already existing 10 pieces pack, mailbox-proof. This means that packs can be send anonymously by envelope to the customer and this saves the sender costs.
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NEWS
Carnal Creative announce plans for Sexpo UK 2015 www.sexpo.co.uk
London, England - Sexpo, the world’s largest sexual health and lifestyle expo celebrates 20 years in 2015 and has welcomed to date over 2.5 million visitors through its doors over the years. The established brand has a strong presence worldwide with shows across Aust- ralia and South Africa.
riginating in Australia, the brand lifestyle issues and be more comfor- the sexual preference. Carnal Crea- Ois synonymous with bringing se- table about their sexuality,” says tive plan to create a sexual health xual health, sex education and se- Sexpo™ founder David Ross. “Both and lifestyle show bigger and better xual lifestyle to the public in an en- visitors and exhibitors at Sexpo have than any done before, coupled with tertaining, informative and enjoyable benefitted considerably in Australia eye-catching and engaging live experience for all those that exhibit and South Africa and we are very entertainment that makes Sexpo so and attend. Sexpo is often referred excited to be bringing this winning unique. “We are honoured to be to as a consumer expo unlike any formula to England.” Sexpo UK entrusted with Sexpo brand and to other. Carnal Creative has signed an (www.sexpo.co.uk) will take place at join the Sexpo family. We are excited agreement with Sexpo to host and Olympia, London on 13th – 15th to bring the show to the UK. We have adapt the show for a UK specific November 2015 and will be fully many exciting things in the pipeline market with the full support of Sexpo licensed. The consumer show will for Sexpo UK, all to be announced in Australia. “Sexpo plays an important cater to all aspects of the sexual due course. Watch this space!” says role in encouraging people to openly sphere and aims to appeal to a organiser Jonny Kirk, Events Director talk about sex, explore health and wider over 18 audience whatever at Carnal Creative.“
ThaiFest 2015 oscow, Russia – The ThaiFest is set to run Ja- to the real businesses, to carry sales Mnuary 22-31, at The Regent Chaam Beach trainings and to receive the invaluable Resort, Khua Khin resort in the Kingdom of Thai- feedback right 'from the street', that is land. The ThaiFest brings together novelty ma- from people who work with the ulti- nufacturers and distributors interested in working mate consumers. During several days in the growing Russian sex toy market to ex- in fabulous surroundings they can change the information about trends and communicate with them about de- sales techniques. Executives of manufactu- tails. For the Russian retailers ThaiFest ring companies, chain retailers, stores, gives the opportunity to see the pre- service companies and the media will be sentation and to receive trainings from in attendance. the world leading specialists and to Leonid Fishman, president of the ThaiFest ask all sorts of questions.” For more in- said: “No other show in the history of our formation about the expo visit website industry can provide such wide oppor- www.thaifest.ru or call at +7(495)787- tunities for the manufacturers of the 98-83, or email [email protected], adult products to firstly present them or [email protected]. The ThaiFest brings together novelty manufacturers interested in the growing Russian market
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Richie Bowles (CEO Creative Conceptions) and Samir Saraiya (Digital E-Life) Digital E-Life moves to the next level Indian distributor ties up with Creative Conceptions
Mumbai India / Newark, England - India’s largest erotic products distributor Digital E-Life has partnered with UK’s Creative Conceptions to bring their exclusive product range to India including the world famous adult game, Monogamy.
igital E-Life’s flagship product nal.com, “Our approach is to provide believe that now in India, people Dwww.thatspersonal.com is the the Indian market with the best inter- from all walks of life are changing country’s first erotic product ecom- national products and sell them in an their perception and connotations merce portal and caters to 1.2 billion environment that is conducive to buy- about sex, which has accentuated Indians. The company also distributes ers. Our buyers span has increased our response to the Indian its products across the top 20 E- com- to a level today that we get a lot of market”. “India is witnessing a similar merce portals in India like Amazon, demand to bring almost every newly- sexual liberation and we want to en- Ebay, Flipkart, Snapdeal and more as launched product in this category”, ter the Indian market. What better well as offline through partnerships Digital E-Life CEO, Samir Saraiya way to do that, than tie up with In- with select retailers. According to said. According to Richie Bowles, dia’s largest distributor, Digital E-life”, Samir Saraiya, CEO, www.thatsperso- CEO of Creative Conceptions, “We he added. All-new Lelo arrivals at Net1on1 Wholesale bring music to your ears t Albans, England - Bringing sexual has added “waves of uncontrollable noise. What’s more, there are 8 addi- Spleasure firmly into the 21st Cen- pleasure” in a world-first design that is tional pre-set vibration patterns inspi- tury, Lelo’s latest creations have arrived inspired by “the caress of a lovers fin- red by different musical genres. The at Net 1on1 Wholesale featuring ne- gers”. As the moving shaft rises and Siri 2 also boasts being 100% more ver seen before technology. Lelo has falls, stimulating internally, the powerful powerful than the original and is now been a staple brand for the St Albans clitoral stimulator creates a unique cli- fully waterproof. Distributor for many years now, with max of sensations never felt before. exciting innovation and design at the Housed in a 100% silicone design that core of their ethos, and with a colour- is fully rechargeable and waterproof, ful back-catalogue of ground brea- the 10 unique vibration and wave set- king products to boot. Net 1on1 have tings deliver whole new levels of or- added three new lines that are bound gasm intensity. Also new to Net 1on1 to excite Lelo fans and customers is the Lelo Siri 2 Music Vibrator which alike. Building on the Ina and Mona’s enables the user to create personali- success story, a new ‘wave’ feature sed vibration patterns using ambient The Lelo Ina Wave, Mona Wave and Siri 2 are now available to purchase from 1on1wholesale.co.uk 32 www.ean-online.com • 01/2015 EAN_01-15_08-35_Edi_News_Layout 1 18.12.14 13:44 Seite 26 EAN_01-15_08-35_Edi_News_Layout 1 18.12.14 13:44 Seite 27
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TOYJOY keeps expanding New designs will be released in 2015
Almere, The Netherlands - TOYJOY, the trendy and accessible brand of adult toys, keeps on innovating and has added even more designs to its extensive assortment. Besides various tantalizing new products, TOYJOY has undergone a minor rebranding for an even fresher, younger and more alluring look.
ave you noticed the funky milk providers in cute colors, each with range. Caresse by TOYJOY is the per- Hcarton packaging of the afford- their own unique skills and vibes. It fect match for women who want to able TOYJOY Classics products yet? includes a cock ring, a bullet and a be touched gently and lovingly. The These unusual boxes are the perfect naughty remote egg named ‘Lulu’. range consisting of glamourous toys example of TOYJOY’s unique and Haven’t met Cute yet? Get introdu- with a smooth, slinky feel will expand fresh take on adult toys. The non- ced today! TOYJOY products are al- with several new designs in 2015. threatening packaging allows the ways an enticing gift to yourself or Discover the new look and feel of products to be sold in both adult your loved one. To help you find the all the TOYJOY ranges: Basics, Funky, and mainstream outlets. perfect present TOYJOY has added Manpower, Classics, Just For You, Cute by TOYJOY is a completely new various luxurious gift boxes for spe- Designer Edition, Cute and Caresse line with eight innovative pleasure cial occasions to the Just For You at www.scalaplayhouse.com.
The new volume of Erotic Moments has arrived! lensburg, Germany main catalogue. On the back cover, recom. Salesprices, Art. No. 0904783 F- From now on, there is space for your company 0000 (50pcs. Bunch). All versions are ORION Wholesale logo – so, each trader can hand out available for download for wholesale holds the third volume his „own“ marketing product to the customers at www.orion-grosshan- of „Erotic Moments“ in customers. Catalogue Erotic Mo- del.com. For orders and further in- store. This Edition co- ments, Vol. 3 / 2014, German, 48 pa- formations, please contact Mr Hauke vers 48 pages in size ges, A5, with recom. Salesprices, Art. Christiansen at ORION Wholesale, A5, showing novelties No. 0904775 0000 (50pcs. bunch). phone 0049-461-5040 210, fax as well as selected Catalogue Erotic Moments, Vol. 3 / 0049-461-5040 244, E-Mail: pages from the 2014, English, 48 pages, A5, without [email protected] „Erotic Moments“ covers 48 pages in size A5 Three new STOYS Love Balls adgassen, Germany - S&T Rub- The balls are made of 100% silicone Wbers successful brand STOYS has and weight 90g. On the inside are released new items. From now on the plastic balls, so that the noise leves is STOYS Shakers will be available. The kept at a minimum for the user. More three different colours are bordeaux Information about S&T Rubber and its (item number: 665000030015), blue products are available at (item number: 665000030017) and www.strubbi.com and by phone (+49 purple (item number: 665000030018). (0)6834 – 4006 – 0). The STOYS Shakers are available now 34 www.ean-online.com • 01/2015 EAN_01-15_08-35_Edi_News_Layout 1 18.12.14 13:44 Seite 28 EAN_01-15_00_EAN_01-15_00.qxd 18.12.14 12:27 Seite 2 EAN_01-15_00_EAN_01-15_00.qxd 18.12.14 12:27 Seite 3 EAN_01-15_38-40_EVA_Layout 1 18.12.14 10:43 Seite 1
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“Crowdfunding is a for both the company Alexandra Fine and Janet Liebermann's crowdfunding campaign brought
Together, Alex Fine and Janet Lieberman developed EVA The development of modern sex toys is getting more and more costly. As technology becomes more sophisticated and consumers become more demanding, development and production require ever greater sums of money. Covering these costs is a great challenge for small and new companies. In the summer of 2014, the industry was wowed when Autoblow announced that they had managed to collect $280,000 for their latest blowjob robot via the crowdfunding platform Indiegogo. An impressive amount of money, no doubt, but this result was exceeded roughly half a year later by newcomer DAME products, a New- York-based start-up that received in excess of 575,000 dollars to help with the production of their new, portable couples vibrator EVA – an incredible success given the modest expectations of fifty thousand dollars.
exclusive e thought maybe we could beat them, but you Of course, primarily it is about obtaining money (lots of “Wnever want to look at the most successful cam- money), but it also marks a first step in the field of marketing, paign in your field and assume that you can match that. offering an opportunity to get feedback early on, before We were optimistic, but never expected this,“ says Alexan- the first batch of products ever leave the factory. “If you dra Fine, one of the heads behind EVA, when asked about look at the options to raise money to create a manu- her success. There are many reasons why more and more factured good, crowdfunding is a great value proposition new market players choose to launch a financing cam- for both the company and the consumer.“ That's the rea- paign on one of the various crowdfunding platforms. son why Alexandra and her partner, Janet Liebermann,
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great value proposition and the consumer.“ in more than half a million dollars
decided to obtain funds for their am- are the most successful examples of bitious project this way. And she adds: their kind are also among the oldest: “It gave us a way to get enough Indiegogo was founded in 2008, Kick- capital to get off the ground, while starter.com spread its wings a year letting us offer the product at a dis- later. Currently, Kickstarter is the record count to anyone willing to help fund holder in terms of crowd-financed our dream. More importantly, it really projects as the computer game To explain what the developers are aiming for, info graphics allows us to see if our product is desi- Star Citizen has already were also placed on the crowdfunding platform red by the market.“ But how exactly collected more than 61 million dollars that route. But how did Alexandra and does crowdfunding work, this industry worth of funding on this platform. Janet get the ball rolling for they EVA that generated more than five billion Usually, the financial goal is presented project? “You have a product, and In- dollars worldwide in 2013? If you look right at the beginning of a campaign, diegogo gives you a platform to at all the projects that can't seem to making for more transparency and share it, but how you do that is key,“ get beyond three-digit figures, it be- Alexandra answers. “We engaged our comes quite obvious that this is not personal community. We did our best just a short cut to obtaining money, to create a little buzz before the and that you need more than just a campaign hit, we set up social media nice presentation to get a successful accounts and got active. Customer crowdfunding campaign off the support and engagement were im- ground. Basically, crowdfunding is a portant to us as well. We answer hun- means of financing projects, pro- dreds of questions and do our abso- ducts, or other business ideas, only lute best to stay transparent and instead of one or two big investors, honest with our base.“ The business- you get money from a large number also making it easier to plan such a woman emphasises the importance of supporters, each of whom invest a campaign. If this goal is not reached, of the internet for this kind of project; small amount. In return, they receive there won't be a project, and the pro- if you want the community to payroll a certain bonus or reward if the cam- ducers won't take any money. Apart your product, you have to let them paign turns out a success – it may be from the two market leaders, there be part of the process, you have to a copy of the finished product, mer- are also several other platforms for all be open with them and cater to their chandising materials, a discount, but sorts of of projects. Which platform wishes. After all, crowdfunding plat- also things of sentimental value, for you choose usually hinges on the type forms are not just a means of funding instance having your name mentio- of project or product you want to a project, they are also a very useful ned on the homepage or being invi- create. Most ideas for erotic products form of communication between ted to a dinner with the producers. can be found on Indiegogo – and developer and community. The sug- The two crowdfunding platforms that DAME Products also decided to take gestions and points of criticism
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First batches of EVA will ship in February brought forth by the a crowdfunding campaign. With EVA, the collected money users can really take a pro- will be used for production resources, more tests, travelling duct to the next level, and expenses, and also for future developments. “As for the producers would be timing of the funding campaign,“ Janet Liebermann adds, “that depends. If you can afford to pay for tooling, then waiting until after you have had a first pre-pro- duction run with a manufacturer puts you in a really safe position for hitting your dates. If, like us, you need to raise money to help cover tooling, then make sure you wrong to mistake this have your prototype perfected (and tested) and your kind of input with a loss of control. The users want to be manufacturers lined up. Don’t over promise.“ What the able to give input if they are to invest money in a project, developers of EVA promised to their supporters, was a thus becoming part of the project themselves. If a com- “hands-free, strap-free, non-intrusive couples vibrator“. Two pany manages to thrill the crowd, they also win over a small “arms“ on the sides of the product keep it in place powerful multiplier as the users can create more awareness once they are in position under the labia majora of the for your product than would be possible with traditional female user. „Unlike other hands-free vibrators, the woman means. Or, as Alexandra Fine puts wears EVA externally, so both it: “It’s a fantastic way to build a partners get to enjoy the 'natural' community before the product hits sensations of sex plus lots of addi- the shelves.“ Apart from the finan- tional stimulation for her,“ says Janet, cial aspect, the producer can de- describing her product. More than termine for himself how much sup- two thirds of all women only climax port there has to be for his project if there is clitoral stimulation, and before he starts producing or so- while many modern sex toys offer metimes even developing the item. this kind of stimulation, is is often im- He sees if the product can break even, and he sees if the possible or rather cumbersome to use them during sex. project can gather enough support to get off the ground. The idea for EVA was born out of coincidence. “Alex was In the case of EVA, there were two elements that ultimately chatting with one of her lady friends, who was complaining turned the project into such a resounding success, as that no vibrating cock ring reached her clitoris. Alex had Janet Liebermann – who is in charge of product design tried similar products and felt that they encouraged mo- at DAME – explains: Firstly, there was the product itself, and vement that was lacklustre for her, and she wondered why secondly, it had been the right moment. “It truly is a unique something better didn’t exist. Being the proactive sort, she product in an under-served market. […] We’re ready to started prototyping what she would want out of a toy, and have these kinds of discussions. People responded to us EVA grew from there“, product designer Janet remembers. speaking frankly about sex without sensationalising or eu- The way things are moving forward right now, the early phemising the conversation.“ Alexandra adds: „Plan in ad- supporters of EVA can look forward to receiving their EVA vance and be true to you. You really have to make sure couples vibrator as early as February, and if everything that you know your audience and design a message that goes according to schedule, the trade can order their they can relate to. Make sure you are offering them a so- products from May. “All of our delivery dates are estimates lution or enhancement, and that your audience can see right now, since we’re currently manufacturing the product.“ that your product is real and works.“ So timing is another explains Alexandra. „We will be shipping to Europe, but as important aspect to be taken into consideration when far as distribution partners go, we are looking into a number you plan a crowdfunding campaign – it's not just about of solutions to get EVA to Europe. Feel free to reach out at the question if society is ready for your product, it is also [email protected] if you’re interested in teaming about when during the production process you implement up with us.“
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Go for Gold!
The pjur group celebrates 20 years of premium quality
Next year is a big anniversary for pjur: The Luxembourg-based company is celebrating 20 years of passion and innovation in premium quality. To mark this monumental occasion, pjur group came up with something very special. Every two weeks on average next year, genuine gold bars will be raffled off in three markets: Europe, the United States, Australia – and anyone can win! From consumers, sales people, shop owners and distribution partners, the chances are just about the same for everyone. Gold stands for quality, lasting value and purity, making it a perfect match to pjur’s basic business philosophy.
exclusive he Go for Gold campaign will be supported Tby pjur top selling products and marketing various tools. pjur Original, pjur Woman, pjur Aqua, pjur Back Door Relaxing Anal Glide and pjur analyse me! Relaxing Anal Glide will come wrapped with a promotional band roll next year, going starting on January 1, 2015. Adding to the promotion, all retailers are invited to order a free Go for Gold Promo Kit from pjur. The kit contains various items, inclu- ding shopping bags, flyers, posters, shelf displays, pop-up display and shelf talkers in the limited Go For Gold design. The pack will also include information on the sweepstakes for consumers for easy registration to win. For online retailers, there will be online Go For Gold web banners to support the campaign with global online, PR and marketing activities to provide end consumers and retailers with detailed information on how to win and participate. Retailers can even benefit twice, as pjur will also be raffling off 20 “German pjur Staff
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FEATURE
in stores starting January 2015, letting end customers know about about this special anniversary program from the very start of the promotion will make it most effective!
This gives every retailer the chance to leverage this exciting year-long campaign, boost pjur sales and have a chance at winning an authentic gold bar and a German themed pjur Staff Party.
“This campaign is our way of thanking our longstanding customers for their trust and confidence in us and the pjur brand,” says Alexander Giebel, founder and CEO of the pjur group. “Over the past almost 20 years, wonderful partnerships have developed all over the world, and we are very grateful for them,” he adds.
The Go for Gold campaign in 2015 also offers newcomers and those who have not yet included pjur in their product range an excellent opportunity to start doing business with pjur and to add one of the highest quality brands to their assortment. “Due to this large-scale campaign, millions of potential end customers will hear about pjur, register for the sweepstakes, and search for buying pjur products,” Giebel explains.
pjur already announced the campaign’s kickoff at this year’s eroFame event, held in in Hannover, where the first two lucky winners took home gold bars. Sally Q., a well-known blogger from Taiwan, was astonished by her good luck: “Amazing, thanks so much! I love pjur forever!” she shouted into the microphone when accepting the prize. “We look forward to seeing many happy winners like Parties”. pjur is inviting its B2B customers to celebrate this next year and eagerly await our anniversary year,” the 20th anniversary together with end customers! Giebel says.
Registrations for the promo kits and automatic Registrations for the gold bar raffle will start on January participation in the B2B sweepstakes are 1, 2015, on a dedicated site soon to be announced. already being accepted by pjur contact persons. pjur is doing this because if orders are placed For initial information on the Go for Gold campaign, early, the new free POS materials should be in place please visit www.pjur.com/go-for-gold/b2b.
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FEATURE
Ringing in 2015 with California Exotic Novelties By Desiree Duffie
When people ask me what to expect from California Exotic Novelties in 2015, I tell them to hold on tight, because it’s going to be a thrill ride!
exclusive
irst, the company renowned for the number one, complement the curves of the body and artistic Fbest-selling pleasure product of all time, the world- packaging that begs to be proudly displayed on the famous Jack Rabbit, is giving the icon a whole new store wall. Just in time for the revitalized Fifty Shades look. You probably already know that California Exotic Craze that’s sure to hit in February with the release of Novelties offers a diverse variety of different Jack the movie, CalExotics introduces additions to Scandal Rabbits, like the Original Jack Rabbit, the Waterproof and Entice Accessories. From Scandal, you’re going to Jack Rabbit, Silicone Jack Rabbits, Thrusting Jack be able to deck out your very own red room of pleasure Rabbit and many more. Now all these Jack Rabbits, with the Over the Door Cross and the Bed Cross. Plus and nearly all the others, are being packaged in one there are several other exciting new items, all with the cohesive, branded collection that will look stunning in signature, vegan-friendly, red brocade fabric and stores. Plus, new Jack Rabbits will be added! The Jack durable designs that the award-winning Scandal Rabbit packaging is colorful and contemporary, and Collection is famous for. The new Entice Accessories the collection will have easy to identify tiers. There’s will blow you away. They are exquisite, with the ever- the Starter, Intermediate, Advanced and Pro levels. This popular rose gold accents and a style that looks like it structure will make buying decisions easier for the con- was ripped from the pages of high-fashion magazines. sumer. The Pro tier is comprised of silicone, recharge- The intricate Mystique Masks are reminiscent of a Baro- able Jack Rabbits, which means it’s the pinnacle level que masquerade ball, and along with all the new fetish for dual stimulator enthusiasts. The new Jack Rabbits playwear in the collection, will surely become the have a wide array of features and benefits. Essentially, centerpiece of store displays all over the world. Every- we’ve made every possible Jack Rabbit variety imagi- body loves Coco, which is why the award-winning Coco nable; meaning when it comes to Jack Rabbits, Licious Collection is expanding. I don’t want to spoil California Exotic Novelties has something for everyone! the surprise, but I can tell you that some of the new The next breathtaking collection from California Exotic items will be very tasty, and add a whole new category Novelties is called Silhouette. These elegant massagers to this comprehensive pleasure collection. Plus there not only have sleek and sexy shapes, they are filled are new vibes in the Coco Licious Collection that are with all the features women and couples crave. Body- as opulent as they are modern. There’s a rechargeable safe silicone and USB charging cords make them lu- wand and dual stimulator, which are made with body- xurious, while the price tag makes them affordable. safe silicone, that add a whole new level of sophistica- Unique features to check out in Silhouette include: tion to the line. My personal favorite is the new Coco bendable styles that hold their position, one item has Licious Remote Control Bullet. It uses three triple-A amazing triple motors, ergonomic shapes that batteries and is amazingly powerful. I know it’s going to
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FEATURE
open up many possibilities for wire- new inflatable plug in Booty Call dual stimulators in the Up! Collection less adventures for playful couples. made out of silicone which inflates are to die for—they are cute and Two fun collections that will be nice and evenly—you have to see chunky and designed to please. All introduced at the ANME Show are it to believe how well it performs. these pleasure products and many Clitoral Pumps and Nipple Play. Their The Embrace Foreplay is a product more will be unveiled for the first names say it all—these new lines with whimsical design that gives the time at the ANME Show at the Mar- are comprised of products for imagination a lot to work with, riott Burbank Airport, January 12 women that go beyond a basic especially for couples’ play—it through 13th. If you are among the vibrator. For example, the Clitoral attendees, you’ll be the first to see Pumps include non-vibrating all the exciting new products that versions that are easy to ope- California Exotic Novelties has rate. The line also features to offer. If you can’t be a design with pleasure there in person, follow ticklers for added our updates on sensations. The Facebook, Twitter Nipple Play Col- and Instagram.
lection includes All new and up- re-packaged best- dated collections will sellers with a bold, have a fresh Visual
fresh look. Plus there are Desiree Duffie, director of public relations, Merchandising Plan so new products, including California Exotic Novelties stores can easily set their walls. heated versions that come in two To download them, go to Product sizes, delightful Silicone Suckers, Information under the Downloads and a version with a unique silicone destined to be a hit! Additionally, section on www.CalExotics.com. cinch design that’s easier to tighten I recommend watching for the You can also find product informa- and easier to clean. California Entice Accessories Passion Wheel, tion, images, and other sales colla- Exotic Novelties is also expanding which brings a whole new element teral on the website. The New Year many other best-selling collections. to fantasy roleplaying. It is gorgeous is always a revitalization time at We’ll ring in the New Year with addi- and done entirely in rose gold, just California Exotic Novelties. With our tions to: Apollo, Bendies, Booty Call, like the new Entice Accessories Kegel 20 year anniversary under our belt, Classic Chic, Embrace, Emperor, Balls. The Bondage Tape in the Scan- we look forward to continuing our Impress, Love Rider, Packer Gear, dal Collection comes in a thinner mission of empowering women, POSH, and the Up! Collection. width, making it more versatile and couples, men—everyone who Outstanding items that top my list ideal for beginners. Oh, and let’s not deserves a healthy, positive sex life. of favorites, which I know you’ll like, forget the amazing new rabbit style Innovation is the cornerstone to our too, include a new Apollo stroker vibes in POSH which are priced-right success, and 2015 promises to with plushy-soft dual-density. Men and guaranteed to be great sellers. be brimming with it at California will love diving into it! There’s also a As well the ergonomically curved Exotic Novelties!
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INTERVIEW
“We expect the movie fascination with eroticism Digital E-Life brings the Official Fifty Shades of Grey Pleasure
The fact that the consumers in India can now also enjoy the Official Fifty Shades of Grey Pleasure Collectionto thanks to a distribution agreement between Digital E-Life and Lovehoney is certainly good news, but what's even more impressive is the fact that this agreement has made the front page of Economic Times India. There couldn't be a clearer indicator of how much momentum the Shades of Grey phenomenon has gained on the sub-continent. Consequently, Samir Saraiya, CEO of Digital E-Life, India's biggest distributor of erotic products, has great expectations regarding the official product line.
exclusive igital E-Life has closed a distribution deal with D Lovehoney which allows your company to sell the official Fifty Shades of Grey Pleasure collection in India. How did this contract come about? Samir Saraiya: We are always scouting for new, innovative and interesting products and brands we can add to our product portfolio. Additionally, I met Richard Longhurst sinatce eroFame 2012, and we have kept in touch. I saw the Fifty Shades collection at eroFame 2014 and was very impressed with its design and overall quality. This accen- tuated my belief that this would be a great fit for our product portfolio.
Without question, Fifty Shades of Grey is the biggest erotic brand in the world. Is that true in India as well? Was the trilogy as successful in India as it was in other countries? Samir: India has the second-largest English-speaking population in the world, and the book was a huge success. The brand is extremely well-known, especially among the educated female readers in India who we sure are excited about the movie that will be released in February. Through our partnership with Lovehoney, Indians will have access to the Fifty Shades of Grey product range, and we hope they are ready to experiment with them and share their passion for the story. Samir Saraiya has already established many international brands in the Indian market, now, he is introducing his fellow countrymen to the Official Fifty Shades of Grey Pleasure Collection
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SAMIR SARAIYA
will rekindle the in many Indians.” Samir Saraiya (CEO Digital E-Life) and Ray Hayes Collection to India (Commercial Director Lovehoney) at eroFame 2014
In many countries, the books led to the movie will rekindle the fascination Samir: We hope so, and are very more acceptance towards topics like with eroticism in even more Indians, confident that the movie will increase sex, eroticism, and erotic products. and we want to ride the wave with demand for these products because Did the trilogy change perception of our Fifty Shades of Grey collection. Indians are no different from their these topics in India, too? After the Economic Times article, we western counterparts when it comes Samir: We are a country where have received a lot of fan mail from to experimentation. The ancient people still don’t talk about sex. In fact, readers who are excited about both, literary and cultural history of India is we heard that many women were the phenomenon and the products. intertwined with erotic art. The earliest scared to buy the book in public or Female erotica and BDSM - as literary of descriptive sexual literature was be seen reading the book in public. genres - have been revived and authored at a time when sexual awa- However, I am sure that it has opened reinvented, with several other publi- reness was still primitive all over the the minds of many Indian readers, shing houses churning out their own world. So Indians are looking forward and it has been powerful enough to versions of erotic novels in India now. to the refinement of their sexual ethos. get them excited about topics like sex and eroticism. Which aspect of 50 Shades and the Which distribution channels will you official Pleasure Collection do you use to sell the line? Your agreement with Lovehoney even find especially intriguing? Samir: Primarily, we will sell online via made the front page of the Econo- Samir: I just love the basic outline of the top 20 leading Indian portals mic Times India... the story, where an average girl gets including Snapdeal, Amazon, and Samir: Yes, that shows how big the to meet a super-rich super-good loo- Flipkart. Later we will add other Fifty Shades of Grey brand is in India. king man of her dreams, and the only channels as well. After the Economic Times cover, we thing wrong in the fairy tale is that he is devised a powerful PR strategy to be in to BDSM. Deeply intrigued, she starts Which hopes and expectations do visible and be seen by the Indian experimenting, and the fairy tale con- you have regarding of the release of audience during the run-up and tinues. I like the overall arc of the story. the Official Fifty Shades of Grey release of the movie. Pleasure Collection in India? Will you sell the complete Official 50 Samir: We hope that the movie lives Will the upcoming Fifty Shades movie Shades of Grey Pleasure Collection up to the expectations and is a promote the phenomenon even in India? resounding success. We really hope further in India? Samir: We will sell whatever is legally that the boost in popularity for BDSM Samir: I am sure it will. In the past few permissible to be sold in India, which products is similar to how the book months, we have been getting visitors covers almost 80% of the collection. changed the sex toy industry in and buyers who are interested in our Europe and America. Our hopes are extremely select range of BDSM Are the Indians ready to buy whips extremely high when it comes to the products. However, we expect that and handcuffs? release of the movie.
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INTERVIEW
“It is one of the least provocative adult toys on the market.”
Towner Saporno presents the Booty Glove
Entrepreneur Towner Saporno, CEO of Saporno Brothers Inc.
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TOWNER SAPORNO
Mike and Towner Saporno have achieved quite a bit in their lives. Their joint endeavours took them from the fashion industry to a company renting hydroponic equipment to a vineyard in Napa Valley. Now, their latest undertaking has brought the two industrious brothers from California to the erotic industry. EAN jumped at the opportunity to speak with the younger brother about their product – the Booty Glove. In our interview, Towner Saporno describes the conception and development of this versatile glove and tells us about its unique qualities.
exclusive
ou describe your Booty Glove as one day in early 2011, as we try to fingers, grooves on the palm and a Y”possibly the best sex toy in the do often and decided that the next webbing with lips that you can pop world“. What makes it so special? step in business would be to create through and in the future add vibra- Towner Saporno: The Booty Glove a product that applied to the tions. Out of our 100 or so product is a unique sex toy in that it allows masses, was proprietary, simple and ideas we wrote down over those everyone, both men and women, inexpensive to create and most of three months the Booty Glove was either solo or together to add plea- all added benefit to the consumer. the one idea that checked all of our sure to their sex lives for a minimal For three months after that brains- requirements for a great product. cost while permitting a safe interac- torm we wrote down every product So we decided to partner up and tion from rough hands, long finger idea that we thought of. During that produce it. nails and bodily fluids. time my Brother was going through a tough breakup with his long-time Is the Booty Glove a toy targeted Did you have a background in sex girlfriend. I thought it would be a at a male audience (as a toy design, and how did you come nice gesture to buy him a male love masturbator), or do you see it more up with the idea to develop the toy and that it would help to cheer as a couples toy? Who is your Booty Glove? him up. After a few weeks Mike said target customer? Towner Saporno: My ol- that the toy I gave him didn’t feel Towner Saporno: Our target custo- der brother, Mike and as good as he had hoped for but mer is basically anyone with a hand I are serial entre- the soft stretchy sleeve ma- that masturbates or has sex and preneurs and terial that was inside felt would like additional pleasure. inventors incredible. He could feel the Are you aiming to sell the Booty Glove exclusi- vely in the ero- tic market or do you also see the main- stream market as a viable target? pressure from his grip while Towner Saporno: We see the Booty stroking it and it felt amazingly diffe- Glove being a successful product and have had business ranging rent from his standard routine. He in the erotic market as well as the from Clothing Companies to a liked it so much that he suggested mainstream market. It is one of the Residential Construction Company we should convert the soft sleeve least provocative adult toys on the to Hydroponic Equipment Retail into a masturbation glove made of market and can be sold as an Chains and even a Winery in the this soft and stretchy TPR material erotic massage glove as well as an Napa Valley. We were brainstorming and add features like bumps on the adult masturbator.
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INTERVIEW
Mike Saporno presents the The Booty Booty Glove Glove warehouse
...... The Booty Glove is offered in different versions. How many We plan on adding multi-speed variants are there and how do they differ? vibrations for the fingers, a cum Towner Saporno: We currently have three variations of catcher for easy clean up for the guys the Booty Glove. The Cloud Clear and Sky Blue are for “and a built in self-lubricating system.” medium to x-large size hands and the Passion Pink is for ...... small to medium size hands.
Who can interested retailers turn to if they want to pick up the Booty Glove in Europe? Are you working with distri- butors? How much does a Booty Glove cost in the store? Towner Saporno: We are actively looking for partners to help distribute the Booty Glove in Europe. We currently have Master Multimedia in the UK selling the Booty Glove. The Booty Glove’s suggested retail is $25 to $35 and wholesale price is $12.50.
Are you offering POS materials for retail shops or banners / images for webpages to promote your products? Do you have some suggestions for the presentation of your products in a shop? Towner Saporno: We have a library of images and banners available to help promote the Booty Glove online along with a hand display that can be placed next to the register in retail shops.
Do you have plans to expand the Booty Glove line in the future? Which new features do you have in mind? Towner Saporno: Yes, we have many great ideas for the future of the Booty Glove. We plan on adding multi-speed vibrations for the fingers, a cum catcher for easy clean up for the guys and a built in self-lubricating system. As well as many other variations of colours, designs and other products.
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INTERVIEW
“No other product for men has all of these features combined.” Maxx Padilla on the ultimate masturbation aid for men
The name says it all: the Handie. Not only does this new masturbation aid from Rockit come in the guise of a glove, but it has also been manufactured by hand and in line with strict quality standards. EAN wanted to find out more about the features of this products and about the plans that inventor Maxx Padilla has for his creation in the future. Maxx was kind enough to sate our curiosity in this interview.
exclusive
he Handie is a masturbation aid for men. But one still continue to do so. I got into the toy T look shows that its design differs very much from those industry because I wanted to invent you normally see on the shelves. Could you describe something. I found my opportunity The Handie to us and give us an overview of its features? when I randomly had an idea to make How does it differ from traditional masturbators? a better sex toy for guys. I was motivated Maxx Padilla: The Handie is the first all-in-one device to make it real and here we are. for men. It takes all of the essential features a guy would want in a product and puts it all into one device. There are far more sex toys for No other product for men has all of these features women than there are for men. combined. Features such as vibration, self lubrication, Why do you think that is the easy-to-clean catcher, and perfect grip action. case and do you think this will change in the future? Let's talk a bit about yourself first. Could you tell our Maxx Padilla: I think readers a bit about your background in the adult there is an embarrass- industry? Since when are you involved in the creation ment factor for guys of sex toys? that has perpetuated Maxx Padilla: I spent 15 years in the mainstream enter- for a long time when it tainment business and then switched to the adult comes to sex toys. I am industry around ten years ago. I started off as the pro- really hoping to break down that duct manager for New Sensations and then Tera Patrick barrier and help make it more acceptable. and her then husband Evan Seinfeld snatched me up I also think there are less toys for guys as to start a talent agency for them. We did that for a year were pretty simple to please and have and decided a production company was a better route been able to get the job done with to go and so I started Tervision for them and ran all of socks and tissue for so long that we the day to day office management as well as all of the never really thought about upgra- producing for all of their video titles. I did everything A ding our orgasms. It was just a mat- to Z for Teravision for about 4 years. I left the adult industry ter of time before guys got hip to for about a year and then came back to start a live taking the orgasm to the next level. webcam show called Pornstar Camhouse, which I have As far as the future of male sex toys been running and producing for the last 4 years and I plan on single-handedly changing the
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INTERVIEW
The Handie combines everything a man could want in a masturbation device
game. My long term goal for this com- Maxx Padilla: Its very durable and has over 200% pany is going to completely change elasticity. You wash with normal liquid soap and water. the way guys look at sex toys. Its real easy to clean. That’s one of the main features.
It took you over three years to A part of the development of The Handie was develop the final design of The financed via crowd-funding. How many gloves are Handie. How did you come up you planning to produce and when will you start with the idea of this masturbator selling and shipping? back then? Did the design change Maxx Padilla: We have already started selling at during the course of development? www.thehandie.com. We are producing a limited Maxx Padilla: The design since day one has number of each edition. These are all hand made and remained the same. I knew what I wanted are very complex and hard to make. It tales time and the device to do and what features it nee- the human touch to make these. They are not made ded to have. It took a long time to develop by machines in China so we are limited to the amount because no one could really figure out we can make. They will be sold in limited editions as it how to make it correctly. I had to quit evolves. Some people may not even want to use them prototyping this with people from the as much as keep them as collectors items because sex toy industry to bring it to fruition. I they will be so limited. I prefer to start this with the hand found my way by hiring someone made method because we are learning so much more from mainstream Hollywood movie on how to improve these on a more personal level. special effects designer. More so than having machines in China pump these out by the thousands. It means more to have a more What is The Handie made of? personal touch when making each one. Do you offer different models with different textures or plan to do so? Will The Handie also be available in Europe? Are you Maxx Padilla: Its made of a soft skin safe currently working together with or looking for distribution silicone material. The Handie will continually partners? evolve in its design and materials. Maxx Padilla: Yes and yes.
Are there features you would have liked What will be the retail price of The Handie? to implement, but were not able to or Maxx Padilla: $99.99. These are not cheap to make by had to postpone for later models? hand and each one takes a lot of time to make. Maxx Padilla: Nope, everything you would want is built into it. Nothing spared. Do you have additional plans for this range? What can we expect from The Handie brand in the future? Will Is The Handie a one size fits all product or do you continue to focus on toys for a male audience? you offer different sizes? What about lefties? Maxx Padilla: Rockit will be making a lot of products for Maxx Padilla: Right now it is one size, men. Every product we make will be something no one but we do plan on doing more sizes has ever seen before. If its been done before I don’t as well as a left hand model soon. want to make it. The Handie is just the first product from Rockit and it sets the bar for our quest for innovation. How durable is the glove? Does Wait until the new year and we will be introducing more the customer need to use products and our long term goal for the company, which special cleaning substances to is something no other toy company has ever done keep it hygienic? before. I think its going to get a lot of guys attention.
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INTERVIEW
“W hen it comes to fetish, you’re selling more than just an object.”
Regulation London has been producing fetish products for more than 20 years
The erotic retail trade has changed tremendously over the course of the past years. Many stores boast bright, open sales floors now and have a lot in common with boutiques the likes of which you'd find in shopping malls or arcades. Regulation has chosen a different path. When you enter the fetish store in northern London, you are sucked into an atmosphere that Retail and Purchasing Manager Dorian Reland compares to an underground bunker: no bright colours, subdued lights, and “pretty exciting”. But that's not the only thing setting the producer of hand-made fetish products apart from the competition, as we find out in our interview. And while we're at it, we also seize the opportunity to ask Dorian about the latest trends in the fetish market.
exclusive egulation London has been selling male fetish R clothing and accessories for over 20 years and Dorian Reland: “Our products are made by the people also operates an online shop today. Could you give us who use them and we think that it’s very important.” some insight into your company’s history?
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DORIAN RELAND
Dorian Reland: Regulation is a men’s lours, no extreme lighting, it’s a bit dark, designed in our workshop here in fetish store and started business in and pretty exciting. I would describe London, just above our shop. Proto- 1991. Right from the start, we’ve been it like the first time you went to a great types are crafted and the patterns a brand that has always taken pride sex club or visited a well-equipped and designs are improved as years in making custom gear for men. We playroom. We keep the music upbeat go by and trends change. We source sell our own leather and rubber gear and have a great shop floor team the materials ourselves and hire the and bring in other great products from who can handle sensitive questions best tailors, cutters and workshop all over the world. The current owner, or simple advice. team we can find. That way, the final Graeme Burnside, took over Regu - When it comes to fetish, you’re selling quality of the product and after sale lation seven years ago. We are a more than just an object. When you’re care is completely in our hands. This team of dynamic fetish enthusiasts selling a hood, you are not selling a is our biggest pride. We offer all of this always on the lookout for emerging piece of rubber shaped like a human online and we try and keep quality trends on the fetish scene. All of us head. What you are selling is a scene. photography to give our online cus- bring our own tastes to the table and You are selling hours of inescapable tomers the best sense of the products. that’s what keeps us evolving. bondage heaven. You are making a deep fantasy come true. As such, we Do you also offer to create unique, What's the first thing somebody sees make sure the atmosphere of the custom-made items? when they enter your store? Which shop puts people in that headspace, Dorian Reland: Since we control feeling are you trying to convey with providing them with a hint of the production, it allows us to provide a the store's interior design? endless possibilities they have. huge range of possibilities to our Dorian Reland: We have a doorbell customers. We can sit with a client entry to maintain some discretion but Besides offering your customers items and design an outfit or accessory we welcome all sorts of different from well-known brands, you are also from scratch as we can source any visitors. The store itself is more of an material in any colour that would be ...... needed. We can cater to specific The whole team demands when faced with technical interacts with the request such as specialist hoods, fetish scene; this allows VacRacks and other items. “us to provide products We just recently designed the official that quickly respond to sash for the Mr. LeatherWest 2015 the market.” competition and sometimes work with ...... TV shows or other private clients needing tailor made outfits that just a manufacturer of fetish clothing. don’t fit the norm. How important is this aspect of your business for your success? Do you also What makes your own products stand offer these services online? out from the competition? Is there a Dorian Reland: Manufacturing is core certain aspect which is especially to our business. It is what makes us important to you?
Inside Regulation different to many other stores on the Dorian Reland: As we manufacture atmospheric private showroom; once London scene and it is what makes products directly in our workshop, you’re in, you are standing in a steel us a ‘brand’ as opposed to just a we can react to growing trends. cage archway looking out across the retailer. When you are buying a Moreover, we can incorporate feed- main area, which feels more like an Regulation rubber sleepsack, it is an back in our production and that is underground bunker. No bright co- item that has been engineered and something that is highly valuable.
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The whole team interacts with the fetish scene; this allows dog hoods and mitts. It seems to appeal to the new us to provide products that quickly respond to the market. generation who are now entering the scene and are We recently made a harness for a customer. He wanted fuelling this new trend. We now have a range of puppy a UV neon green trim and we thought it looked amazing, tails from the Square Peg brand that is selling like hot cakes. so we produced a few more. They aren’t the cheapest but they are the highest quality Our products are made by the people who use them on the market. We manufacture our own rubber mitts, and we think that it’s very important. leashes, collars and jockstraps that can be used to accessorise a pup. Can your products also be bought at other retailers? If so, We have also seen a huge demand for sportswear in the where can they be bought and if not, why did you decide scene and loads of fetish clubs have started adding this to sell them exclusively at your own shop? to their dress code. Dorian Reland: We do have a few retailers stocking our products. If other retailers are interested in getting our items Your shop could be described as rather specialised. in store, they can contact us and we can come up with Do you think offering fetish products is different from selling an offer for them. toys in a ”regular“ erotic shop? What do you have to keep I suppose generally expanding distribution of our brand to in mind when selling such articles? retailers would be a logical future step. We’re still growing; Dorian Reland: The gay fetish marketplace is a little let’s see what the future holds. different than the mainstream sex marketplace. On the mainstream market, you can potentially come out with a ...... new product and design every month or so. In our However, the importance of the specialised market, there is a certain element of tradition physical shop lies in the and convention that plays a huge role in everything we experience we can provide to fetish do. It is difficult; there are barriers to innovating. You can’t “lovers. Our products are used in the have a purple leather waistcoat, it simply wouldn’t work as most intimate ways and help them live fetish gear for our customers, not the same way a pink out their deepest fantasy.” silicone vibrator would be appropriate on the mainstream ...... market. There is a cultural aspect to the leather scene born from the need for a community to establish their Are there certain items which are in high demand right identity in a time where gays were persecuted and now? What would you say are the current trends for fetish marginalised. If you look at the leather outfits today and clothing and other fetish articles? from twenty year ago, you can see the consistency in Dorian Reland: There seems to be a growing trend in aesthetics. As a brand catering to that community, you puppy play. We have had to stock up on tail butt plugs, have to be able to update designs in a way that it doesn’t
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INTERVIEW
...... There seems to be a growing trend in puppy play. We have had to stock up on tail butt plugs, dog hoods and mitts. It seems to appeal to the new “ generation who are now entering the scene and are fuelling this new trend.” ......
break these codes and aesthetic traditions. For example, are events and gatherings. The fact the fetish scene is a there is still a part of the gay community that still puts very social one enhances word of mouth. emphasis on colour codes: yellow for piss play, red for On top of that we update our website regularly with new fisting, blue for anal sex, and so on. It all comes from the products and have in-house photo shoots and video handkerchief codes used in the 70’s in the gay community. shoots that can be shared on all platforms. On the other side of this, you have a younger crowd, with a growing interest in rubber, that pays less attention to You operate a stationary retail store in London as well these codes, and want red stripes on their outfit because as an online shop. Which part of your business is more they love the colour regardless of the original meaning. important? Would one part work without the other? I would say that Regulation, as a gay fetish brand, Dorian Reland: We are located in Islington, 5 minutes has learned to update its designs and create unique away from Angel tube station. Our shop serves as a products that still pay tribute to tradition and conventions private showroom where you can come to see, feel to cater to all customers in its marketplace. I believe there and try our products on. Regulation’s online store allows are almost as many fetishes as there are people alive. us to reach out to the entire world thus enabling us to That is the challenge and the thrill we face as a brand in grow and expand. We have a team replying to this particular industry. customers’ online questions and we also can take custom orders on the website or over the phone, the Are you actively promoting your shop and try to attract same way they would if coming to the shop. That is the new customers or do you mostly rely on word of mouth? big plus of the online platform: it enables us to provide Which measures are you taking? a similar quality service to customers who may be too Dorian Reland: We are in a competitive industry; that is far to visit us in person. a fact. However, being established for so long on this However, the importance of the physical shop lies in the particular niche market, our notoriety has grown and our experience we can provide to fetish lovers. Our products highest asset today is our reputation and the fact that are used in the most intimate ways and help them live people talk about our products. Nonetheless, we do out their deepest fantasy. Once immersed in the ambi- need to keep up to date with modern platforms and ance of our shop, you’ll be able to get a feel of what is have a Facebook page, Twitter and Tumblr, not only awaiting you when you’ll leave with your newly purchased promoting the Regulation brand but more importantly, products. You’ll get a hint of your next private session or also sharing content that fuels our creativity and imagi- party in your favourite sex club. That’s something the nation as a fetish brand. We are in an industry that sells online shop will never be able to do and this is why we a lifestyle, there is a whole community we cater to, there believe both are equally important for Regulation.
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“Love Life remains the manufacturer of ANY self- Stephen Gamble on the changes at Love Life Products / Cruiser available as of now
With their self-lubricating products, Cascade and Twilight, Love Life Products got off to a great start, but after that, we didn't hear from the British company for a while. As it turns out, though, a lot has been going on behind the scenes, as Managing Director Stephen Gamble explains. Love Life Products used these past months to chart a course for the future and prepared the launch of their exciting new product, Cruiser.
exclusive
here have been some big Stephen: The USA and Canadian T changes at Love Life Pro- market is vital to our overall pro- ducts. Among other fitability. The decision to things, Sam Watts left establish a distribution the company. What centre in the USA was was the reason for this formed from a finan- development? cial and customer ser- Stephen Gamble: vice perspective. We Yes indeed, Love Life can greatly reduce Products is almost our overall logistics unrecognisable from costs and import taxes the company we were by having landed stock a year ago. With new ready to be picked, product launches in place packed and shipped within for Cruiser and Anal Angel, a 24 hours of receipt of the cus- Stephen Gamble, Managing Director complete Sales and Marketing of Love Life Products tomer purchase order. overhaul, a new distribution warehouse in the USA and a significant number of product Most of our readers know of your patented self- processes now being performed in the UK, it feels now a lubricating technology, but what's new is that production lot more complete. Sam leaving us was terribly sad; He is now taking place in Great Britain. What are the advan- was here from the very beginning and integral in helping tages for you, for your partners in industry and trade, and us establish Love Life products first brands. Sam had, ho- for the consumers? wever, other professional interests he wished to pursue out- Stephen: It is true we have moved a significant number side of the industry, and we wish him well in his new career. of processes to the UK from China although not all. Many components must still be sourced outside the UK due to Also, your company has opened a new warehouse in cost, necessary skills or labour issues. Long Beach, California. Why was that step necessary? The fact we do not purchase OEM product, nor do we How important is the US market for your company? re-brand ODM product from general manufacturers allows
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only official global lubricating adult product.”
...... The really clever part about Cruiser is the 3 interchangeable ergonomic “sheaths, which allow consumers to experience different play sensations from a single product.” ......
...... Love Life Products is almost unrecognisable from the company we were a “year ago.” ...... The market for male-oriented products is growing rapidly, and Cruiser caters to this demand
us much greater freedom in how we nality and consumer benefits. We it means we now have twice the mo- produce our products and where. have employed new experienced ney to spend on floor space in 2015!! Having greater control over the personnel in this field, and with a more quality, cost, and a closer personal targeted approach, we hope to drive Love Life Products' long-awaited communication with our suppliers is sales to our resellers, instead of relying “Cruiser Anal Tool Kit“ is now available, something wonderful and we would on opportunist sales. representing a great choice for male urge more original product designers consumers. Why did it so long until to pursue, if it’s a viable option, for Has it been due to these many this product was finally launched? their particular business model. changes that we didn't see you as Stephen: Cruiser was initially to be an exhibitor at the eroFame trade launched at eroFame in October Moreover, you have announced a convention? 2014, so we have had to delay 5 new marketing strategy. What can Stephen: In part yes, but mainly this months which we do not consider too you tell us about that? How will it be decision was a due to the expected long given the benefits the delay has different from your current strategy, birth date of my new baby daughter brought us. As mentioned before, we and which measures will it entail? Lily Isabella who arrived on the 28th made several changes to our supply Stephen: We are focussing the September. Had Lily made a late chain and manufacturing, changes majority of our marketing attention on appearance, it would have been im- of which we were uncertain in terms educating retailers and consumers possible for me to attend the show or of time scale, but are now, glad to about our products unique functio- help man the stand. On the plus side, report, in place.
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“Cruiser“ truly is the world's first self- which offer much less in the way lubricating anal tool kit. Do you of playability. have great expectations for this product? Who are your distribution partners Stephen: Love Life Products in Europe? Who should interested remains the only official global trade members turn to? manufacturer of ANY self-lubricating Stephen: First sales will of course go adult product, Cruiser is simply the first to those companies which have of our anal product range. We have continued to support us from our early spent a lot of time getting this product days; these include several European perfect and expect a great reception ...... and American Distributors. We would from our distribution network and future Cruiser was initi- ask all companies interested in stocking consumer sales. ally to be launched our lines to contact their regular distri- at eroFame in October butor for availability, and if our product Would you mind telling us what's in the kit? “2014, so we have had to is not available, to contact us directly Stephen: The Kit includes the lubricating delay 5 months which we so we can direct them accordingly. pump vibrator, the heart of every product do not consider too long we supply, 2 tubes of lubricant, and given the benefits the Authenticity card and magnetic USB delay has brought us.” Are you looking for more distribution charger hub. The really clever part about ...... partners for “Cruiser“? Cruiser is the 3 interchangeable ergo- Stephen: We are always looking for new nomic sheaths, which allow consumers to experience partners regardless of their business model. We of course different play sensations from a single product. The anal work closely with distributors as we appreciate this to be sheath designs are described as a Prostate Massager, where a large majority of buyers source their product. Butt Plug and a Simple Slim fluted sheath for beginners. However there will always be a certain number of larger retailers who do not purchase this way, so we will make Which consumer group does “Cruiser“ appeal to? arrangements for them where possible. Who is your target audience? Stephen: We have been inundated with requests to bring Are you going to offer sales-promoting POS materials in to market a new product for the ever growing male market. time for the “Cruiser“ launch? We therefore designed the sheaths and packaging to Stephen: There will be some POS items, but posters, stickers appeal directly to the male market, both straight and gay. and digital photo frames should not be needed if the store presents the product correctly, i.e. in its open box There are many products for men in the erotic market, position, and on a clean, well lit, prominent eye level shelf. ranging from masturbators to prostate toys. Where in this field do you want to position “Cruiser“? Love Life has another new product launch for spring 2015, Stephen: This is a difficult question to answer; we had named Anal Angel. Could you give us a few details about the same problem with both Cascade and Twilight. A that novelty? product with such a unique USP, it was often misrepre- Stephen: Thank you for asking. Anal Angel is our first product sented in retailers product listings. If we had our way, launch to cater for women who enjoy anal play. We have we’d ask all retailers to create a new bespoke heading made certain changes to the product and the interchan- for Self Lubricating products, or at the very least “speciality geable sheaths to allow a whole new experience for the products”. To describe our product simply as a vibrator woman who is looking for something completely new! makes it very difficult for a potential consumer to distin- We expect Anal Angel to be available to purchase in guish our product unique functionality from products spring 2015.
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INTERVIEW
“The producers should focus on what they know better than anybody else!“ Florentine Winter runs a blog about sexuality and erotica
Originally, Florentine Winter wanted to create a platform for her erotic stories, but soon, that project developed into a blog about everything to do with sexuality and eroticism. It covers all the bases, from literature and art to events and toys. In our EAN interview, Florentine explains which qualities of a sex toy are most important to her, and she shares her opinion on how brands are faring in the erotic market and how brands need to position their products to be successful.
am often talking to experts about the things I write about. Since I have the privilege of free time management in my job, I can also do research for my blog on workdays – for instance visiting eroFame. I am also fortunate in that I have a partner by my side who appreciates my work as an erotic blogger and who helps and supports me. Apart from that, I am like most other women in their mid-thirties. I have my own style, try to find a good work- life balance, and of course, I have a soft spot for beautiful shoes.
Florentine Winter has been blogging about Why did you start writing about erotica and eroticism? © Libertina Fotografie all things erotic for 5 years Florentine Winter: Originally, I was looking for a way to publish my erotic short stories. Soon, the idea to have exclusive my own internet presence was born. And since I have our blog is (almost) exclusively about sexuality and always been open about things like eroticism and Yeroticism, covering all the bases, from events to toys sexuality, I am used to being the go-to girl if my friends to literature. Please, introduce yourself to our readers. have intimate questions. Florentine Winter: I have been blogging about the most So the project grew to become the erotic blog I run beautiful thing in the world on florentine-winter.de since today. Actually, it has almost become something of an late 2009. I am very confident about my sexuality, so I online magazine by now. have always been that friend you could talk to about anything. I find the various facets of eroticism and the Apart from your blog, you also offer services such as ad- way people treat their inner-most desires to be highly vertorials, social media marketing and product fascinating. Whenever I have some time, I work on my promotion. What can you tell us about these activities? blog. If I create a text for the site, I want it to be well-re- Florentine Winter: Unlike many other erotic blogs, I don't searched. It has to do the topic I am writing about justice, run my blog anonymously. That creates a sense of intimacy but there also has to be room for my personal touch. Un- and generates a sense of trust among the users. I try to like other bloggers, I am very close to the industry, and I only write about products that really improve your love life,
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and products that I myself find appealing. It may be Being an independent blogger, you have a keen eye toys, books, magazines, websites, art projects, or it may for the goings-on in the industry. Which trends are sha- be events. I collaborate with several brands from the in- ping the face of the erotic market at the moment? dustry, and in a way, I am the middle woman between Florentine Winter: For some years, I have watched the the consumer and the brand. In line with the motto “Get inclusion of the lifestyle concept in the erotic market. closer to your customer“, I am helping to create trust in a This has to do with the fact that more and more brand, and by making recommendations, I am also hel- companies want to appeal to women seeing that they ping to make it more popular. This year, I have been are usually the ones who introduce new impulses in a working with Durex, Fun Factory, and Amorelie, to name relationship. At the same time, the target audience is but a few well-known companies from the erotic industry. getting younger. It is almost trendy to have a great time But of course, I do much more than just testing toys. I am between the sheets. As far as I can see, there are two looking for things that make a brand general trends in the product unique and really stand out in the ...... world: stylish (and also colourful) market, and I want to grant my rea- In my experience, the product lines for the younger ge- ders a look behind the scenes of producers really do try neration of (sex) lifestylers, and de- the industry. That's why I am aiming to cater to the consumers' sign-oriented, top-quality products at long-term collaborations with “wishes, the thing is just that for female users with medium in- great companies. in the end, many consumers come who are in a partnership are not willing to pay the and want to improve their sex life Do you think that the internet has price for a quality product, in style. been the driving force behind the opting for an alternative increasing mainstream interest in with a smaller price In your opinion, what does a sex the erotic market – due to blogs tag instead.“ toy have to offer to appeal to the like yours and the possibility to shop ...... customers these days? for erotic products anonymously – Florentine Winter:The sex toy mar- or would society have become more open-minded in ket is incredibly big. So the order of the day for erotic that respect anyway? brands is to emphasise the unique qualities of their pro- Florentine Winter: I believe that communicating sexual ducts and define their strong points so they don't drown subjects in an open and honest way is very important in the glut of other toys. Personally, I think that quality for a healthy attitude towards sexuality. Bloggers can and aesthetics are very important, with the latter de- help shape the public opinion, they can stir up a pending on the eye of the beholder, of course. There is discussion, they can educate. It is a great feeling for one thing that everyone agrees on, however: It mustn't the reader to know that they are not alone with their se- be noisy! xual preferences and problems. Of course, one mustn't underestimate the effect of novels such as Shades of Looking back at the past years, which were the most Grey; they have helped millions of women speak about interesting products to hit the market, and what made their desires more openly. But other formats such as them so interesting? Make Love by Ann-Marlene Henning, or Séparée, the Florentine Winter: Massage candles are definitely new German erotic magazine for women, also contri- among my favourites as they create a romantic atmo- bute to that development. The reflection of your own sphere and provide high-quality massage oil at the wishes in others and external inspiration are the main same time. I also think that some couples vibrators such reasons why people finally act on their desires and try as We-Vibe are truly revolutionary products! They can new things. They need that kind of confirmation before be used during foreplay or lovemaking, you can still they go to a sex shop or an erotic boutique, be it online use your hands, both partners can enjoy them, and or offline. they are quiet and effective to boot. I have also been
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INTERVIEW
watching the evolution of male toys with great interest erotic content, so things are much easier if a company as it veered away from cheap groin replicas and mo- emphasises the lifestyle element. This way, erotic pro- ved on to innovative Onacups and iPad-compatible ducts can be presented in a more discreet and masturbators. successful fashion. It seems to me that the right combination of quality content and effective product New products are launched onto the market almost promotion is key here. Running a blog or publishing a every day, and often, you have to take a close look to customer magazine is a great way of achieving that – see any differences from existing products. Would you just think of Orion and their Modern Emotion magazine, say that there are too many toys, lubricants, etc. on the for instance. Of course, it still makes sense to collabo- market? And are the consumers' needs and wishes re- rate with bloggers to create more awareness when the ally reflected in these products to a satisfying degree? launch of the product approaches. After all, the Florentine Winter:The market dynamics are in such high consumer doesn't just want to know when a new gear that numerous producers invest a lot of time and product hits the market, he also wants confirmation money in market analyses and the development and from an external, independent source that this product subsequent marketing of new, innovative product lines. actually delivers on the promises made by advertising. And soon after, the market usually sees a fair share of low- price alternatives that also want a piece of the pie. In the end, every consumer will find the desired product in his preferred price range. Judging from my experiences, the producers really do try to cater to the consumers' wishes, the thing is just that in the end ,many consumers are not willing to pay the price for a quality product, opting for an alternative with a smaller price tag instead.
No one can dispute the fact that many innovative and well-designed products are being developed and laun- ched these days. But are these products also presented in a way that will leave an impression on the public?
Would you say that people are really aware of new © Florentine Winter products when they hit the shelves? Florentine Winter: The way I see it, the producers are really working hard to present their innovations to a There is a lot of talk in the erotic industry about wide audience. Of course, communicating the launch making the market as a whole as well as individual of an erotic product to the target audience is not as products more mainstream-friendly. Do you think that's easy as, say, promoting the latest model of a car a good idea? company. In my opinion, attending erotic trade shows Florentine Winter: I think it's more important to position and having a modern website is absolutely essential. your brand the right way and focus on its appeal And then there's the whole world of blog marketing among the target audience. Google loves brands and social media. You can create a Facebook and a when it comes to search engine results, and the con- Twitter account in a jiffy, but continuously updating the sumers love brands when they go shopping. If they content and presenting it in a user-friendly, appealing have a favourite brand, they will always pick it over way, that is a big challenge. Despite their sexual savv- other products because they trust the brand. Of course, yness, most consumers are very reserved when it if you have a mainstream product, chances are that it comes to social media and adult content. Many of will be more to the liking of a wide audience, and it them hesitate before publicly liking or commenting on may actually rake in more money due to higher sales
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figures, but there is no positioning. The producers ence the complex process that we call the customer should focus on what they know better than anybody journey. For successful sales, you need more positive else! They should find the passion within their products experiences in this customer journey than you'd need and convey it to their customers. Among if you had the reach of a mainstream German producers, Fun Factory has set brand. This is definitely a big challenge a great example, truly establishing their for erotic brands, but if they brand in the erotic market. The apple- succeed, they are rewarded with green Patchy Paul vibrator or the blue real customer loyalty. dolphin design – these products really make an impression on the consumer. One of the trends that has emerged these past months is controlling toys via app. Do you believe When is a product a mainstream product? this is a long-term development, or is the app- Florentine Winter: The way I see it, a product that will controlled sex toy destined to be a fad or a sell great quantities due to a cur- niche product? rent trend is a mainstream pro- ...... Florentine Winter: The way I see it, duct. The quality only plays a minor Bloggers can help shape it is a great opportunity to reach a role because the focus is on the public opinion, they new, younger audience – and to owning the product, not on being can stir up a discussion, bind this group also in the long run. able to use it for years to come. “they can educate. It is a Almost every 20-year old out there The consumers are willing to expe- great feeling for the rea- owns a smartphone, and absolu- riment with trendy products if they der to know that they are tely every 20-year old has great don't cost too much and if they not alone with their sexual sexual curiosity. The only thing that's are readily available. Mainstream preferences and problems.“ kept this trend from really breaking products can be used to explore ...... out so far has been the high prices. your preferences and find out what I myself am a huge fan of this you really want from a toy, but if I technology; I own an app-control- already know that, I'll pick the high-quality product led music vibrator from OhMiBod and the latest We- from a brand that is known for these kinds of products Vibe with app technology, and I love it. because I know that they will allow me to maximise my pleasure. Apart from products and events, you also review erotic literature. Considering the incredible success Regarding brands in the erotic market: Are there of Fifty Shades of Grey, do you think that the erotic brands, or rather: Are they perceived as brands by industry should put more emphasis on this area? the consumers? Florentine Winter: The brands in this industry should Florentine Winter: Sure, the consumer is also aware rather put more emphasis on placing editorial articles of brands in the erotic market, and if he has been in women's magazines. Industry newcomer Amorelie satisfied with a brand, he will stick with it, just like he has set a great example here, proving that it is possi- would in any other area of his life. The big difference, ble to be present in the media on a regular basis. however, is that these are not products you buy every As for the publishing and marketing of erotic literature day, such as butter or milk. You won't shop for such – I think we should leave that to the publishers and products very frequently, even if you have a preferred book stores. The greatest potential is hidden in erotic brand. And since erotic products don't have the kind magazines for women. Now that's a new and exciting of presence in our every day life that mainstream medium. Several attempts have already been brands. have – i.e. advertising on TV, fashion magazi- undertaken to establish such a magazine, I know, nes, display windows, etc. - it's much harder to influ- but I feel that now is the right time for that!
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“Our technology will allow us to build whole new categories of products for this industry.”
The second patent for Revel Body
There are many reasons why patents for products, designs, and technolo- gies have gained more importance among producers – also for Revel Body. The American creative powerhouse has obtained two patents so far, but that's just the beginning as the company continues to develop more innovative products. We talked about the value of patents with Robin Elenga, the CEO of Revel Body.
exclusive obin, you just received products on the market. There are a lot of reasons why Ryour second patent for different people like different levels of vibration including your developments in vibra- age, body mass, prior use of vibrators. We set out to tions technology. You obtai- find a solution to the ‘one speed limitation’, and we de- ned the first patent in veloped a way to use software, embedded electronics, January, 2012. What exactly and mechanical means to allow these motors to run at did you get patented? a variety of speeds which is the basis of our patent. Robin Elenga: Our Implicit in this is that it first patent and the ...... becomes much easier/ focus of our develop- We have decided to focus cheaper to manu- ment has been on development on more facture these products. improving what is fundamental research in It also turns out there are arguably the best “ order to improve the a lot of other applicati- technology for making consumer experience; ons for this technology. vibrations; the resona- things like vibration ting motor. Traditionally, and sensation.“ What does this second this class of motor is ...... patent mean for you almost perfect (quiet, company and for your powerful, efficient, reliable), except upcoming product developments? What do these for one major flaw which is that pre- patents mean for the industry in general? vious examples would only really run Robin: The second patent really extends the first to give at a single speed and they were pretty us broader coverage. We have multiple other patents difficult/expensive to manufacture. If you in process as well as ones we are getting ready to file. look at the consumers of sex toys, you see We are really working hard to develop a broad range that there is a pretty large range in terms of of technology and corresponding patents. Our tech- vibration (power, speed, amplitude) that consu- nology will allow us to build whole new categories of mers like, which is why there is such a range of products for this industry. Think about different shapes,
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INTERVIEW
...... If anyone thinks the current Revel Body Sol is interesting, they will be blown away by what we are working on.“ “ ......
stronger vibration, quie- How much time, effort ter motors, significantly more and money did the patent cost you? reliable products, but fundamentally Robin: We have put quite a bit of better vibration for providing stimulation. money into patent applications as well as We have seen some dramatic results in testing prosecuting them in multiple jurisdictions. Patents with products that run at speeds that are beyond what are much more expensive than just the initial filing fee. the current rotary technology can do. In the end, I think My guess is we spent around $25,000 getting the first our technology has the potential to create a new patent granted along with a lot of hours, but the costs category of products which will leave the current continue to add up. products labelled as ‘sex toys’ far behind. Did you also apply for additional patents? Why do these patents have such a big impact in your opi- Robin: Yes, we have multiple other patents that are nion and how do they influence your upcoming activities? being processed as well as extensions to the existing Robin: We are more interested in developing compel- patents. We are preparing to file several more this year. ling new products that fundamentally improve consu- It is an ongoing effort. mer’s lives than just obtaining patents, but obtaining patents is a result of the developments we are working Would you advise other manufacturers to take these on. We have several products in development that will steps in order to protect their intellectual property? be very compelling to consumers in many ways. If Robin: I would, but there are a lot of traps. Some anyone thinks the current Revel Body Sol is interesting, patents have very little value and are easily circum- they will be blown away by what we are working on. vented, like design patents. Also, many people think
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INTERVIEW
getting a patent is the end, when it is really the begin- How happy are you with your second product ning. The first step a lot of people make when facing Revel Body SOL? an infringement action is work to invalidate a patent. Robin: I am happy with Revel Body SOL, it includes big You also have to be ready to pursue companies that performance and value improvements over the are infringing. Patents have a previous version, and it is being very well re- lot of value but they are also ...... viewed and received by consumers. People very expensive and time-con- I think our techno- are stunned at the underwater vibration it suming. logy has the potential creates. It has been extremely reliable with to create a new category unbelievably low failure rates. I receive Your goal was to create the “of products which will messages all of the time from people saying next generation of sex toys – sex leave the current products it has improved their lives. I think it is great. toys that wouldn't even be labelled as ‘sex toys’ far considered ”sex toys“ any more. behind.” It is obvious, that the trend in product What can the market expect ...... development goes towards modern from Revel Body in 2015? technologies for vibrators. Let's take app Robin: If our plans hold, we controlled vibrators as an example. What is will launch at least two completely new products which your opinion concerning this trend? will incorporate what we have learned during our time Robin: Bluetooth and other standards of controlling in the industry and will contain much newer and better vibrators are sort of interesting, but anyone can do it so technology than our current products. Think of it does not create any lasting competitive advantage. compelling new forms, much better ways of controlling We tested Bluetooth control but decided not to focus products, much stronger and quieter vibration. on it too much. It is pretty simple to do, but also creates a lot of consumer issues; connectivity and compatibility issues are common. There are also privacy and use case issues. It is an interesting feature to consumers now but will become a commodity over time. We have decided to focus development on more fundamental research in order to improve the consumer experience; things like vibration and sensation. That is what people use vibrators for after all.
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INTERVIEW
“I have had my vision of business and a strong desire to help people.”
The sexual health store AntiShop celebrates a big anniversary
Adapting to changes in the market, new trends, and new consumer groups is one of the biggest challenges for the trade, but also one of the greatest opportunities, as Tapio Ruppa explains. Together with his wife Tarja, he runs the Sexual Health Shop & Erotic Megastore AntiShop in Jyväskylä, Finland. Since 2000, the couple have been placing more and more emphasis on sexual health and sexual wellness. Of course, you need to do more than just point to the corresponding products on your shelves; you need to inform, educate, advise, and there's also another prerequisite, as Tapio Ruppa explains in this interview: the desire to help people.
exclusive
ome 2015, your tantly, how has your store changed? How have your Ccompany will have customers changed? been in business for 30 ye- Tapio: The world is changing and so are we. 30 years ars, so congratulations on ago, all customers were men, and films were the that and all the best for best-selling article. There we fewer other products. the years to come! Having Today, everything is different. 70% of the customers are been around for so long, women, and best of all, older people dare to shop for your company must be erotic products as well. one of the pioneers of the Finnish erotic trade, right? How would you describe the current situation in the Tapio Ruppa: Thank You! Finnish brick and mortar trade? Does it benefit from The Sexual Health Shop & social changes such as a more open-minded Erotic Megastore AntiShop approach to sex, erotica, and related subjects? has been running under Tapio: The brick and mortar trade will always be needed. this name for 30 years People buy a lot of products on the internet, and at the now. Before that, the com- same time, the internet introduces them to new pro- pany operated under a ducts. When social media says things like this and that different name for 20 ye- is cool, people become more interested in the topic, ars. The company’s full and each time, new faces show up at the shop. It tells age is therefore 50 years! us that people will visit an adult store more easily and I've only been in the field that they are more open-minded about shopping here. for 15 years, so I’m still an "amateur". It is said that the economic situation in Finland is not really looking too good at the moment. What are the How has the Finnish erotic reasons for these economic troubles, and how do they trade changed over the affect the erotic market? course of the past 30 Tapio: The Finnish economy remained strong for many
Tapio and Tarja Ruppa have been focussing years? And, more impor- years, even when Central Europe was in recession. Now, on sexual health and wellness
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TAPIO RUPPA
it’s Finland too; we have joined the Tapio: This is perhaps the most diffi- us, but if the doctor or gynaecologist ranks. The problems are universal: cult point, you must have the ne- advises his patient to visit us, that International companies are closing cessary knowledge and confidence encourages them to look for advice factories, Nokia has been sold when you're talking about this topic. in our . abroad, exports don't pull. The At times, you need to be a psycho- European Union’s sanctions against logist, a doctor, a human expert etc. Which of the products and product Russia also affect the situation. But to be able to convince the custo- groups that you offer in the sexual we all know: Sex & erotica sell all mer that sexual health is a big and wellness/sexual health category are time, especially when the economy important part of human life. Sexual particularly popular at the moment? is down. health has been studied and Tapio: Most products are for mucosal proven to improve the quality of life. dryness or erectile dysfunction. There One of your strong points that sets are also many cancer treatment you apart from the competition is Would you say that the Finnish patients who look for our products. your emphasis on sexual health and consumers show a lot of interest in A doctor will usually concentrate on sexual wellness products. When did things like sexual health and sexual managing the patient's illness, and you start focussing to these cate - wellness? Do they already know less about the side effects brought gories, and what were the reasons about these trends, do they know about by the sickness, much less for that decision? about these products, or do most the intimate side effects. We, how - Tapio: Sexual health and sexual of them hear about it for the first ever can provide assistance with wellness began in the year 2000 for time when they enter your store? these problems. us. It wasn't easy, and it required Tapio: For the past six years, our hard and persistent work. When I company has been called Sexual Do you feel that you get enough started in the sexual health field, Health Store AntiShop, so customers support from the industry on your there was a big gap in this market. know what to expect. Many already mission to inform the Finnish about Medication does not help with know a little bit about it, but young sexual health and sexual wellness? everything, but sexual health is a ho- people do not much care about Do producers and distributors supply listic thing, as many people under- these things because in most cases, you with sufficient information or stand now. I have had this vision of there are no problems at a young training materials? my business and also a strong desire age. But when you get older, there Tapio: I don’t get as much support as to help people. Over the years, I are many things can cause sexual I's want. This is a pioneering work, and had to talk to and win over many changes in the human body. If there I am constantly trying to get in touch people in the health care industry. are changes in the couple's relati- with sexologists, gynaecologists, and onship, they will come and speak doctors for collaboration. They get How is this focus on sexual health, to us. The first place to go is not the information from me, and I from etc. reflected in your store and in doctor, sexologist, or gynaecologist them. This way, we determine which your product range? any more. kinds of products are for the benefit Tapio: The product range is wider of patients with a certain problem. than ever. Currently, there are How have your customers respon- 14,000 different products and ded to this focus on sexual wellness Are there plans to focus even more sexual health products make up a and sexual health in your store? on sexual health and sexual large part of the range. Tapio: It’s directly reflected in our wellness? customer base. 70% of the custo- Tapio: Well, this is something that When talking to your customers, mers are women. Some customers demands special expertise, I how do communicate these trends are 80-90 years of age. At this age, believe, so I will have a lot to do on to them? people do not normally deal with that front in future.
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INTERVIEW
“I think men care about realism.”
Brian Sloan talks about Autoblow 2 After three years of development, the Autoblow 2 hit the market in the summer of 2014. Since then, producer Vience hast sold more than 35,000 units of the blowjob simulator. Brian Sloan, who is in charge of the development of the Autoblow series, wants to top these figures in 2015, and chances are he will get his wish because the great interest among trade and consumers - that had already been apparent during the crowdfunding campaign before the launch of the product – has not wavered since. EAN asked Brian for an interview, and he explained to us why Autoblow 2 is a unique product, where he wants to take this and other projects in 2015, and what men can and should expect from a quality masturbator.
exclusive i, Brian. You are the creator of the Autoblow2, How does the Autoblow2 differ from other masturbators Han automated blowjob simulator. Could you first and the first version of the Autoblow? tell us a bit about yourself? Since when have you been Brian Sloan: The first version of the Autoblow was battery designing and selling erotic products and what did you powered and did not have a removable sleeve. The do before? fact that it was powered by batteries caused it to often Brian Sloan: Before I finished law school in the US in stall except on a relatively smaller range of penis sizes. 2005, I realised that working as a lawyer for the rest of Cleaning it was more difficult and the lifespan of the my life would not be a career that allowed me to product was much shorter. reach my full potential. I started a company at first The new version plugs into the wall outlet, which allowed after law school buying up anything of value from us to use an industrial strength motor instead of the toy bankruptcy auctions of factories and businesses, and motor we used in the previous version. The product now selling the goods on the eBay. On eBay I learned about has enough torque to continue stroking through virtually the market for latex fetishwear, and began importing every penis size. We also created three sizes of remo- it from China. Selling fetishwear opened my eyes to vable interchangeable sleeves, so that the sensation is what was happening in the adult toy market – which is equalised for all men regardless of penis size. Plus that brands were only manufacturing and selling to cleaning the sleeve is easy – and no liquid ever enters distributors and distributors were selling to retailers. the actual machine. Except for 1 or 2 brands, no brand was focused on There are no other masturbators on the market with as the B2C market. So I decided to move to China and powerful a motor as the Autoblow 2 and there is no start a company manufacturing brands of toys that other product that allows men to customise the sensa- were sold directly to consumers on our own network of tion for their own penis size. e-commerce sites. I’ve been doing that for the last 7 years. You can check out our company site here: How involved are you in the design process? How should www.vieci.com. we envision this process?
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BRIAN SLOAN
...... The process of designing a product like this is one that involves finding the right people, and the right factory partners. It needs someone to be on the ground in China who understands “the unique challenges doing business in China presents.” ......
“Since the day we released the product, we began working on improvements with each batch we manufacture.” - Brian Sloan
Brian Sloan: I am not a designer or dildos and Mangasm has prostate and campaigns that can demons- an engineer. The design of the toys and artificial vaginas. I’m actu- trate a finished product. The money product went through at least three ally crowdfunding a new item now I raised from the campaign was not different teams before we reached called Slaphappy, which is a new to invent the product but instead to the design we produced. Although style of vibrator. You can see the help finance its first production run. I have no background in design, campaign here: The trust generated from showing I was very clear on what I wanted in www.indiegogo.com people a finished product goes a terms of functionality, durability, and long way. appearance. I was still the project You made a big splash in the media I also had help from a PR specialist manager. The process of designing when you managed to raise over who reached out to media who a product like this is one that involves $270,000 via crowdfunding. Could had an interest in the topic. Websites finding the right people, and the you give us an insight into how you need content that get people to right factory partners. It needs managed your crowdfunding cam- click. My campaign was something someone to be on the ground in paign? Did you expect this success? that was win-win for both me and China who understands the unique Brian Sloan: I wrote the text of and the websites who posted about it, challenges doing business in China shot the video for the campaign as the content and article titles were presents. myself. I just put some time into very clickable. studying the mechanics of success- In fact I did expect this success. I’ve Which other products does your ful crowdfunding campaigns and been in this market for 7 years and company offer? made sure I followed the path that worked on the development of this Brian Sloan: I make a line for they did. product (and invested a lot of women called Ladygasm and a line There is a huge difference in the money) for 3 years because I was for men called Mangasm. Lady- amounts funded for campaigns totally clear in what was possible. I gasm has a range of vibrators and that are merely ideas or prototypes, knew men wanted a new better
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INTERVIEW
quality automatic machine that would make mastur- customer group in mind when selling the Autoblow2? bating more realistic. I think that this invention and the Do you have an ”average customer“? ones that I make in the future will rival the popularity of Brian Sloan: In fact, we don’t really have an average the Fleshlight. customer. I sometimes read through our customer service emails, and the range of men is extensive – everyone The crowdfunding campaign showed, that there is big from college students with girlfriends to very old men who’s interest in your product. Did this success continue in the wives don’t have sex with them any more. Virtually every months following the campaign? How many units of the man masturbates and is a potential customer. Autoblow 2 have you sold so far? Brian Sloan: Yes, the interest has continued. We have been With a retail price of over 100€, the Autoblow 2 is rather selling the product both on our US and UK websites expensive. Why should the consumers invest that Autoblow2.com and autoblow2.co.uk, to chains in the much money for something they can do with their hand US, and to our distributor in Europe, Eropartner. We’ve sold for free? around 35,000 machines since May. Our goal for 2015 is Brian Sloan: While it may be expensive compared with to sell 100,000 units. other male masturbation aides, I don’t think it is expensive in general. People are accustomed to paying more for It seems as if every man is a potential customer for your products that last for years especially when those products product. Is that the case? Or do you have a more specific can offer a function or features not available in other products. There is not a comparable product on the market to say that this one is expensive compared to it...... Our cost is high to produce it relative to other male sex In fact, we don’t toys. Even the electrical adapters we use are of the highest really have an quality and are surprisingly expensive. average customer. […] You can buy a coffee maker for $30 or $3000 or $10,000. “Virtually every man There is a huge difference, function-wise and quality wise masturbates and is a between them. It is the same with any electronic device, potential customer.” including the Autoblow 2...... While men can masturbate with their hand, they have been doing that over and over again for years or even decades. People just want a change from the routine. The Autoblow 2 offers them that change.
What, do you think, does the modern man look for in general when he goes out shopping for a masturbator? Brian Sloan: I think men care about realism. They are wondering, will this masturbator feel like the real thing? Will it feel better than my hand? Will it break easily and will it be worth the money I pay for it?
You say on your homepage that the motor of the Autoblow 2 will last for over 500 hours. Does that go for the Brian Sloan plans to sell more than sleeves as well? Can additional sleeves 100,000 units of the Autoblow 2 in 2015
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INTERVIEW
or sleeves with different infomercial voice over. We are the first sex toy brand designs be bought sepa- who has reached out to so many individual countries in rately? Europe with dedicated language websites. Brian Sloan: No, the slee- ves wear out and will need Do you see the Autoblow 2 as a first step to be replaced. The on the way to a sex-robot or at least a up/down motion of the completely immersive mechanism wears away experience? With cur- the sleeves slowly. We would rent innovations in the love to be able to use field of VR, the possi- longer lasting silicone ins- bilities seem endless... tead of the TPE we use, but do you think, that is the sensations won’t transfer the way sex-toys for through silicone in the way men will take? Brian Sloan wants to introduce more they transfer through the new sleeves for the Autoblow 2 in 2015 Brian Sloan: The me- flesh-like material we use. dia is crazy about VR sex. I’m not. In fact I think we are at a minimum 10-20 years away from fully immersive We offer extra mouth sleeves, and later this month we VR sexual experiences. You commented earlier that the will put extra vagina sleeves online which have raised Autoblow 2 is expensive at over 100 Euros. The equip- ridges on the inside for extra sensation. An ass sleeve ment for a high quality virtual sex experience would will come in 2015. cost 10s of thousands of dollars, putting such an experience out of reach for virtually all men. As far as I know, your company is based in China. In the end, I believe men want to simply enhance the To which countries do you sell the Autoblow2 at physical sensation of masturbating while keeping the the moment? rest of the experience fairly traditional. For me that Brian Sloan: Actually we operate as a US Corporation means, using the Autoblow 2, experiencing a hands- but that does not necessarily mean we must keep an free orgasm, while watching porn on a TV or a office located in the US. I spend virtually all of my time computer. They do not want to boot-up, configure, in China and Romania. install drivers for, or otherwise waste time initiating a We sell the product worldwide and ship from our masturbation experience. warehouse in the US and our warehouse in the UK They just want to get off, and I see that VR devices will depending on where the order comes from. only complicate what is otherwise relatively simple. I think male consumers will largely reject such techno- Where can interested retailers in Europe turn to if they logical advances in masturbation. want to sell the Autoblow2? Brian Sloan: They can contact us on autoblowdistribution.eu What can we expect from you in 2015? Will there be or contact our distributor, Eropartner. an Autoblow 3 or additions to your current model? Brian Sloan: Yes – Im a fan of the Apple business model Recently, you released the German version of the which means constant innovation. Apple released a Autoblow website. Will your site be available in more new iPhone every 1.5 years or so, and I plan to do the languages in the future? same with the Autoblow 2. Since the day we released Brian Sloan: Yes. In fact this month we are launching the product, we began working on improvements with Autoblow.de, Autoblow.es, Autoblow.fr, Autoblow.se, each batch we manufacture. We will roll out larger Autoblow.nl, Autoblow.dk, Autoblow.pl, and Autoblow.it. scale changes and improvements in a version 3 The sites are fully translated including even the cartoon sometime in late 2015 or early 2016.
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INTERVIEW
“We want to shine a and sexuality from all Séparée: “Eroticism is feminine.“
Unsatisfied with the lack of erotic magazines for women, Janina Gatzky decided to publish her own mag
While it is hard to keep track of all the erotic magazines catering to a male audience, there aren't all that many publications that tickle the female imagination. One year ago, two women from Berlin set out to do something about that, starting their own magazine for the German market, Séparée. Following a quarterly publication pattern, the third issue has been printed at the end of the year, and as always, it is about eroticism for women, marking a departure from trodden paths and stereotyped role models. Janina Gatzky, one of the two founders of Séparée, took the time for an interview with EAN, sharing her definition of feminine eroticism, explaining how the magazine also represents a platform for erotic products, and telling us why the time is right for a magazine such as Séparée.
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JANINA GATZKY
spotlight on eroticism kinds of angles.“
exclusive ow is an erotic magazine for thing from a differently angle, also Hwomen different from a mag physically. Just think of the doggy- for men? style position. Women are much Janina Gatzky: First of all, there is a more interested in the right difference in the topics and the look. atmosphere, the mood. The Naturally, we are presenting topics want to feel accepted and that are more interesting to female loved. There's a saying that readers, and we present the content women need to be in from a female viewpoint. Therefore, love to go to bed with we have naked men on our pages. someone and there's You won't find those in the usual erotic definitely a kernel of magazines for men – wouldn't really truth in that. go together with the concept of Playboy, for instance ... What's more, There are many women's magazines, approached from the advice angle: the entire visual language of the and many of them also cover erotic how to get him into bed, how to have magazine is just as feminine as the and sexual subjects. Why did you a great time with him, and so on. With content. It's not about adventure and decide to start a magazine that Séparée, however, our goal is to cars, it's about emotions and creating focusses exclusively on these things? entertain, to stimulate, to arouse, images in your mind. Janina Gatzky: First of all, because I to excite, while also looking at other myself wanted to read such a ma- things than anybody else. Would you please tell us more about gazine, something just for the erotic this visual language? aspects of life. A lot of the stuff I read There have been attempts to estab- Janina Gatzky: It is very important to in women's magazines becomes lish such magazines in the German us that the magazine has a stylish, terribly repetitive, and there are also market before, but none of them elegant, charming high-quality look. things that simply don't interest me. have been really successful. How In some places, it's also playful, for When I want something sexy, I don't is Séparée different from these instance if we use ornate fonts. need a hundred relationship, fashion prior experiments? and make-up tips or recipes. Unfortu- Janina Gatzky: Firstly, the times have Do women respond differently to ero- nately, many classical women's ma- changed. The subject is simply more tic images, texts, etc.? Which aspects gazines still convey this old role model. acceptable today, and I believe the are particularly important for the Then, there are other magazines for success of Fifty Shades of Grey has female readers of your magazine? women, such as Emma in Germany, been a tremendous help in that Janina Gatzky: With women, it's more where things tend to be rather regard. People are more open about about the images created in their political. What I wanted was a broad sexuality and eroticism in many ways. mind, and we cater to that desire in mix, but with a clear focus on eroti- It's okay for women to have feelings our magazine. Men look at the whole cism – a topic that is usually only of lust without being branded as sluts.
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INTERVIEW
Janina Gatzky: Women who enjoy eroticism and are confident about their sexuality. Women who want to rediscover this kind of pleasure again. Women who say: Gee whiz, there has to be more. Women who look ...... beyond what the mainstream magazi- People are more open about sexuality nes offer. Women who just want to be entertained or and eroticism in many ways. It's stimulated. There is no definitive age group: We have avid okay for women to have feelings of lust readers who are 25 years old, and we have subscribers “without being branded as sluts.“ who are 75 years old. Everything in between – that's our ...... target audience. It is incredible diverse and varied because this is a topic that everybody can relate to one Well, to be perfectly frank, I think the role models in this way or other, some more, some not so much. Therefore, it area have remained pretty static so far. But there is a lot is hard to put a label on our readership, but it also makes going on, things are changing. Just look at big compa- our work much more interesting and exciting. nies such as Beate Uhse; they have discovered female consumers as a target audience. Also, there are more And the magazine is only and exclusively about erotic and more small sex boutiques that put a lot of emphasis things? You don't cover any of the classic “female topics“? on the entire spectrum of female pleasure. These Janina Gatzky: That depends on your definition of developments are definitely helping us.And the fact that women's topics. We simply try to look at sexuality in general Séparée has been made by women for women pro- and to do so from various viewpoints. For instance, we bably also adds a different kind of appeal among that have articles about contraception, jealousy, about the target audience. pill, etc. In addition to that, we want to show that eroticism has many faces all of which are worth discovering. In our You have been looking beyond the German market to current issue, we talk about a balloon fetish, and we have find out about erotic magazines for women in other an article about a woman's experiences at a BDSM European countries. Please tell us: Are there similar beginner workshop. A thing that's also close to my heart is magazines in other markets? to do away with inhibitions. Our magazine is a way of say- Janina Gatzky: Well, we didn't find much. There was this ing: Hey, it's okay to try what's in you, what you feel, what little magazine in Norway that has an approach similar to you are curious about. Séparée is about eliminating such Séparée, but something that's really made by women fears. In our next issue, we'll take a closer look at tantra. and for women – rather not. There's a German publication So you see, we really want to shine a spotlight on the topic called Jungsheft (boy mag), but the explicit images put it of eroticism and sexuality from all kinds of angles. in the porn segment. You have to be very careful about what you show if you want your magazine to be sold There are also photo galleries in every issue of Séparée ... unsealed and at 7%VAT. If the content is deemed to be What can you tell us about those? pornographic in Germany, a VAT of 19% is slapped on Janina Gatzky: Well, our definition of a photo gallery is the magazine, and it can only be sold sealed in foil. having several pictures about the same topic. Or course, we have a guy in the nude, that's a prerequisite, but we Since we're already talking about content: Who is this con- always pick a different theme: In our first issues, it was a tent aimed at? Who is the target audience of Séparée? handyman, in issue number two, it was a shaman,
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INTERVIEW
The very first of issue of Séparée, the female erotic magazine created by friends Ute Gliwa and Janina Gratzky, was published last spring
and now, in issue three, it's a confectioner who bares it section, so you might not find it all for us. There are also couples photos in every issue; this right away, because it has been put time it's about how couples sleep, last time, it was a photo between the erotic magazines – which is usually a section story about seduction … In addition to that, we also have the female readers steer clear of. The latest issue is availa- a gallery about women, but usually, that doesn't have to ble in many big cities, for instance Berlin, Düsseldorf, be about nudity. For instance, in issue two, we had photos Munich, Leipzig, or Hamburg. The thing is just that you may of burlesque dancers in their costumes – absolutely have to ask for it or look for it in unfamiliar places. And of gorgeous images, I might add -, putting the emphasis on course, you can also order the magazine online via the girls without presenting them as a naked sex object. our website.
Of course, with EAN being a trade magazine, we're Is your magazine also sold in erotic stores or boutiques? curious to know if you also present new erotic products to Janina Gatzky: We do collaborate with boutiques, for your readers. Do you? instance Frau Blum in Stuttgart, Liebenswert in Vienna, or Janina Gatzky: There are several different sections in our Fun Factory who sell our magazines in their flagship store magazine that deal with erotic products. For one, there is in Berlin. Naturally, we'd be happy to establish similar our “role play“ section where we recommend products collaborations with other big players as well. for HER. It can be anything, from toys and cosmetics to sexy shoes. Then, we also have a page of product The erotic trade has become more and more women- recommendations for men with a similar layout. Here too, friendly these past years, wouldn't you agree? But what we cover everything from toys to erotic fashion, often with needs to happen so erotic products will reach a truly a little erotic wrap-around story. Then, there's our “objects broad audience in general? of lust“ section; this one is dedicated solely to products Janina Gatzky: I definitely agree. This development is from the erotic industry. And naturally, we have a toy test clearly visible, also in terms of product communication, in every issue – the test is also published in our blog and design, packaging. There is an astonishing number of top- on our website, www.separee.com. So there is quite a bit notch sex toys in the market today – the kind of products of space for product presentations. where you don't have to blush when you buy them, products you're thrilled about when you receive them as What about ads? Many other magazines still give wide a gift or that you yourself would present to someone as a berth to the idea of printing advertisements for sex toys … gift. There can be no doubt that a lot has happened, and Janina Gatzky: Well, you've come to the right place. We still continues to happen in that department. I think that would be thrilled if more companies were game to place the trade is on the right track, it's society that's still lagging ads in magazines such as ours – even though Séparée is behind. People are only just learning to accept sexuality still very young. It's definitely not like there was no platform and eroticism as fun part of life. But we're getting there. or forum for erotic products ... How many issues of Séparée are published per year, how Where can the readers buy Séparée? much does the magazine cost, what's the circulation? Janina Gatzky: The magazine is available at news kiosks Janina Gatzky: The magazine is published quarterly, and train station bookbstores. Of course, some clerks are the price is €4.90, and the circulation is 13,000 copies hesitant about placing Séparée in the women's magazine per issue.
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INTERVIEW
“We regularly advise Baci more important to sell the
Helle Panzieri talks Baci Lingerie
Fashion is about more than just looking nice, especially if you're talking about lingerie. The customer is also buying dreams, image, and confidence. This is an aspect that Baci Lingerie has been paying close attention to ever since the company was founded in 2010, and it is also reflected in their new collection. Inspired by the latest, bondage-centric trends in the erotic market, this collection offers luxury at affordable prices. In our EAN interview, Helle Panzieri explains the unique characteristics of Baci Lingerie, and she tells us why this brand is so successful at stimulating the customers' imagination.
exclusive aci was founded 2010 and is Helle Panzieri: We regularly advise Baci B therefore a relatively young retailers that it is more important to brand. How would you describe sell the fantasy than the actual the years since the foundation item. We offer an incredibly of the brand? diverse selection of garments Helle Panzieri: I can only and accessories that all speak about the seven contribute to allowing the months I’ve been with the wearer become their fantasy. company, I can tell you that For some, that means since its beginning, the Baci sexuality; for others, it means brand has undergone tremen- confidence. Our “I can B” dous change. A transition from marketing campaign communi- European to American ownership, Helle Panzieri is confident that Baci Lingerie cates this idea very clearly. With will continue on its course of success a re-focussing of the collections, as regard to luxury, our commit- well as a virtual re-branding are just some of ment to quality continues to express a luxurious the things that have played into Baci’s success and market image – without the typical luxury price tag. relevance. During my time with the brand, we have continually expanded our trade show schedule and As a lingerie brand, Baci has a strong presence on the aggressive sales and marketing efforts – again, just part of mainstream market. How important are classic adult what it takes to stay ahead. Of course, the efforts of our shops for your brand? loyal worldwide partners are also essential in serving the Helle Panzieri: For us, both channels are extremely impor- most important people – our cherished customers. tant. In the beginning, Baci has found a home in adult shops, and as we’ve grown, mainstream boutiques have Looking at Baci, it seems that the brand represents luxury recognised us as a very viable option for their customers. as well as sexuality. Is that the image that Baci is looking In the end, both consumer groups are seeking the same for? Which channels do you think are most important to kind of fantasy experience, and it is therefore vital for us to communicate this image? deliver our product through as many channels as possible.
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retailers that it is fantasy than the actual item.”
Where do you see differences when trending toward a merger as evi- sure that our styles are in keeping with it comes to marketing for the main- denced by popular culture. the Baci brand, so our regular custo- stream market and for the erotic in- mers can continue to identify with the dustry? Do they attract different cus- Baci frequently releases new collecti- fantasy we normally provide. tomers or are differences between ons. How would you describe your the markets dwindling anyway? newest collection? Are you following Lingerie consist of a lot of different Helle Panzieri: Although today’s cul- any current trends on the lingerie products: sexy bra and panties, ture has allowed adult and main- market with this collection or are you hosiery, costumes, etc. Do you see stream marketing to blend more trying to create those trends yourself? any lingerie category growing espe- and more, there are still well defined Helle Panzieri: Our newest collection cially strong right now? lines separating them. To me, this definitely takes inspiration from the Helle Panzieri: Since we are in the requires us to be more creative in trends of edgier, bondage-inspired middle of the holiday season, and ra- how we approach our marketing. I looks. The collection includes semi- pidly approaching Valentine’s Day, a think we successfully portray a classy, harnessed, strappy, and caged looks lot of the focus right now is on items but edgy image that offers some- – all styles that are still very popular that are purchased as gifts. For us, thing different to both markets. Adult and not showing any signs of going that continues to be the gift of fantasy. shops benefit from our up-scale away. For us, this trend translates very For example, our sweet bra and panty packaging and imagery, main- well into our new designs and our set instantly transforms to our “Love stream boutiques enjoy our risqué intent to bridge the adult and main- Slave” (Baci 1324) with the addition styles. The two markets are definitely stream markets. Of course, we make of the included lace collar and
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INTERVIEW
chained cuff set. Apart from gifts, we see sexy garments also Envy customers for the man in their life. On a side being worn with everyday outfits, building a sexy, confident note, many of the Envy styles can and are worn by women and powerful attitude for the wearer. We now offer a too; this is another way fashion blurs the lines between comprehensive selection of hosiery – from conservative to male and female. costume – all of which are being paired with skirts and bla- zers, posing the provocative question “what’s underneath?” Is Envy also a product which is sold well in mainstream boutiques or is it a brand more suited for adult shops? Quality, image, price... Even though it might be hard to Helle Panzieri: Envy is without a doubt sold in adult and pin point the exact reason why a customer buys a Baci mainstream marketplaces and is doing extremely well in product, which aspect of your ranges both. It’s great to see men taking better do you think is most important for your care of themselves and being customers? ...... comfortable with experimenting Helle Panzieri: I think for the Baci I think for the Baci with new styles, colours and customer, a vital part of why they customer, a vital patterns. This in turn drives brands choose our products time and time part of why they choose like Envy to come out with a wider again is due to the intricate story-telling “our products time and assortment of cuts and fabrics. Our we offer. We are not only presenting time again is due to the upcoming collection is a great quality garments at a great price intricate story-telling example of this growth, and I really point, Baci embodies a full-fledged we offer. ” look forward to seeing how our Envy vision that women can identify with ...... men will respond. and want to be a part of. What are Baci's plans for the future? Sexy lingerie is a product mainly aimed at women. So I What can we expect in 2015? would assume, that most of your customers are female. Helle Panzieri: In 2015, look for Baci’s continued growth Is that correct? Or is there a huge portion of man as well as a brand – both in the evolution of our collections and buying these products for their partners as a present? our presence in the market. We intend to remain very Helle Panzieri: Lingerie is and will always be a vehicle for visible at trade shows, expand our educational training women to play with many different types of looks and seminars, and get out into the field visiting shops. This will moods. This also contributes to a woman’s confidence. help us stay better connected to our customers. Of course, There is nothing more enticing than a sexy, confident we will be working even closer with our partners around woman. Just take a look at our packaging – the women the globe. By tailoring specific sales and marketing you see wearing our lingerie define sexy confidence. programmes, we can ensure that they remain successful Because of this, we definitely sell a lot of lingerie to men with the brand. This type of relationship is tremendously shopping for the women in their lives. important for Baci, and for me as its primary representative.
Besides the Baci lingerie for women, you also offer a Baci is active in many philanthropic activities. Which cause range aimed at men: Envy Men's Wear. What makes this is especially important to you and how do you support it? brand special? Helle Panzieri: Dress for Success is a wonderful organisation Helle Panzieri: This brand is very much the male counter- helping women take their lives into their own hands. Baci part to Baci and strives to conjure the same attributes in Lingerie is committed to empowering women around the men, namely: confidence, sex appeal, backbone, and world, and supporting groups like Dress for Success is so fearlessness. Our new model that is launching the next important to our ongoing philanthropic mission. It is our Envy collection embodies all of this and is easily relatable sincere hope that our involvement creates awareness and for any man. Of course, it’s wonderful to see how well inspires others to support causes that positively impact the received it has been by women as well, since women are lives of women of all walks.
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INTERVIEW
“GLASSVIBRATIONS is the pioneer among glass toys!“
How to make a large product line accessible
Many product lines in the erotic market are rather extensive, and trade members have to decide if they want to carry the whole line or just cherry-pick certain products. The former is often not really an option since there is not enough space on the shelves for all these products – or because there is the risk that certain items might not sell. But how do you cherry-pick the best products from a collection? By resorting to the old game of trial and error, maybe? Fortunately, this gamble is unnecessary for the trade partners of GLASSVIBRATIONS. Brand mastermind Rüdiger Tiburtius is always ready to offer advice and ensure that adding GLASSVIBRATIONS to their range will be an easy, and successful affair for the trade members. In this interview, Rüdiger presents the entry-level products and top-sellers of his brand.
exclusive ow many products are the finished product. Not Hthere in the GLASS - something you are likely VIBRATIONS range at to forget. As far as the the moment? “shelving“ of the pro- Rüdiger Tiburtius: ducts is concer- Currently, our col- ned, we don't lection compri- really have that ses 115 glass problem. There toys, a toy rack, are no “stinkers“ and our popu- in our range, lar toy cleaner. and even the products with New products the lowest sales are introduced, volume sell more old products are than enough items shelved – a process not to be scrapped. that is also important for
the trade and the consumers. Believes in the success of individual support for the trade But how do you keep an overview members: Rüdiger Tiburtius, brand owner GLASSVIBRATIONS of all these products? Rüdiger Tiburtius: For me, that's no problem. I know all GLASSVIBRATIONS is a well-established brand and one my products, A to Z, and I know them inside out. I develo- of the market leaders in the field of glass toys. Why is ped more than half of them, drawing the first sketches. GLASSVIBRATIONS more successful than other brands and And it is a long and arduous process to get from there to collections in this product segment?
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INTERVIEW
...... There are 'entry level products' from GLASSVIBRATIONS in three collections, named LADY, FUNNY, and“ PLUGY. “ ......
Rüdiger Tiburtius: Yes, of course. There are 'entry le- vel products' from GLASSVIBRATIONS in three collections, named LADY, FUNNY, and PLUGY. The LADY collection con- sists of four designs that have been developed for young women and couples. Our glass dildo 'GV-Lady N° 01' is The LADY line is made up of four products that are an elegant twin dildo that looks like a decorative piece of particularly popular among women and couples art on the night stand, but can do so much more. With this Rüdiger Tiburtius: GLASSVIBRATIONS has been producing product, the user will get twice the pleasure, thanks to two glass toys longer than most other companies, so you could wonderfully smooth heads for G spot stimulation. 'GV-Lady rightfully say that GLASSVIBRATIONS is the pioneer among N° 02' is a well-shaped bundle of radiant blue pleasure, glass toys! Everybody who knows a little bit about this guaranteeing soft stimulation thanks to the sturdy tip and segment will think of GLASSVIBRATIONS when someone the ball part of this lovely glass dildo. Next up, we have mentions glass toys. In addition to that, our products come 'GV-Lady N° 03', our G spot specialist! With its anatomically in extremely sophisticated gift boxes whose classy look curved shape, this dildo has no problem finding and sti- has remained unchanged since day one. That makes for mulating the inner pleasure centre. But this toy can also great recognition value. be used from the other side, offering even more ways for ecstatic pleasure. Of course, the glass adapts to the body The GLASSVIBRATIONS slogan is “Quality products with temperature very quickly, and if you are looking for extre- elegant design“ - how is that reflected in the individual mely strong stimulation, we recommend you either warm products of your collection? up the dildo with warm water or cool it down in the refrige- Rüdiger Tiburtius: You just have to take a look at our rator before you use it. 'GV-Lady N° 04' is our beautifully products, the designs, the craftsmanship – that's top-notch shaped blue pleasure giver for ultimate joy and intense quality. All of our products are made by hand, and only sensations. The tip with the four perfectly placed groves products that are cleared as 100% perfect after rigorous and the ball part make for soft, titillating stimulation. Now, quality controls are shipped to the retailers. let's move on to our FUNNY line: At the moment it consists Each GLASSVIBRATIONS toy undergoes three different test of three models that are a bit more racy. All the FUNNY sequences. As a result, there are hardly any complaints. toys are beautifully embellished, with strong wave shapes, knobs, and nifty design. The azure blue radiance of the The GLASSVIBRATIONS range is very extensive. However, 'Funny N° 01' glass dildo immediately catches the eye. the retailers only have so much space on their shelves This exceptionally elaborate glass dildo rouses more than they can dedicate to a single brand, or maybe, they just the imagination. The long, sturdy shaft with its wave want to test a brand to see if their customers are interested shapes makes for maximum vaginal arousal and effective in glass toys. Does GLASSVIBRATIONS offer support, if stimulation of the pleasure nerves while the head tenderly retailers are looking to test the water with a small caresses the G spot. Boasting a classy see-through look, GLASSVIBRATIONS selection? the 'Funny N° 02' has numerous knobs for perfect stimula-
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INTERVIEW
The FUNNY line – strong lines, knobs, and clever design
...... The hand-made glass toys we offer appeal due to their individual design and their “beautiful shapes.“ ......
love play – and to put the stimulator on the night stand in between bouts. These nine 'beginner toys' are also perfect to sate the hunger for pleasure when you're on the road. They fit in most handbags, so you can take them anywhere you go. And although these products tion and is a are also priced at an entry level, all of them live up to the guarantor of endless high quality standards of GLASSVIBRATIONS. Similar to their orgasms. Thanks to the big brothers in the other lines, they come in classy gift handle, the toy can be used in boxes including a storage pouch. a very intuitive, uncomplicated fashion. If you are looking for special stimulation, we also recom- If you had to pick a handful of GLASSVIBRATIONS products mend warming the dildo with hot water or cooling it down for retailers who don't have much space on their shelves, in the freezer. Last but not least, let me present to you which ones would you pick, and why? 'Funny N° 03', made of see-through glass with red knobs Rüdiger Tiburtius: Well, the nine aforementioned beginner that are spread across the shaft at certain spots to ensure products would definitely be a good choice. But you could incredible satisfaction and as many orgasms as the user also add some of our undisputed top-sellers: 'Blue Fantasy', wants. Thanks to the curved shape and the smooth heads, 'Teufelszunge' (Devil's Tongue), 'Red Ball', 'Ladykiller', 'Lila Ge- stimulating the G spot is easy as child's play. And of course, heimnis' (Purple Secret), 'Green Pepper', 'The Golden Sword', it is also perfectly suited for anal stimulation as well. '10 Balls', 'Gurke Extra Strong' (Cucumber Extra Strong) und Since all good things come in threes, here's our PLUGY 'Der mystische Kleine' (The Mythic 'Lil One). These products line. The dark red glass prostate stimulator sell almost by themselves in pretty much any store. 'GV-Plugy N° 01' is not only a beauty to behold, it proves to be a masterful stimulator when you use it! The narrow tip What about the margins for these ten products? can be inserted easily, but also forcefully, and it ensures Rüdiger Tiburtius: Our price structure is just as diverse as intense, wild, passionate fun. The tip is also curved at just our product range. There are items that cost less than the right angle to reach the prostate or the G spot. The €10 plus VAT, and even our top-sellers usually have a line is topped off by the sinful 'Plugy N° 02', available in a catalogue price of less than €20. This pricing strategy see-through version and a black version, but both create guarantees extremely favourable prices for the consu- the same hurricane of pleasure. When inserted anally, the mers, especially since they get top-notch products for smooth head will drive the user to the brink of losing control. their money – and there's still a highly interesting profit The foot can be used to keep a grip on the toy during wild margin for the trade in there.
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INTERVIEW
...... Rüdiger Tiburtius: Test products the customers can touch Currently, our and feel are always the best option. Add some nice collection com- decoration (our toy rack, for instance), and you're already prises 115 glass toys, there. Even if you leave them in the box, our products are “a toy rack, and our instantly recognisable due to the little window in the gift popular toy cleaner.“ box. And of course, we'll also help retailers with special ...... promotions, new store openings, or restructuring plans. Don't hesitate to contact us!
And why are these products also a Silicone is clearly the preferred material for sex toys in the perfect introduction to the world of erotic market. What are the advantages of glass toys? GLASSVIBRATION toys? Rüdiger Tiburtius: The hand-made glass toys we offer Rüdiger Tiburtius: Actually, all GLASS - appeal due to their individual design and their beautiful VIBRATIONS toys could serve that purpose, shapes. These are classy, nifty products, made from not just the top-sellers or tempered borosilicate glass of the highest quality. Apart the beginners pro- from their aesthetic and erotic design, the quality is ducts. We would definitely the most important thing about any toy. Our hard also be more glass may seem frail at first glance, but it would never than happy to break or splinter, no matter how wild and passionate the provide perso- love play gets. What's more, glass is much more robust nal assistance to and much easier to clean than silicone. any retailer wan- GLASSVIBRATIONS glass toys are also perfect for people ting to add our with allergies. So, to sum things up: products. It's always a • tested quality and safety matter of store size and • hand-made tempered glass of the highest quality customer preferences. • incredibly durable A shop that focusses • hypo-allergenic
The two PLUGY toys more on BDSM will pro- • easy and hygienic cleaning bably sell more of our • can be put in the dishwasher 'rougher' products – • classy gift box with magnetic catch, and yes, we including toy pouch also have the right toys for that Do you also supply the trade with sales-promoting type of store, for instance the model 'Gurke Extra Strong' materials so they can advertise the products at the with its extreme knobs, or our 'Blauer Killer' (Blue Killer), a toy point of sale? so big and mighty the packaging can hardly contain it. Rüdiger Tiburtius: There is a wide variety of advertising And let's not forget our love whips with glass dildo handle; materials for our trade partners, from posters with images since October, those are also available in a mini version, that answer most questions to discreet brochures that can by the way. Perfect choices for SM shops, all of them. be turned into a personal ad tool via company stamp or As I already mentioned, if retailers have any questions, sticker. We have it all, and it's all free. With very little effort they're welcomed to get in touch. and no additional costs, these materials can make quite a difference. Just put the brochure in your carrier bags, for Do you also have advice and suggestions for the trade as instance. Of course, we can usually add other sales tools far as the presentation of your range in general and these to the mix as well. So, at the risk of sounding like a broken entry-level products in particular is concerned? record: Get in touch with us!
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INTERVIEW
“If it’s new, Chinese consumers are ALWAYS willing to try something innovative or foreign.” Jordan Weiser on pjur group's activities in the Asian marketplace
Jordan Weiser, Director of Sales in Asia, at Asia Adult Expo
Erotic products are boomig in Asia – however, that is pretty much the only thing the adult markets in countries such as China, Japan, Singapore, Thailand, India, etc. have in com- mon, as Jordan Weiser, Sales Director at pjur group in Asia, explains. Given this heteroge- neous nature of the marketplace, establishing a foothold there becomes an even greater challenge for a Western company. pjur still managed to achieve that feat – how they did it is unveiled in this interview.
exclusive ordan, you are in charge of pjur group's activities in Jordan Weiser: Not at all, each country has its own com- Jthe Asian market. Would you mind telling us how long pletely different characteristics including the adult markets. you have been doing this job, what your duties are, which I would say that the only similar characteristic that is territories you focus on, and how pjur group has gone prevalent in each Asian market is that the demand and about establishing it's current market position in Asia? need for adult products are growing on a daily basis, Jordan Weiser: I have had the pleasure of working for pjur at an extremely fast pace. Group for over a year now. As the Director of Sales in Asia, I offer extensive support in business development, sales, And, drawing from your experience in the Asian market, marketing and customer service for all of our customers what are the biggest differences between these countries? across Asia. You can certainly imagine that our biggest Jordan Weiser: Even though all of the above countries / import market in Asia is China, followed by emerging mar- markets are close in proximity, they are actually completely kets such as Hong Kong, India, Thailand, and Singapore. different on every single level. From the mentality, fiscal ability, market maturity, custom regulations, and overall One can't really call Asia a homogeneous market, but acceptance of “adult products”. are there certain characteristics that are prevalent in China, Japan, or South Korea just as much as they are in How did pjur group manage to establish a foothold in all Taiwan, Thailand, Singapore, or India? those markets despite their differences?
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INTERVIEW
Hong Kong: pjur posters at bus terminals
With roughly 1000 own or franchise stores all across the country, Orange Adult is the biggest chain of adult stores in China
Jordan Weiser: Firstly, we are very lucky to have such a well-established and trusted brand. So when we approach
these vastly different markets we actually have a great pjur products in an advantage compared to brands without this kind of repu- Orange Adult store tation. Once buyers in Asia found out we were able to Jordan Weiser: No question, we MUST focus on middle properly serve their platforms and provide full-time custo- class to upper middle class consumers in China. We are mer service, they were very open about working with us. considered a premium brand, and our prices are higher than our competitors'. But one of the amazing things With a population of 1.37 billion, China must be one of about the Chinese market is that the high-end market is the most lucrative markets in Asia, however, it is also still growing faster than anywhere else in the world. This is a Communist-ruled. How open is the country and how open great benefit to pjur group. are its people when it comes to erotic products? Jordan Weiser: Even though China is under Communist As for Japan, one would think that this country has already rule, it is still one of the biggest capitalistic economies in come a long way as far as selling and buying erotic pro- the world. Once your product or brand is legally imported ducts is concerned. Is that correct? and registered, which takes a lot of time, you are able to Jordan Weiser: Japan has absolutely come a long way sell your products freely on a vast number of different plat- in regards to selling and distributing “western” adult brands. forms. If it’s new, Chinese consumers are ALWAYS willing to But that does not mean it is easy to do business there or try something innovative or foreign. Especially when it that your product will sell by themselves. The Japanese comes to adult products. have an extremely strong home-grown adult market. From manufacturing and distribution to and their own huge se- China is also a country of great differences as far as the lection of quality brands made in Japan. Consumers are per-capita income is concerned, with lots of money to extremely familiar with, and loyal to these Japanese brands go around in the cities, and very little in the rural areas. so it takes a lot of persistence and market awareness for Does pjur focus on the urban middle-class consumers? them to try new products.
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INTERVIEW
pjur Superhero advertisement on a bus in Hong Kong Alexander Giebel, founder an CEO of pjur group, at AEE Macao 2012 But if that is the case, wouldn't that mean that there already pjur group use in the individual Asian markets to achieve are lots of lubricant brands on the Japanese market? greater brand awareness? How is the process different Jordan Weiser: Japan is one of the biggest lubricant from your brand-building activities in Europe? markets in the world. The majority of the brands are quality Jordan Weiser: The processes for our brand-building products, made in Japan at very low cost. activities are completely different in Asia as well. The pro- motion and marketing of adult products in many Asian Are there differences between Asia and other continents countries is still completely illegal or taboo. Even for a as far as the preferred channels of distribution are lubricant. In my opinion, however, this will change very concerned? Is e-commerce more important in Asia than shortly. But even now, with lots of of e-commerce traffic it is in Europe or the United States, and the expansion of adult trade for instance? ...... shows, we can achieve cost-effective Jordan Weiser: Because the adult mar- One of the amazing brand awareness. ket and sexuality are still very new to things about the many Asian consumers, the majority of Chinese market is that The products pjur group offers are the people are very shy and not willing to “the high-end product same all over the world. But what about visit a brick and motor location. There- market is growing faster certifications, tests, regulations, and fore, e-commerce in Asia is absolutely than anywhere else in laws concerning the import of erotic essential for the adult market. If it is not the world.” products? Are there uniform rules already, e-commerce will be the main ...... across your Asian markets? resource for buying adult products all Jordan Weiser: Not at all. Every single across Asia very shortly. country in Asia has completely different rules and regulation when it comes to importing, selling, and marketing our pjur also sell their products via mainstream outlets such products. Working with all the different countries in Asia as drugstores, pharmacies, etc. Would that also be a vi- has been an amazing experience and will only make us able option for the Asian market right now, or is it still too stronger for the future. soon for that? Jordan Weiser: pjur products already are available in How important is a label such as “Made in Germany“ if huge drugstores like Mannings and Watsons in Asia, and you want to sell a product in Asia? of course we always try to win over more pharmacy and Jordan Weiser: It is by far our strongest selling point. The drugstore chains all over Asia. There are also some markets majority of other lubricant brands in Asia are always made where erotic stores are prohibited, so mainstream is the in either China, Thailand, Vietnam, or Malaysia. When an only way to sell erotic products. Asian customer walks into an adult store or shops online for a lubricant and realises that pjur products are 100% Distribution is one thing, but it's equally important to estab- Made in Germany, this will often be the determining factor lish the brand in the consumers' minds. Which tools can in obtaining new customers across the entire region.
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INTERVIEW “We are always striving to user friendly products.” Tim Brown talks Bathmate
exclusive
athmate offers penis pumps with a twist: Unlike hot spots of pressure. This can lead to bruising, bending B traditional pumps, they work with water instead of and bulging of the penis. Water on the other hand is air. Why is water better suited for the task? consistent when under pressure. This means that when you Tim Brown: Air is spongy and inconsistent under pressure, compress water inside the vessel it compresses in an even which means if you create a vacuum inside a vessel that manner around the entire length and girth of the penis. is filled with air, and then compress the air, the air that is in- This even compression, allows for uniform expansion of side the vessel compresses in an uneven manner creating the penis without any of the problems associated with air
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TIM BROWN make the best and most
Penis pumps have been around for more than 100 years, and the basic principle is still the same today: By creating a partial vacuum, blood flow into the penis is increased. Ever since introducing the market to their first product, “Hercules”, back in 2006, Bathmate have taken this simple, yet brilliant idea to the next level by using water instead of air. Which advantages does this change of medium present? Which other products have been added to the brand since “Hercules?” Tim Brown, Brand Manager at Bathmate, tells us in this interview.
...... Most men buy the Bathmate pumps as they want to improve the size of their penis, but there are a lot of health benefits too, in using a pump.“ “......
pumps. This is why when using water Tim Brown: The range of pumps we The next pump we introduced was as the vacuum medium it is far more manufacture starts with the Hercu- the Goliath in 2008; the Goliath has comfortable and effective than air. les; the Hercules was introduced to the same power as the Hercules but the market in 2006. The Hercules is 30% bigger making it the world’s How many versions of pumps do produces 0.40 bar of pressure and largest water based penis pump. you offer and where is the diffe- is made to the highest possible stan- The next generation of pumps was rence between them? dards with all skin safe materials. the X range, the first of the X range
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INTERVIEW
Tim Brown demonstrates the Bathmate
was the Hydromax X30 introduced to the market in Octo- hose to the pump, this allows the user to compress the ber 2012. The X30 is roughly the same size as the Hercules handball evacuating water from the compression cham- but has several big improvements over the original model, ber, this means the user no longer has to compress the the first and most significant is the X30 is 35% more power- vessel against his groin. This effectively makes the pump ful, the new bellows gaiter produces 0. 55 bar pressure. more comfortable and allows the user to use the Xtreme This is also a significant figure as it’s the safe legal limit for to its full force. As a man I’m a test subject for all our a body under pressure prescribed by the FDA. The second pumps and I have to say this is simply the best product improvement was in the new smart latch valve allowing available on the market bar none. The Xtreme is available one handed filling in the shower. There is also a new com- in both X30 and X40 sizes. The Xtreme is sold with a range fort pad made out of a unique skin safe elastomer. All in of accessories and comes in a premium case all a dramatic step forward in pump technology. The X30 was quickly followed by its big brother the X40 which has What are the benefits of using a penis pump in general? the same great features as the X30 but is 15% bigger. Is there an average user for your pumps, a target The Bathmate range doesn’t end there, as a Company audience you had in mind when designing them? we are always striving to make the best and most user Tim Brown: Most men buy the Bathmate pumps as they friendly products we can. This led to the design, deve- want to improve the size of their penis, but there are a lot lopment and launch of bathmates premium range of of health benefits too, in using a pump. There has been a pumps called the Hydromax Xtreme. The Xtreme brand lot of research done regarding the beneficial effects of has the addition of handball pump and hose. The Her- exercise and how that can slow down the ageing process, cules Goliath and Hydromax models all require the user exercise all so makes you feel better due to the release to compress the pump against the groin to create pres- of the body's feel good chemicals called endorphins. sure in the vessel. The Xtreme is different and has some The better the blood flow to any organ the healthy that significant advantages. We have added a handball and organ will be, good blood flow really does equal good
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INTERVIEW
health. The blood contains all the micro nutrients to What does your distribution network look like? Where keep the body in a healthy position. How do you exer- can interested retailers in Europe turn to if they want to cise the penis? The answer is by getting an erection. add your product to their shop? Fresh oxygenated blood is drawn into the penis, provi- Tim Brown: We have a distribution, not direct sale model, ding the penis with everything it needs to stay healthy. with this being the case our product is available globally The Bathmate range of pumps draw blood into the pe- though every major distributor, we try to make our pro- nis, in a comfortable and drug free way, meaning that duct very accessible, If a customer can’t find a distribu- the penis stays healthy. A side effect of using the pump tor in their country then please contact me tim@um- is that the penis gets bigger, that’s a side effect most products.com and I be happy to recommend one. men bought the pump for in the first place, very much a win win situation. Do you also provide POS materials for stationary shops or banners for web pages? How would should the Bath- You offer Bathmate in different versions and colours. Which mate products be presented to create high turnover? versions are the most popular among your customers? Tim Brown: We supply a range of POS material, images Tim Brown: The blue and clear Hercules and Hydromax banners and videos, the vast majority are free when you X30s are the best sellers buy Bathmate products, all our POS material is available through Bathmate distributors worldwide, or if a customer When a customer is not really sure whether he should would prefer they could contact me directly on tim@um- buy a Bathmate pump or a product from a competitor, products.com and I can supply the in store POS direct. which qualities should convince him to go for the The best way to make Bathmate stand out and sell well Bathmate product? in Bricks and Motor is to use our POS systems. They are Tim Brown: Competitors? Really we don’t have any, as eye catching and feature a touch sample unit and previously explained air pumps are very inconsistent, if video screen with our latest videos. The final element to you want a safe comfortable easy to use pump the generating good Bathmate sales is understanding the Bathmate pumps are really the only choice. product, this is something we can help with as I travel regularly all over the world training people about the Apart from pumps, you also provide other equipment. range of pumps and there features and benefits. What kinds of accessories and other products does Bathmate have to offer? Are you offering Bathmate in every country in Europe Tim Brown: At Bathmate we offer a large range of or are there still regions to be conquered? accessories to compliment the pumps; the 2 best sellers Tim Brown: Bathmate is available in every European are the Shower Straps and Power Rings. The Shower Strap country and most countries worldwide makes the pump very easy to use in the shower taking the weight of the pump away from the penis and trans- Is there a certain region in Europe ferring it to the upper torso and the Power Rings are where men show an especially hight made from a very durable and supple new material interest in your penis pumps when you called Elastomex, providing stronger erections and compare them with one another? Why increased sexual sensation. would you say is (or isn't) that the case? Tim Brown: Most men, if there honest would Are you trying to market your pumps mainly through like an above average size penis, it’s like erotic retail shops, online, or also via pharmacies? having the perfect physique. That being the Tim Brown: Our main routes to market are through Bricks case our products sell well all across the and Mortar adult stores and through on line retailers, world, we do see some slight the product is manufactured as a novelty toy so we regional variations, but not- don’t generally sell through pharmacies hing of note really.
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INTERVIEW
The Bathmate team is constantly working to further optimise their products
Your products have strong names like Hercules or Goli- ched on the first of July. Douches have been around ath. How important is it to create brand recognition for for a long time, but like a lot of products there hasn’t Bathmate? What's the image you strive for? been any significant steps forward in design or materials. Tim Brown: Brand recognition is very important to us; we We researched the market extensively and listened like to be thought of as a quality manufacturer of a very carefully to our target audience, we believe we now high quality product. The names we choose tend to be manufacture the best douche available. Some of the very strong masculine names. We are after all dealing key features and benefits of the new douche are: with an improvement in size to the very thing that makes • Every component is made from medical grade a man feel like a man. When it comes to water based material – Ensuring safe hygienic use penis pumps we are the leader in our market and we • Gravity fed system – Puts the user in total control will do everything in our power to stay at number 1. no nasty spikes in pressure or temperature • Completely controllable – You control the temperature Are there plans to implement changes in your distribu- of the water that fills the collection vessel; you also tion network over the course of the year, or maybe control the flow rate with the hand controller even an expansion into new countries and regions? • Adaptive Shower connector - Fits any shower Tim Brown: The distribution model we use will stay in • Lifetime guarantee on all parts – If for any reason any place for the foreseeable future; the distributors do a part of the douche fails we will replace the part free great job and give us reach into markets we would not of charge have access to. We are focusing next year’s business • Easy to use – designed to be intuitive, making the use on developing countries that we feel we can have a very easy stronger presence in and plans are currently under way • It’s a smart douche it has a PHD to ensure next year’s goals are met (Personal Hygiene Device) in cleaning • 9” Nozzle - Ensuring thorough cleanliness Besides new products and strategies, what else can • Multi direction flow Nozzle- Makes sure you get a we expect from Bathmate in the future? 360 degree clean Tim Brown: I've added a new section Bathmate's latest • Hygienic Wand Holder – Keeping the nozzle away product “The Hydrodouche”. Bathmate have several from contaminates new products almost ready to launch the latest addition • The douche is available through every major to the family is the Bathmate Hydro douche which laun- distributor worldwide.
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INTERVIEW
“The further expansion of our brands into Europe is a natural progression for our company.”
Lynn Swanson and Nicole McCree about Classic Erotica
With close to thirty years of industry experience under their belt, Classic Erotica can definitely counted as one of the most well-established companies the American erotic industry has to offer. Classic Erotica is particularly well known for their pheromone-infused products that are to make the user irresistible to the other sex. Now, the company is striving to continue their success in Europe. To learn more about the product range of the
California-based company and about their plans for the Lynn Swanson, Sales Manager, next years, EAN interviewed Lynn Swanson, Sales Manager, and Nicole McCree, Product Educator, at eroFame and Nicole McCree, Product Educator at Classic Erotica.
exclusive
lassic Erotica manufactures romance products, for his products, he began Classic Erotica. A company C designed for woman and couples. Can you give specifically dedicated to the development, production us a quick overlook over your company? Since when and distribution of their own exclusive brands. Today, have you been in the market for erotic products? Classic Erotica is the leading manufacturer of pheromone Lynn Swanson: In 1985, our founder started a company infused sensual body care and enhancement products selling adult products to women in an in-home in the US. environment. He soon realised that there was a void in the market for sensual (intimate) body care and sexual Does Classic Erotica have a philosophy behind its business enhancement products designed specifically for women. and its products? It was then that he began formulating and producing his Nicole McCree: Classic Erotica products cater to the own product line. Some of these early formulations lead sensual connoisseur, who demands excellence & sophis- to many of the company’s best-selling products, such as tication in their sensual body care & sexual indulgence. Coochy Shave Crème, Dirty Dice and Body Dew. He later began an adult wholesale distribution company offering When you look back at the first years of Classic Erotica his product line as well as most every other major adult and compare it to today, what would you say has manufacturer. As a result of the overwhelming demand changed the most?
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NICOLE MCCREE LYNN SWANSON
Lynn Swanson: The adult industry as (CPNP), as well as full EU product geared towards those interested a whole has been evolving towards labeling compliancy. in business expansion and a more ingredient conscious exclusive branding of product. audience with growing expectations How are you planning to make your of high technology and increased brand known in Europe? Let's talk about your products for sexual awareness in general. a bit. Which ranges do you have Customers are savvier in their ...... in your portfolio and what makes sexual product expectations and As a company we tend them special? Classic Erotica is mindful of this to release new Nicole McCree: Our products ranges in all product research and products on quality rather from sexy body care for women and development of its products. “than quantity. Products men to sexual enhancement for are released to the market women, men & couples. Our pro- Classic Erotica is gearing up to only after extensive ducts are formulated to address the continue its success on the European development and testing.” concerns for sexual wellness whether market as well. Why did you choose - Nicole McCree used alone or with a partner. We are this time to expand overseas? ...... the largest US manufacturer of both Lynn Swanson: The further expan- sexy body care & sexual enhance- sion of our brands into Europe is a Lynn Swanson: Firstly, we plan an ment infused with pheromones to en- natural progression for our com- advertising campaign to further hance sex appeal & sexual arousal. pany. This is planned growth that has acquaint the European market with been in the works for some time and our name and our brands. Input from What makes these products so diffe- the team has worked diligently to our new European distribution network rent from those of your competitors? bring the goal into fruition. We are to advise their needs for product pro- Nicole McCree: Classic Erotica has excited to take this next step in the motion will be taken into advisement. an array of well established brand development of our business and We also offer extensive product trai- names as well as a superior provide our array of products to an ning programs for distributors as well reputation for quality in its established International audience. as retail-friendly marketing materials marketplace. We formulate with to both educate the retailer on our exclusive, top quality components, You received a couple of certificates, products and promote interest & sel- fragrances and flavors to ensure which allow you to sell your products ling features to the retail consumer. customer health and satisfaction. We in Europe. Which certificates are we use only the finest premium-grade talking about exactly? Did you have What does your customer base non-animal European pheromones to change anything in your products look like; which customers are and always use a paraben-free to obtain them? you targeting? preservative system for a broader Nicole McCree: Our products have Lynn Swanson: Typically in our appeal. All our products are made been going thru an extensive testing domestic market we sell our in the USA and we as a company do process to earn certification for sale products thru a network of not test our products on animals. in the EU. Happily our formulations are Distributors which in turn target the passing the EU stringent requirements. retail clients. Classic Erotica Most of your products are infused We are proudly receiving the products are geared to cater to a with pheromones, which are – ac- Cosmetic Product Safety Report with male, female & couples market cording to Wikipedia - “a chemical Safety Assessments, which is which is comprised of various retail factor that triggers a social response recognised in all 28 EU countries. We outlets, including adult home party in members of the same species“. will also have a presence on the EU retail programs. We also offer an Would that be a correct summary of Cosmetic Products Notification Portal extensive private label program, your use of pheromones?
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INTERVIEW
enhances the body’s natural pheromones to increase sexual attraction or arousal.
Who can interested retailers turn to if they want to sell your products in Europe? Lynn Swanson: We are currently in the process of establishing our European Distribution Network. We will include information in our media advertising to guide the retailer to an avenue of purchasing. We will also expand our website “store locator” section to include our Nicole McCree: We would agree world-wide distribution affiliates. Our with Wikipedia. Pheromones are website also allows customers or the utilised in the production of our public to contact us with any inquiries, products to enhance sexual awareness, product questions or buying referrals to sexual attraction and sexual arousal. assist in helping new customers find our Why not enhance what nature gave us as a means products. Our US corporate office is also available to to sexual consciousness and satisfaction? support all Classic Erotica inquiries by email via [email protected]. Without getting too technical: How do pheromones work? Nicole McCree: Pheromones work to stimulate the sense Are you offering any POS materials or other help for of smell, a highly sensitive and intellectual format to pro- retailers who will pick up your products? vide awareness and perception. They trigger a message Lynn Swanson: Classic Erotica offers a variety of POS to the brain which in turn generates a response of either materials for retail sales, varying from store signage to non-interest or sensual awareness of the other person. shelf talkers & POP displays. Each is designed to help the consumer assimilate with the products being There are critics who claim that the usefulness of phero- featured. We also have product information videos mones for humans is not given. What available for viewing or download on would you respond to such criticism? ...... our YouTube channel as well as our Nicole McCree: Whether we realise Classic Erotica company website. the presence of pheromones in our products cater to the lives or not, we have all had similar sensual connoisseur.” Is Classic Erotica planning on experiences which relate to the “- Nicole McCree releasing any new products in 2015 usefulness of their actions. We have all ...... and can you give us a sneak preview encountered the response in people of what to expect? as to how we feel about them by their scent. Some Nicole McCree: Classic Erotica always has new products produce no response at all while others make us feel in the research & development process. As a company extremely drawn to that person. Studies have shown that we tend to release new products on quality rather than when one partner is not present, the other partner will quantity. Products are released to the market only after sleep with or smell something from their partner to extensive development and testing. As most of our comfort them or even make them feel sexually excited. products are considered consumables meaning they What is responsible for this reaction is the natural are used and repurchased, we take all steps to assure pheromone output of the other partner leaving their consumer quality and satisfaction and hopefully the scent behind. The use of pheromone infused products loyalty of the consumer.
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MONTHLY MAYHEM
Robert Karlsson Questions & Answers
He is the inventor of the H2O Vibe, he has every right to be proud of realising this idea, and he has already announced his plans to create more products. Of course, we are talking about Robert Karlsson, and in this edition of “Monthly Mayhem“, we learn lots of interesting things about the likeable inventor from Sweden.
How did you get into the love toy industry? Robert Karlsson: H2O Vibe was a pure coincidence. I saw my girlfriend playing with the water jet from the shower, and I thought: Why not combine this with a nor- mal vibe? I have always wanted to invent something, and now I have!
If you weren’t in this industry, what would you be doing now? Robert Karlsson: I would be busy running my second company within the LPG business, I am also working on exclusive an invention in this industry … re you afraid that the H20 Vibe will increase the Aper capita water usage in Europe significantly? What was the biggest step in your career? Robert Karlsson: Hehe, the thought has surely crossed Robert Karlsson: I think H2O Vibe is the biggest step in my mind! my career; there are not many people who manage to transform an idea to reality, so I am very proud of What was your childhood ambition? myself for that. The contacts that I´ve established and Robert Karlsson: I wanted to be a professional in everything I have learned from the H2O Vibe project customising cars. will be very useful for me when inventing and developing
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MONTHLY MAYHEM
...... I think H2O Vibe is the biggest step in my career.” “......
new products. As far as I'm concer- the summer, and of course, I also What song do you sing in the ned, this is only the beginning … enjoy a nice beer once in a while. shower? Robert Karlsson: That changes a lot, Where do you see yourself in 10 ye- Who would you consider your role but right now, I have a song called ars’ time? model and why? 'Cheerleader' stuck in my mind. Robert Karlsson: In ten years, I live Robert Karlsson: Hard question. It is in a house with a big garage and hard to find one role model, I'd Who would you never ever like to family. In the garage, I´ll have my rather have several and pick the see naked? time alone where I can best parts from everyone and try to Robert Karlsson: HAHA, I don’t know, customise/restore cars. And my in- use these parts to become a better probably someone very old. ventions will keep me busy during person and businessman. day time … With whom would you like to go to Imagine you have been asked to the cinema and what film would How do you envision the future of award a medal to someone. Who’s you watch? the love toy industry? the lucky winner? Robert Karlsson: I want to see the Robert Karlsson: It will grow and Robert Karlsson: My girlfriend deser- new 'Dumb and Dumber' movie, grow and grow, and in the end, it ves a medal, she's just great and I will ask my girlfriend to go tonight! will get completely crazy, with robot always supports me in what I do. girls/guys and who knows what else! You have a month’s holiday. Which personal success are you Where would you go? What is your idea of a perfect proud of? Robert Karlsson: To the USA! working day? Robert Karlsson: Being able to Which three things would you take Robert Karlsson: The perfect working make an idea a reality with you to a deserted island? day for me is when I have a great multitasking day; I love to have What do you particularly like about Robert Karlsson: Swedish SNUS, a many projects going on at the yourself? helicopter, and fuel. same time and still being in control. Robert Karlsson: That I never give I just love the feeling of a successful up. If you could swap lives with some- multitasking day. body for a day, who would it be? Which vice could you never forgive? Robert Karlsson: Dan Bilzerian for sure! How do you relax after work? Robert Karlsson: “Many people go Robert Karlsson: I love watching around their whole life waiting for Is there anything you would never documentaries in the evening and the big great deal or lottery win, but do again? spend time with friends and family, I you should focus on making the Robert Karlsson: Own a boat with do a lot of fishing and play golf in small safe deals instead.” an old, unreliable engine …
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Yes, I/we order Company EAN Annual Subscription Contact / 12 issues p.a. incl. combined issues Phone; Fax Graphics Matthias Müller (-26) [email protected] Subscription Price Street Address / PO Box 180,- EUR (plus VAT and mailing expenses)) City / Postal Code Note: The subscription is valid for the duration of a year and will be renewed by one additional year if the publishing house does not receive a written cancellation Date / Signature at least six weeks before the end of the year. Subscription/ mailing expenses for one year are to be Sales paid up front. Direct Debit Huda Najeb (-14) Warranty: I/we can revoke the subscription within 7 days [email protected] by sending a written cancellation to MEDIATAINMENT Bank publishing (letter: date of postmark). I confirm this with my signature. Bank Code / Account Number Cut out the coupon and mail it to: MEDIATAINMENT PUBLISHING VERLAGS GmbH Account Holder Große Kampstraße 3 • 31319 Sehnde • Germany Or fax it to: 05138-60 220-29 Administration Date / Signature Sharon Lakomy (-22) [email protected] 00 SUBSCRIPTION ad@@mptoday.de 00 RETURN COUPON
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