Sex… a bright spot on the marketing horizon? HOORAY

May 22, 2009

Response written by Vanessa Horwell, ThinkInk PR

Yesterday’s AdAge talks about recession sex even better than makeup sex.

Of course recession sex is better right now – it is the ultimate low-cost entertainment! This is cheap thrills at its finest. Throw in some low-cost additaments, like KY, and you have a cheap – and potentially hot – night in. For marketers, this is the 2009 version of cocooning – remember that ’90s trend where everyone supposedly refound their values and retreated to a homely life – until the lure of cheap credit and bigger homes lured them back out again?

Yes, this is a great time to be marketing at-home entertainment and personal, ahem, entertainment products – for 1, 2 or more players. Now then, who moved my KY…


Is Recession Sex Even Better Than Makeup Sex?

Or Could Analytics, Marketing Be Behind Rising Sales of Personal Lubricant, ‘Sexual-Enhancement Devices’?

By Jack Neff
Published: May 20, 2009

BATAVIA, Ohio ( — The recession hasn’t taken any edge off the sexual-accessories trade and may well have helped: Data show that such things as his-and-hers lubricants and mass-market sexual-enhancement devices are producing fireworks in supermarket and drug-store aisles.

K-Y Intense is the first major mass-market female-arousal gel.
First-quarter sales of personal lubricants soared 32% to $41.2 million, according to Information Resources Inc., led almost entirely by continued strength from last year’s launch of Johnson & Johnson’s K-Y Yours & Mine his-and-hers lubricants. That was even before ads from Mother, New York, launched last month behind K-Y Intense, the first major mass-market female-arousal gel, which has gotten major end-aisle displays in such surprising places as Walmart stores this spring.

Read the rest of the story:

Ad Age

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