AMSTERDAM, THE NETHERLANDS — Dutch electronics giant Royal Philips Electronics has begun manufacturing another kind of home entertainment product: “relationship care” gadgets, better known as sex toys.The Intimate Massager line initially will be marketed in Britain. The products already are on the shelves at Boots pharmacies and at Amazon.co.uk. Philips plans to roll the products out across Europe next year.
The first product, the Dual Intimate Massager, comprises a case containing a set of his and hers, palm-sized vibrators for external use. It sells for about $140. Next up is a product called the Warm Intimate Massager (about $160), which, given five minutes’ notice, will warm itself up before play. Both are sleek and curvy, water-resistant, have multiple vibration and intensity modes and are available in purple.
According to a Philips press release, the massagers “target a new and previously unaddressed market of consumers in the 35-55 year age group who are open to using intimate accessories.”
“Today’s product launch is exciting as Philips enters this new market with a unique offering for consumers’ personal well-being,” Sheila Struyck, head of market-driven innovation and category leader for relationship care within Philips’ Consumer Lifestyle sector, said in a prepared statement. “This is an attractive market opportunity that Philips is in a unique position to pursue. We have the expertise in health and well-being, a strong track record in product design, a deep knowledge of consumer marketing, as well as a brand shown to lend credibility and appeal to this product category by addressing our target market in an accessible way.”
The category was launched following extensive market research, Struyck said. In the UK, research indicated 35-percent of adults would consider using an intimate accessory with their partner if it were designed for couples rather than being meant for individual use. Furthermore, studies showed the same adults would be more likely to try such products if they could buy them through more accessible and — what consumers perceive to be — less embarrassing retail channels.
“People come to Boots because they trust us to provide excellent healthcare products and advice,” said Simon McCandlish, commercial director for Healthcare at Boots. “We believe that a healthier love life can improve overall health and well-being, and our customers have told us that they would like to buy these products from us. Both Boots and Philips are brands that stand for quality, reliability and trust. Our joint objectives are to provide High Street access to a range of products designed to enhance the love lives of UK consumers.”
Primarily known for lighting, flat screens, ultrasound machines and electric shavers, Philips said it couldn’t resist the lure of the European sex toy market, which is estimated to rake in 280 million euros (about $390 million) annually. The market is expected to grow at a rate of between five and 15-percent over the coming year.
