Nice Carolina Hurricanes Surround Shirt
On Valentine’s Day of this year, the brand collaborated with Stella McCartney on a campaign that paired Maude’s vibrators with McCartney’s Falabella and Ryder bags. While Goicochea has tried to dispel the squeamishness around intimacy products through high-end partnerships, Maude’s price point has remained relatively accessible. The same goes for Sensual Sport, which sells all of its products for under $100, despite being designed for customers who wouldn’t hesitate to buy a $300 T-shirt. The aim of these brands is not to make sexual wellness a luxury good, but to appeal to an aspirational audience by suggesting that their products, like fine art and designer fashion, are covetable; objects they should be proud of owning rather than hiding away in a drawer. As Goicochea says, “I wanted Maude to be warm, approachable and elevated — removing stigma while maintaining a sense of sophistication [because] this balance allows us to reach a broader audience.”Nice Carolina Hurricanes Surround Shirt
The sexual wellness product market was valued at $32.9 billion in 2023 and is projected to reach $65.1 billion by the end of 2034, according to Transparency Market Research. Yet, for many brands, promoting their products feels like an increasingly complex problem. If careful word choice and packaging got them on the shelf before, these brands should now find new ways of making themselves seen. Nowhere is the shift towards conservatism more keenly felt than in the difficulty sexual wellness brands face advertising on Big Tech platforms. This February, the Center for Intimacy Justice published a study that revealed Google rejected 66 per cent of ads by brands and creators focusing on women’s reproductive and sexual health; TikTok rejected 48 per cent; and Meta 84 per cent. Content that mentions “vagina” or “menopause” across Meta platforms is more likely to be flagged as sexually explicit and removed, despite its advertising guidelines specifically mentioning men’s health issues like “erectile dysfunction” as an approved category. “We’ve been advised to not talk about certain women’s health topics — including menopause symptoms and sexual health — on organic social media as they carry the risk of restriction of our account. This censorship has major implications beyond just our messaging,” says Dr Sarah Welsh, co-founder of Hanx. “Venture capital firms can feel uneasy about backing women’s health brands, as they know we struggle with reaching target audiences via digital advertising. It also makes it incredibly difficult to secure and keep competitive shelf space in high street retailers, when our social media posts announcing that we’re in stock don’t reach customers.”
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