Is it a Sex Toy or a Sexual Health Device? Rethinking the Branding
Over the past sixty years, sex toys have been manufactured in factory, marketed, and sold primarily within the adult novelty industry. "Massagers" have been available through various channels, including mail-order catalogs, department stores, and pharmacies.
Traditionally, these products were promoted for overall health benefits, rarely explicitly addressing sexual health or pleasure. Sex toys, distinct in their marketing for the sole purpose of pleasure or sexual connection, have lingered on the outskirts of mainstream retail, often considered taboo or non-mainstream.
A shift began, possibly with the establishment of feminist sex stores in the 1970s, such as Eve's Garden in New York and Good Vibrations in San Francisco, which linked sexual pleasure with political emancipation. However, a more substantial and less politically charged transformation is underway as sex toys undergo re-branding as sexual health devices.
This rebranding initiative is led by multinational corporations recognizing the substantial profit potential and relatively straightforward marketability of sex toys. These corporations aim to make these products not only appealing to a broad consumer base but also acceptable to potentially conservative shareholders who could pose challenges. Durex, a major player, entered the sex toy market in 2003, initially with lubricants and subsequently expanding to vibrators in 2004. Trojan followed suit with a smaller product line, and in 2008, Phillips introduced vibrators as part of a new "Relationship Care" product category, alongside the always profitable Dental Care and Hair Care categories.
The trend of associating sexual health with marketing extends beyond manufacturers. In 2010, a New York gynecologist initiated a publicity campaign, proclaiming to be the first doctor to directly sell vibrators to patients.
Sex Toy or Sexual Health Device
In contemplating the re-branding of sex toys as sexual health devices, it prompts us to consider its implications. Are these terms interchangeable, and is the involvement of big business and the medical profession in the sex toy industry a positive development?
Let's explore the advantages and disadvantages:
Pros
Irrespective of the label, sex toys offer an enjoyable experience. They serve as a valuable tool for self-discovery, providing unique sensations beyond our individual capabilities. Making sex toys more accessible and reducing stigma around their use can be seen as a positive step.
The diverse range of sex toys caters to various preferences. Tailored options for women, such as magic wands, rabbits, and panty vibrators, coexist with devices designed exclusively for men, like male masturbating toys, fleshlights, and prostate massagers. Couples, whether together or in long-distance relationships, can also incorporate these toys during foreplay or intercourse. In our isolated and stressful world, adult toys serve as valuable tools for pleasure and connection.
Recognizing sexual pleasure as integral to sexual health is crucial. When discussions with healthcare professionals extend beyond disease and reproduction, acknowledging the role of pleasure contributes to a holistic understanding of sexual health and overall well-being.
Increased competition in the sex toy industry, fueled by small and mid-size manufacturers entering from outside the industry, has led to improvements. Consumers now benefit from better quality toys and less misleading packaging, showcasing the positive effects of industry expansion.
Cons
When the medical system discusses sexual pleasure, it tends to operate within a medical framework. Rather than broadening the scope of sexual health to encompass pleasure, there is a risk of narrowing the definition of acceptable or healthy sexual pleasure.
Within this framework, certain forms of pleasure may be marginalized or pathologized, while others are upheld as the "correct" way to experience sexual pleasure.
Similarly, as big businesses enter the "sexual pleasure market," they bring their own methods of assigning meaning and utilize substantial marketing budgets to influence an undereducated and somewhat apprehensive public. Much like the impact of Viagra marketing on discussions about sexuality, the marketing strategies employed by multinational corporations for vibrators may also shape societal perceptions.
The power of sex toys lies in their radical nature—doing something for oneself, on one's own terms, and in one's own time. If adult toys become mere accessories to a healthy and "successful" life, integrated into obligatory activities, there is a risk of losing the radical and potentially transformative essence of sex toys.
Of course, there isn't a definitive right or wrong answer in this context. The discourse around sex continually evolves, influenced by various factors such as pornography, masturbation, or Viagra. As major companies embrace this market, our perception of sex toys is bound to change.
It's essential to recognize that change is neither inherently good nor bad; it's simply inevitable. What holds greater significance is our readiness for the impending marketing influence and our ability to access the necessary information, enabling thoughtful choices that align with our preferred forms of sexual pleasure and health.