Whether in-store, in the media or in bed, the sexual health industry has left the majority of women…unsatisfied. We’ve all heard the biased dirty jokes, seen the provocative, male-targeted advertising, and been shamed if our talk of female sexual needs isn’t directly related to “family planning.” Even in retail and advertising, brands creating products for women’s sexual wellness are fighting barrier after barrier to get their products seen and their messages heard. This industry is prime for a sexual revolution and fierce, innovative startups are leading the charge.
Women aren’t satisfied, and it’s about time they stopped having to fake it.
Sexual inequality extends far past sexist jokes and walks of “shame”, into consequential realms like sexual and reproductive health and education, even affecting innovation, research and awareness in women’s personal care products. It seems that anything related to female sexuality that isn’t framed for male pleasure, is uncouth and taboo. Feminism and media coverage on these topics can be finicky. The push for gender equality is loud and clear when it comes to more admissible subjects like equal pay and breaking career glass ceilings. Just one scroll through your social feeds and news apps will find numerous empowering posts featuring Megan Rapinoe and the USWNT, or coverage of our trailblazing female politicians.
However, one step into the more sexual aspects of gender equality and things get a whole lot quieter. Women who talk about sex openly are considered vulgar, stories that delve into controversial topics don’t get air time, and products that break the biased boundries of sexual wellness are buried by regulations and double-standards.
Risky Business
It’s hard enough to broach a conversation about female sexual needs, let alone launch a business in the taboo and biased field. A prime example of the industry’s inescapable double standards is women’s sexual health company, Dame Products, which has experienced sexist hurdles first hand. Most notably, they have made headlines for their recent lawsuit against the New York Metropolitan Transit Authority. In their case, Dame accuses the MTA of being sexist for not running a $150,000 ad campaign that featured their sex toys, though male targeted sexually suggestive ads are promoted through the MTA regularly.
In addition to plain old sexism, outdated regulations and misconceptions largely stunt growth in the women’s sexual health market. In January 2019, sex tech startup, Lora DiCarlo, won a Consumer Electronics Show (CES) award for their ground-breaking female personal massager product, Osé. However, it was quickly revoked claiming the product did not comply with the Consumer Technology Association’s “Official Rules” which state products deemed “immoral, obscene, indecent, profane or not in keeping with CTA’s image will be disqualified.” Meanwhile, sex robots were allowed on the floor and just steps away, men were watching newly released AR porn from Naughty America. Lora Dicarlo and supporters quickly jumped to defend their product, citing that CES was gender-bias and sexist in their regulations and recognition. After a rush of controversy, CES returned the award and admitted that they didn’t handle the situation well. Furthermore, the Consumer Technology Association has announced that CES will now be welcoming sex tech products at the show starting in 2020.
Muted by Media
Though society has never been more gender-inclusive than it is today, the platforms that are helping to elevate messages of acceptance are simultaneously burying the voices of controversial companies. Social media, the lifeblood of Millennials and Generation Z-ers (the youngest and most open-minded generations), is a surprising culprit in the sexual health industry struggles. Facebook and Instagram regulations have muted many sexual health companies efforts to advertise, particularly those targeted to women. Whether these brands are based on female sexual wellness or pleasure (though some argue those are one and the same), seems irrelevant. Fur, a hair oil company selling products intended to soothe skin and prevent ingrown hairs… anywhere, is consistently flagged for sexual content, as is Real Self, a healthcare marketplace primarily focused on plastic surgery.
Facebook policies state, “Ads must not promote the sale or use of adult products or services, except for ads for family planning and contraception.” Using this conservative and vague policy as a guide, Facebook has rejected many female sexual health ads, while permitting male product ads of comparable content. Tom Seery, CEO of Real Self, estimated that Facebook and Google reject about 25% of their digital ad buys. Unbound Babes, a sex toy and accessories retailer, has been blacklisted on Facebook and Instagram, receiving denial after denial. The social media giants even rejected a digital ad request by Unbound Babes featuring puppies.
Alternative Influence
Attempting to build brand awareness through the numerous restrictions and double standards in media platforms can take down a business. The old adage “out of sight, out of mind” is sadly a marketing reality. Luckily, there is an extremely effective way to get around these ubiquitous regulations: influencer marketing. With 49% of consumers claiming they depend on influencers to inform their purchasing decisions, utilizing this form of marketing for any brand is a no brainer. But for companies in the women’s sexual health industry, it’s a necessity.
Running an influencer campaign to promote a product can lead to immense exposure at an extremely affordable rate. Instead of constant ad rejections and begging Facebook to take your money, redirect that spend to influencers. On average, for every $1 spent on an influencer, a business earns $6.50. No matter how you cut it, if done correctly, influencer marketing is money well spent. Additionally, with 78% of adult women in the US on social media, and 60% of them saying they interact with influencers at least once daily, these potential social ambassadors can deliver an open, engaged audience, ready to discover your brand.
At LMS, we’ve worked with brands across every industry to incorporate the benefits of social media influencer marketing, including brands in women’s sexual wellness. Our work with non-toxic sexual hygiene company, Sustain Natural, is an example of how working with the right influencers can bring far-reaching awareness to your brand. LMS managed a condensed, paid super influencer program (over 150k follower minimum per influencer) for Sustain, resulting in social media activations with insane engagement (like 35% insane) and an ROI of up to 70 transactions for a single post. For scale, the average “good” engagement rate for social media marketing as a whole is around 2%. TWO. We got 35%. So…
LMS coordinated activation with @shanboody for @Sustain
Not everyone will be open to posting about personal, intimate or controversial topics, so it’s important to find the right influencers and the right audiences to target. “I’d recommend reaching out to influencers who are already talking about traditionally taboo subjects, sex education, feminism, social issues and body positivity,” suggests LMS Account Manager and lead on the Sustain influencer program, Kelsey Fox. “Female medical professionals can also be very receptive to these types of opportunities and offer a credible, supportive voice backed by years of education and experience in female reproductive health.”
Brands may find that influencers express hesitation around how to share the content in a way with which they and their followers will be comfortable. To side step this hurdle, provide example content and establish open conversations with the influencers so they feel comfortable asking questions or brainstorming. In our work for the book release of Get on Top: Of Your Pleasure, Sexuality & Wellness: A Vagina Revolution, by Sustain founder, Meika Hollendar, we acknowledged the potential awkwardness sharing on this topic could cause and then armed the influencers with the ability to boldly tackle any discomfort and own their unique opinions on the subject. Taking time to get to know the influencers on a more personal level, and catering your outreach and content suggestions to their interests will result in highly engaged, authentic, results-producing activations.
Most importantly, educate those you’re entrusting to share about your brand. Clearly outline the purpose of your product, the benefits, unique qualities and information about your industry. Include info on gender bias and how it affects the sexual wellness market for women. Everyone loves a product with a purpose and the ability to use their voice to support a cause about which they are passionate. Feed them that passion! Give them the tools to be an ambassador not only for your business but for equality and sexual wellness as a whole.
Not quite ready to get into bed with influencers (so to speak)? No problem. Let LMS do the dirty work. Contact us today at imgame@wearelms.com or visit us here to see some of our satisfied partners. We mean happy clients…get your mind out of the gutter!