The presence of in-store sexual health and intimacy brands is growing this year.
has had a similar approach to Sephora’s — though the retailer has offered intimate wellness on shelves for a while now — focusing on topicals in-store and having a more expansive offering online to include devices.
As beauty retailers double down on launching the category, mass retailers, like Target, are focused on innovating an existing aisle. Jems and Dame are key brands in that reinvention. “It’s not coming from a place of fear, but it’s coming from, ‘This is part of your everyday needs and you need to be armed with it.’ We want to make the product feel different, look different and be accessible in a different way,” she said. An in-store presence, like the brand now has with Target, is key.
But while consumers can expect a greater, more modern in-store sexual and intimate wellness offering across retailers, certain aspects have proven to be difficult, specifically what is merchandised and how — think absence of devices in beauty retailers or the taboo previously associated with the condom/sexual health aisle.
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