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These condoms, which boast the tag line 'A woman's perspective by Trojan,' are marketed and distributed in an entirely new way from conventional Trojan condoms: they are stocked and sold only in the women's hygiene products section of drugstores and supermarkets. Daniels said, though they?ve become popular at Amazon and other online retailers.Recently, the venerable manufacturer of Trojan male condoms has come out with a new line under the Elexa brand. Vibrating condom rings are banned from stores in eight states, including Texas, Mr. Still, Middle America isn?t quite ready to let it all hang out. They broke earlier this month during prime time on UPN, on female-oriented cable networks and in women?s magazines. ?We found women want to shop for sexual-health products, but in their section of the store.?Įlexa?s ads from Publicis Groupe?s Kaplan Thaler Group, New York, take a tamer approach than sometimes bawdy Trojan ads. is also getting in on the fun in a burgeoning business that Jim Daniels, VP-sexual health marketing, calls ?intimacy care.? Having rekindled Trojan in recent years with Warm Sensations lubricants and Twisted Pleasure condoms, C&D in August launched Elexa, a Trojan-endorsed brand for women that includes intimacy gel and vibrating condom rings.Įlexa has succeeded in escaping lightly trafficked condom displays in favor of feminine-care aisles, Mr.

?And we try to line up all our promotional efforts around them.?Ĭhurch & Dwight Co. J&J has found warming lubricants sell well not only for Valentine?s Day but also around Memorial Day and Fourth of July. It turns out getting frisky with value-added lubricants is fast becoming as American as apple pie. We had to go into the subculture and understand the patterns and behaviors that are out there, which are more common than you?d think.? It?s not an easy thing to do the consumer research. ?Part of our biggest challenge is just having the courage to talk about this in our company. K-Y has gone from a corporate exile to ?a plum assignment? at J&J, Mr.

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TV ads from Interpublic Group of Cos.? McCann Erickson, New York, show a smirking woman rousing her mate from a sofa snooze with the term ?warms on contact.? Sibling Universal McCann handles media planning and buying. K-Y?s growth stems from studying its middle-American consumer base, where it found clinical problem-solution ads weren?t resonating but marketing to ?enhance intimacy between committed partners? could, Mr. Not that J&J is suggesting anything kinky. That follows a three-year stretch in which J&J doubled K-Y sales with such products as warming lubricants and new marketing approaches that include a cartoonish promotional booklet titled ?The Modern Girl?s Guide to K-Y.? Peterson recently told a workshop at the trade show HBA 2005 in New York.

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Now that it?s at full distribution, the massage line is selling ahead of the rest of the K-Y brand, Mr.

And nowhere has that success been greater than at Wal-Mart, where K-Y Touch Massage oils have hit the list of top 10 new health and beauty products of 2005, according to J&J VP-Personal Care Marketing Jim Peterson. Suddenly at the forefront of taking sex aids mainstream, conservative marketer Johnson & Johnson almost overnight has doubled sales of its once-sleepy K-Y brand for the second time in four years thanks to the blockbuster summer rollout of a new line of massage oils. Clinical problem-solution ads didn't resonate with this group but a message about 'enhancing intimacy between committed partners' did. K-Y?s growth stems from new ad strategies aimed at the middle-American consumer base. That it?s now selling quite nicely at Wal-Mart Stores - the naughty-magazine-yanking retail nanny - may come as a shock. CINCINNATI () - That sex sells comes as no surprise.