Launching A Sexual Wellness
E-Commerce For The Modern Woman

Challenge

Our challenge was to create a beautiful, approachable, and sophisticated sexual wellness brand that would resonate with women over 30 and distinguish itself in a market often seen as crowded and tawdry. Valued at USD 36.5 billion in 2023, the sexual wellness industry is growing rapidly, with a projected annual growth rate of 8.5%. However, despite shifting social norms, the stigma and taboo around sexual wellness persist, with many women wanting to distance themselves from its more explicit associations. Our goal was to develop a brand that these women would feel proud to recommend.

Solution

The launch strategy for The Sensualist needed to be thoughtful and approachable, ensuring that women would feel immediately at ease with the brand. In the sensitive realm of sexual wellness, first impressions are crucial. To achieve this, we introduced photojournalistic spreads featuring real women instead of models, sharing their personal stories of embracing their sensuality throughout their lives. Marketing to women over 30 meant celebrating femininity in all its forms, so we showcased a diverse range of body types, ages, and ethnicities in these features.
By collaborating with fashion photographers, The Sensualist elevated product photography, introducing an editorial and artistic style to the sexual wellness space for the first time.

Results

We successfully launched a revolutionary sexual wellness e-commerce platform and brand, and built a community of over 10k engaged users through workshops, conversations, events and forums.