Sex As Sensuality

New Zealand owned and operated business, Tempteur, is turning traditional ideas about the pleasure products industry upside down – repacking sex as sensuality, to appeal to the powerfully influential female consumer. It’s a move that has earned the online start-up plenty of praise from customers, who, founder and director, Sonya Matthews, believes are looking for luxury, beautifully designed and packaged products in all aspects of their lives, with the bedroom being no exception. “The Tempteur brand and brand experience is targeting the all-powerful female consumer by taking an experience that has historically been marketed, packaged and sold in a very male-centric way, and making it more female focused and feminine,” says Ms Matthews. “The focus is very much on celebrating sensuality and pleasure, and encouraging women to explore and embrace their sexuality in an aesthetically pleasing and inviting online environment. It’s about repackaging sex in a very beautiful and sensual way and making it more accessible and relatable by providing women (and their lovers) with a shopping experience that celebrates sensuality.”

Ms Matthews says that although the sex toy industry has traditionally been presented and sold in an overtly sexual way, a growing number of retailers are recognising that this doesn’t necessarily align with the desires of a significant portion of their target market. “The businesses that will thrive in today’s marketplace, particularly in this industry, are those that are willing to target their products, packaging and presentation to the preferences of the female consumer.” It’s a prediction businesses around the globe are taking seriously, if research undertaken in Hewson Group’s 2011 market analysis study, ‘Women, Sex and Shopping’ is anything to go by.  The female consumer is becoming very powerful – women are controlling their own sexuality in a way not seen in history. Sex Toys and the Pleasure Good market has become an expression of this emancipation.  Hewson Group, ‘Women, Sex and Shopping’ the global study and resulting report estimate that while more than 90 million women regularly use sex toys, less than 100 retailers worldwide met Hewson Group’s criteria for alignment with female shoppers. The study predicts that by 2010 – 2025 sex toy purchasing will run at 250-400 million units per annum, and that market aligned, customer savvy retailers will experience far greater growth than those ignoring the need to reposition themselves to appeal to the female market.

Ms Matthews says popular business literature such as The Power of the Purse highlights the increasing influence of the female consumer and the need to target products packaging and messages to suit. Indeed, a number of big brands, including luxury jewellery manufacturer, De Beers, have demonstrated the power of this shift through hugely successful marketing campaigns. “De Beers’ right hand ring concept is a great example of a business that has thrived by adjusting their message to better suit today’s female consumer,” says Ms Matthews. “In their case, they changed their messaging around diamond rings from the woman being swept off her feet by a knight in shining armour to women buying their own diamond rings because they can. That campaign created a two billion dollar market for De Beers literally overnight because it very cleverly tapped into the idea that increasing numbers of women are single, earning big money, making important decisions in careers outside of the home and are perfectly happy investing in big ticket luxury items such as diamond rings because they can.”

With a background in both psychology and marketing, Ms Matthews has a firm grasp on the desires of her target demographic and encourages New Zealand business owners across all industries to consider how effectively they’re engaging with the female dollar. “Knowing what your female customers want, and understanding how they want to engage with your brand message is crucial in today’s business climate. In my own small way I like to think I’m taking that lead by repackaging and selling sex in a very sensual way that appeals to the feminine aesthetic.” For more information visit http://www.tempteur.com  or contact Sonya Matthews via talk_to_me@tempteur.com .