Shopper Specialist WARL Gives UK Sex Toy Brand a Luxurious New Look

Je Joue, the UK’s leading premium sex toy brand, has repositioned itself as a mainstream luxury lifestyle brand, in time for Valentine’s Day.  The move is to better reflect the mainstream attitudes of consumers towards sex toy products - away from the more traditional, often-sleazy erotic UK sex toy marketplace which is estimated to be worth over a quarter of a million pounds a year and growing.

Je Joue revealed the new brand positioning exclusively to trade at the EROFAME 2014 before Christmas, ready to roll it out to retailers and direct to consumer in the coming weeks.

Will Ranscombe, Managing Director of Je Joue said “No-one else in the UK to date has managed to authentically position sex toy products as mainstream luxury accessories despite the reality that consumers these days – both young and old – are prepared to invest a significant amount on high-quality, beautifully designed toys.  The erotic and often brash nature of some of our competitors’ sex toy brands certainly still has a market but for many mainstream consumers it’s actually a turn off.  They are looking for discreet, luxury, sensuous experiences rather than highly charged erotic encounters.

“The repositioning of the Je Joue brand by WARL has been focused around our core brand promise - delivering deeper, richer sensations. Everything – from the core brand assets to its packaging execution, trade show materials and web delivery - is focused on this core vision.”

“Applying our retail and fashion experience to Je Joue has been very interesting. To be a luxury brand you have to act like one – brave, pioneering and pushing the boundaries.” said Melissa Jamieson, Group Account Director at WARL, “Je Joue is all that and more. The sex toy industry is behind where mainstream consumers are attitudinally. For them, a sex toy that they’re going to spend just under £100 on is not something disposable or a bit of a laugh. It’s more akin to the shopper mindset when investing in a favourite pair of jeans, a piece of jewellery or perfume.  The Je Joue consumer is confident, knows what they want but doesn’t need to shout about it.”

Je Joue is currently working with wholesalers to develop the brand in-store presence to reflect the new luxury brand positioning.