Now even vibrators have become Instagrammable
WHEN THE devoutly religious John Boot opened his first store in Nottingham in 1849, he could not have foreseen that, almost two centuries on, women would be purchasing vibrators and lube along with their medicines and make-up. Even 10 years ago it might have been surprising to think that you could pick up a sophisticated sex toy in your local Boots – but here we are in 2020 and the Womanizer Duo Clitoral Stimulator is available in stores nationwide.
This month, Boots announced that it was expanding its ‘sexual wellness’ range, incorporating more lubricants, vibrators, pelvic-floor trainers and candles. ‘Our customers are central to every decision we make and we are always updating our range to ensure we stock the right products for them,’ Boots wellness director, Sarah Crawley, tells me. ‘A healthy sex life can boost mental and physical health, so based on customer feedback, we think it’s important to help our customers discover new products and information that could benefit their sexual wellbeing.’
It’s interesting to note Crawley’s focus on wellbeing and health. Whereas once a sex toy would have been considered a ‘naughty’ purchase, today it is being positioned as a necessity for a healthy and fulfilled life.
The word ‘toy’ is being used less and less, too. At Cult Beauty, they call it sex tech. Sex toy sounds frivolous; sex tech sounds serious. And the new sexual wellness brands aren’t afraid to shy away from serious matters: Dame Products, available to buy at Cult Beauty, was created by a sexologist and an engineer with the intention of closing the ‘pleasure gap’, which is the situation whereby straight men orgasm more than straight women. Meanwhile, My Viv, stocked at Boots, is a collaboration with Breast Cancer Now. Sexual wellbeing will differ depending on a number of factors, with women experiencing different needs if they’re post-natal, menopausal or undergoing cancer treatment – and
My Viv acknowledges that.
It’s not just the conversation that’s changing; so is the look and feel of the products. Instagram has undoubtedly influenced the design of almost everything created in the last five years, from restaurants to book jackets – and vibrators are no exception. Those offered by Smile Makers (see main image; also stocked at Cult Beauty) and Dame Products are sleek and minimalist. On the brands’ Instagram pages, they are present in chic flatlays alongside books and flowers. Meanwhile, Christopher Kane sells a black ‘More Joy’ vibrator that’s about as fashion as sex toys get.
‘Over the years, sex toys have really changed in appearance – they’re now packaged and presented beautifully,’ Crawley says. ‘Social media definitely plays a role in debunking taboos around sexual wellness, and I’m seeing more open conversation around the topic just from the people that I follow.’
Cécile Gasnault, marketing manager at Smile Makers, says it’s not as simple as designing a product that looks good on Instagram, especially as the platform can restrict the promotion of women’s sexual wellness products, but she admits that stylish design is important. ‘We have created vibrators that look friendly, elegant and approachable to validate female masturbation as the healthy practice it is,’ she tells me.
On Instagram and in stores, vibrators have never been more visible – and it’s safe to say they’re generating a serious (and seriously fun) buzz.