Q&A: Stephanie Trachtenberg, Director of Marketing & PR, Satisfyer 7/9/2021
Satisfyer aims to be an authoritative and educational voice in the mainstream media and has earned nearly 4B media impressions across top tier outlets including Huffpost, Glamour, Comsopolitan, PureWow, Forbes, Yahoo Lifestyle, Refinery29, Healthline, Men’s Health, Shape, Buzzfeed, BUSINESS INSIDER, BUSTLE, and CNET. Satisfyer has changed the conversation and with that, driving the demand.
With Satisfyer’s elevated presence in the mainstream media, plus their recent Innovation Award wins from CES, sexual wellness products are more acceptable – and in demand – now more than ever. Satisfyer has been working over the past several years to change the perception and conversation around the category, positioning itself as a lifestyle brand.
ECRM spoke with Stephanie Trachtenberg, Director of Marketing & PR at Satisfyer about the company, it’s products, and how it’s working with retailers to serve consumers. They will be participating in ECRM’s upcoming Personal Care, Grooming, Oral & Travel/Trial Program.
ECRM: Describe some of your key products, and the consumer markets that you target.
We believe the future of sexual wellness is about individuals incorporating pleasure into their daily routines, just as they would a moisturizer or workout. Similar to beauty, diet and fitness, sexual pleasure is a critical piece of overall health and wellness, impacting one’s physical, mental and social well-being. We offer a range of products to cover all needs – including an OPP vibrating bullet, several air-pulse options in stylish designs, and now our latest Satisfyer Connect app enabled products with dual stimulation and combinations of air pulse + vibration. We know that consumers now demand choice and customization in this category like any other, so there’s no more setting with just the “basics.”
Now more than ever, consumers are looking for more accessible means to self-care. Our Harris Poll indicates that consumers are now turning to sexual pleasure as a means of wellness. There are a number of factors contributing to this. Our consumer study with Harris Poll this past Fall revealed the following insights:
- 29% of Americans prefer pleasure when a sexual pleasure device is thrown into the mix
- 70% of Americans say that there are a lot of benefits associated with a healthy sex life
- 36% of adults who use of a sexual pleasure device for solo-masturbation say their use has increased since the COVID-19 pandemic began in mid-March
- 30% of adults say that the because of the COVID-19 pandemic, they’re more willing than ever to use a sexual pleasure device
Female Focused Stats:
- Nearly one third of women who own a sexual pleasure device (32%) attribute their device ownership to needing something to help with relaxation and provide stress relief
Parent Related Stats:
- 81% parents say that there are a lot of benefits associated with a healthy sex life
Satisfyer is a leading voice in the sexual wellness category with a focus on sexual health and wellness education. Our Director of Education, Megwyn White, regularly works with mainstream media outlets to help educate on the host of mental, physical, and emotional benefits of sexual wellness. The following are specific to health, which are certainly relevant during this time:
1. Brain Health: Orgasms increase blood flow to all parts of the brain, whereas most activities only increase blood flow to certain areas of the brain. 80 parts of the brain light up during orgasm, actually helping to make your brain sharper.
2. Body Relaxation: Oxytocin which is sometimes called “the love hormone” and produced during orgasm helps to lower cortisol and also helps to cue relaxation.
3. System Detoxification: Sex provides an overall lymphatic massage, helping your body’s natural detoxification process. The lymphatic system is your body’s complex network of tissues and organs dedicated to getting rid of waste and toxins.
4. Sexual Function: Masturbation with a vibrator offers increased sensation and can actually improve sexual function. There are definitive correlates to masturbation improving lubrication, elasticity, and tone of the sexual center.
5. Period Support: Regular orgasms help regulate your menstrual cycle because of their effect on supporting circadian rhythms. Additionally, the release of endorphins help to alleviate menstrual cramping pains.
6. Pain Management: Orgasms release endorphins which work with the opiate receptors in the brain to reduce the experience of pain.
7. Sleep Aid: Orgasms release oxytocin, which counteracts stress hormones and help stimulate relaxation and cue sleep. Serotonin and norepinephrine help the body cycle through REM and deep non-REM sleep cycles to help you sleep deeper throughout the night.
8. Immunity Boost: Orgasms help to reduce inflammation in the body which allows for more restorative health as well as improvement in the immune system.
ECRM: What is your company/products' "wow" factor?
Our “wow” factor is truly our price points for premium quality. While others may claim this, each Satisfyer is designed in house, whereas many manufacturers are simply pulling from China factory designs with preset offerings. Our German design team has won nearly 300 awards for our stellar designs and performance. Our design approach is human-oriented, human-centric. We work to holistically create the best possible experience for our consumers. The complete experience is taken into consideration with each design – from the soft, smooth silicon finish, the latest technology to power each, the beautiful design aesthetic presents each as a work of art. And most importantly, with the highest standards in place we offer the lowest price points possible for our consumer. This is simply because we believe everyone deserves access to the best sexual lifestyle experience and price should not be a barrier to achieve this
ECRM: How do you support the success of those buyers/category managers with which you work?
We create tailored marketing programs with each retailer to target their consumer. We invest in multi-channel marketing campaigns including influencer collaborations, digital display ads, and couponing to raise awareness and convert sales.
ECRM: What trends are you seeing in the particular categories you cover?
App-enabled products have definitely been on the rise during the pandemic and have been seen more and more as essentials in overcoming the added stress that comes with feeling more isolated and disconnected. Wen developed Satisfyer Connect and our line of app-enabled products based on this trend, and now this trend has accelerated due to the pandemic. For us, app-based products were a natural next step for us in reaching a wider audience while also broadening the landscape through which users could enjoy their products. There’s been a huge gap in the market in which most Bluetooth enabled products were desired yet out of reach due to steep pricing, and also did not perform well – thought the demand remains. We recognized that app-based products unlock new opportunities and extensions of their daily lifestyle. We have been able to expand the technology while maintaining price points that invite more users to enjoy our products as essential lifestyle tools in ways that they have never experienced before. We’re excited to see how users will adopt this new addition to our growing line and believe that they will be more inspired to innovate with us along the way through expanding the context in which they enjoy our products. This will of course enhance the opportunity to reach a larger market that is looking specifically for products that can enhance their relationships, inspire new discoveries, and can easily adapt to their busy lifestyle.
ECRM: How has COVID impacted your business, and how have you adapted to the challenges?
Certainly, the category suffered the same operational delays as any other CPG, but there was a silver lining for sexual wellness. The sexual wellness category has most certainly seen a lift since the pandemic, and particularly around pleasure devices. Many retail outlets, those that were prepared with an eComm channel to refunnel traffic, saw double digit growth.
While people are spending more time at home, they are recognizing the importance of their sexual health and wellness. Our consumer study with Harris Poll in Fall 2020 revealed a lot of insight, with highlights such as, 30% of all adults say that because of the COVID-19 pandemic, they are more willing than ever to use a sexual pleasure device—this is especially true of younger adults (42% 18-34 year olds, 46% 35-44 year olds), 36% of adults who use of a sexual pleasure device for solo-masturbation say their use has increased since the COVID-19 pandemic began in mid-March, 30% of adults say that the because of the COVID-19 pandemic, they’re more willing than ever to use a sexual pleasure device, and 28% of parents have purchased a sexual pleasure device since the COVID-19 pandemic began in mid-March. Now more than ever, consumers are looking for more accessible means to self-care. Our Harris Poll indicates that consumers are now turning to sexual pleasure as a means of wellness.
ECRM: Where are your products currently distributed?
Our mass line segment has just expanded to a full listing across the Rite Aid national chain, and online as well. We first listed with Rite Aid early last year and it’s been a phenomenal success. We’re thrilled to have proven our strength in the mass marketplace and in bringing new consumers into the category. Meanwhile, our extensive mainline offering is available in adult stores around the globe.
ECRM: How do you see your category evolving over the next few years?
In addition to the apparent wellness need, perception of the category has changed so more consumers have access to these products. With Satisfyer’s elevated presence in the mainstream media focusing the conversation around the host of health benefits notes above, plus our recent Innovation Award wins from CES, sexual wellness products are more acceptable – and in demand – now more than ever. Satisfyer has been working over the past several years to change the perception and conversation around the category, positioning itself as a lifestyle brand. Access to these types of products is also important, which is why our innovations are prices anyone can afford.
As the conversation around sexual wellness evolves, the industry must evolve in tandem. We’re committed to listening to consumers and giving them what they want, what they need, and what they never knew they needed - and we’re doing that through technology. Satisfyer blends tech innovation and sexual health to create a multi-sensory experience for women, men, and couples.
Our CES win was a major milestone not only for our brand, but for the category. We won an innovation award for both our Satisfyer Connect app, and also our new product, the Love Triangle. This acknowledgement indicates the category’s acceptance – and more importantly, it’s relevance – as a lifestyle category. Specifically, our Satisfyer Connect App.
With the growing consumer need for sexual wellness and the acceptance of the category in the mass market, retailers need to recognize that this is not a category to be fearful of, nor is it just a trend. The growth and evolution of the sexual wellness category has been accelerated by COVID-19, and now readily embraced by consumers. The trajectory will continue, so now it’s up to retailers to keep-up with consumer demand for the latest technology.
ECRM: What's the best way for buyers to contact you?
Editor's note: This Q&A is a sponsored post