While Boots has long been known to sell the odd novelty sex toy and your basic bottles of Durex lube alongside condoms, pregnancy tests and the standard sexual healthcare product, it’s never been the go-to place for those looking to really spice things up in the bedroom – until now.
The high street giant has launched a ‘sexual pleasure and wellbeing’ category on their website and select stores, allowing customers to shop an exciting new range of vibrators and other products from brands like Love Honey, Smile Makers, Hanx, Fert-iliy, Ava and Hanx condoms.
As well as this, the retailer has launched a campaign encouraging the nation to talk openly about sex, pleasure and sexual wellbeing.
The initiative comes after Boots carried out a study which found that an entire 80 per cent of the general public in the UK still don’t feel confident enough to talk about sex.
The brand has committed to breaking the taboo by creating positive sex content in the Boots Health and Beauty magazine as well as launching their sex toys range and pushing the message on their digital platform.
‘Our research shows that 80% of people believe that your sexual wellbeing can increase self-confidence, and nearly 60% of us believe it can improve general happiness. But we still don’t feel comfortable talking about female sexual pleasure and intimate health. So, we are using our own communications channels – to help normalise sexual wellbeing as a topic, as well giving customers an accessible way to find out more.’ says Helen Normoyle, Marketing Director for Boots UK and Ireland.
Boots has partnered with Psychosexual and Relationship Therapist, Kate Moyle for the campaign. Commenting on it, she said: ‘Sex is such a central part of people’s lives and has been shown to benefit our physical and mental health, but we don’t seem able to talk about it yet. It’s incredibly encouraging to work with a major brand like Boots to facilitate change and give people the confidence to assert what makes them feel good.’
The sexual pleasure and wellbeing products are now available to shop on the Boots website.