Batteries Included, Shame Avoided: Church & Dwight Brings Vibrators Out of the Nightstand and Into the Light.

• Posted by blonde
• on May 9th, 2011

Once relegated to catalogs and sex shops or “passion parties” of late, vibrators are getting a mass seal of approval. Personal care conglomerate Church & Dwight $CHD , through its Trojan ® brand, has introduced its new TROJAN® VIBRATIONS collection to popular retailers and corner drugstores across the country. The TROJAN® VIBRATIONS line includes the Trojan® Vibrating Tri∙Phoria® vibrator and Trojan® Vibrating Pulse vibrator which offer an unparalleled combination of pleasure options and intense, precise stimulation, allowing women and men to enjoy high quality pleasure products with more ease than ever—no brown wrapper required.
Recent studies show that American couples are using and embracing vibrators more than ever beforei and the makers of Trojan® are taking the lead on mainstreaming the category by combining rigorous research and development with innovative design. With this, Trojan®, a brand with over 90 years of experience developing sexual health and pleasure products, is using the strength of its trusted brand to make high-quality vibrators readily accessible at drugstores and mass merchandisers. So, for those keeping up with the ‘Samantha Jones’s’, this means no more ‘neck massagers’ to sheepishly return to Sharper Image. But I digress . . .
Now that you’ve stopped blushing, there’s a bit more to this story than good vibrations (yes, I went there.) Keeping things buzzing in the bedroom is also big business. Bruce Weiss, vice president of marketing for Trojan said: “According to industry estimates, the vibrator category has grown into a billion dollar market. Combine that with the fact that, according to an Indiana University study, close to 50% of men and over 50% of women have ever used vibrators and we’re no longer talking about a niche industry. These are products that people want, and by selling them across a multitude of channels – at drugstores, mass merchandisers, online and in adult stores – Trojan is making it easier for men and women to bring a higher level of fun and intimacy into their bedrooms.”
According to published reports quoting Trojan’s chief scientist & condom developer, Mike Harrison vibrators spend up to three years in development and go through several “bedroom panels” with 120 to 180 couples. Now, that’s due diligence.

But will it lift the stock? Trojan is definitely a brand jewel in the crown of line extensions at $CHD. And with the condom business supplying 10% of sales but 20% of the profits, I believe product innovations like the new VIBRATIONS ® and TRI-PHORIA ® can already enhance a powerful product segment that is rapidly seizing market share. $CHD reported 1Q11 earnings May 6, beating street estimates by a penny. With a strong balance sheet, solid management team, and a defensive brand portfolio of personal and household brand extensions, the stock is definitely sexier than it looks.

 

 

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