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Brief Published: 11 Dec 2018

Nécessaire Launches Sex-Positive Bodycare Range


Driven by the self-care movement, US start-up Nécessaire is expanding on The Bodycare Boom by exploring the lucrative sexual wellness industry.

In November 2018, the unisex range debuted with three essentials: Body Wash, Body Lotion and Sex Gel – all of which are free from sulphates, parabens and alcohol. Each product is fragrance-free and pH-balanced, but the body wash is available in two additional scent varieties – sandalwood and eucalyptus.

Nécessaire’s line is sex-positive and aims to broaden the bodycare category with products like lubricant. As sex-positive products permeate the mainstream beauty industry, we predict sexual wellness will be a growing sector for modern and agile brands to tap into. The global sexual wellness market is projected to be worth £32bn ($41bn) by 2019 (Technavio, 2018). For more examples of sex-positive brands and marketing strategies, see Instagangs: Indie Male Beauty, Female Sexuality in Focus  and How to Talk About Sex & Sexuality.

The ‘shelfie’-worthy branding and price point of $25 per item aim to elevate the daily act of washing. The luxurious textures of each product also appeal to wellbeing warriors, who treat shower time as precious ‘me time’. Néccesaire’s products specifically target this cohort, since they value ritual-led experiences. To read more about this burgeoning trend, see Luxurifying Personal Hygiene and Supercharge Your Shower: Skinjay’s Nespresso-Style Capsules.

The launch also capitalises on the rise of the non-gendered beauty category – 41% of British men would be more inclined to use skincare and bodycare products if they were marketed as genderless (Future Thinking, 2018). To read more about genderless branding, see Men Embrace Genderless Beauty and The Gender Agenda.

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