Doc Johnson takes ‘entrepreneurial approach’ to product development
Posted: July 21, 2017
Doc Johnson unveiled a host of new products at July’s ANME, which the firm said will meet increasing consumer demand for high-quality BDSM/fetish items, premium silicone products, and smart, sleek, functional designs. Scott Watkins, VP of sales and marketing at Doc Johnson, said: “In order to support the continued growth we’ve planned for the remainder of 2017 and going into 2018, we have moved toward an increasingly entrepreneurial approach to new product development, which not only speeds innovation, but also helps us put our retail and distributor partners first to deliver exciting, relevant new products that meet consumer needs and drive topline growth.”
Doc Johnson COO/CCO Chad Braverman added: “We’re in a period of very rapid change in the pleasure products industry and consumers are very clear about what they want: user-friendly products that deliver on value, quality and functionality, but at the same time they want more— more innovation, more functionality, more excitement. We’re putting our consumers at the centre of our new product innovation by rapidly addressing evolving pleasure product trends and investing in areas that our consumers care about, including manufacturing more premium silicone products, continuing to focus on R&D and innovation, and creating more educational, valuable content around our various products and collections.”
New Kink by Doc Johnson products which were unveiled at ANME include: The Milker, a vibrating, flexing silicone massager that produces a ‘come hither’ motion; The Rimmer, a p-massager that boasts three independently controlled motors; Swell, a unisex nipple stimulating device that provides auto suction and vibration via an attached remote; a Silicone and Acrylic Paddle; a Signature Plug; and a Ring & Plug Set.
Doc Johnson has reinvented its bestselling Classic Pussy Pump into a sleek and intuitive automatic version, which is also available in red and black Kink branding for the Kink by Doc Johnson collection, and the firm reports that visitors fell in love with it Automatic Pussy Pump – a vibrating, sensitising vaginal stimulator that ergonomically hugs body contours for a strong seal and an ultra-comfortable fit.
New Additions to Main Squeeze include The Virgin and The Virgin Replacement Insert, which build on the success of Doc Johnson’s Virgin Pussy. This textured UltraSkyn Masturbator features the Main Squeeze hard outer case squeeze plate design, with the addition of an extra-tight internal tunnel and a realistic, breakable hymen. The replacement insert offers the internal UltraSkyn stroker with hymen, so users can swap it out as often as they like without purchasing the full-cased product.
Doc Johnson also showcased several new in-store marketing materials and retail campaigns, including a revamped School of Doc brochure which consolidates multiple School of Doc subjects into one booklet, and a new Kink by Doc Johnson Retail Programme designed to support Doc Johnson’s partners and enhance the Kink by Doc Johnson in-store consumer experience.
Scott Watkins said: “Our new retail programme is a perfect example of our continued commitment to ensuring the success of our retail and distributor partners. Please contact your Doc Johnson representative to create relevant programming with in-store visual merchandising displays, educational marketing materials, and new testers and promos.”
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