Lovehoney has announced it is planning a fresh push for its Fifty Shades Freed products to tie in with the movie’s DVD release on June 18th. The company says that sales of the official product collections Lovehoney has released for all three books are up by 21% in the last year, and the premiere of Fifty Shades Freed around Valentine’s Day in February was a big sales driver, with the Fifty Shades Freed Wand Vibrator and Knicker Vibrator both seeing a 500% uplift. In addition, products from the first Fifty Shades of Grey collection are still selling and demand for the Please Sir Flogger leapt by 1,100% following the release of the latest movie.
Retailers all over the world have got behind the Fifty Shades Freed collection, devoting windows to it (such as Harmony’s in London, pictured) and staging in-store events to support the products and capitalise on the interest generated by the movie.
Lovehoney says that at the two Harmony stores in London, window displays helped increase sales of the products by around a third, while at Kondomeriet in Norway, a special month-long promotion aired in cinemas received more than 15,000 responses in the first two weeks. In the US, Lion’s Den organised a cinema promotion featuring six billboards on main highways in Ohio, and further Freed promotional events were held in the UK, Ireland, Lithuania, Sweden, South Korea, Ukraine, Australia, Switzerland, Netherlands and France.
Lovehoney sales consultant Laura Wood said: “The Fifty Shades phenomenon is still going strong more than six years after the release of the books and it remains the best-known sex brand in the world. The cinema release of the film drives sales of the product range, with the DVD release a few months later providing renewed interest. We are very lucky to have such fantastic retail partners all over the world who have really helped to push the products with exciting in-store displays and eye-catching promotions. The DVD release presents a fresh opportunity to generate more sales not just for the Freed products but also the earlier Fifty Shades Darker and the original Fifty Shades of Grey collections which are both still selling well.”