pjur has revealed its 2026 brand strategy, which the company says is “designed to build a more direct, emotional and meaningful connection with end consumers” and “position pjur more strongly as a culturally relevant love brand”.
Highlighting the trend towards openness in intimacy that creates a space for brands focusing on authenticity and clarity, pjur’s brand director Jennifer Parry said: “We have built an exceptionally strong foundation within the trade. Now we want to translate this strength even more purposefully into the consumer space. People today want to understand what a brand stands for. It is not only about selling products. It is about conveying values, quality and meaning and creating genuine connection.”
pjur wants to expand its functional communication in a more human-focused, emotional direction. “We want to reach people on a personal level,” Parry added. “From visual identity to tone of voice and to product experience, our goal is to create a brand world that conveys trust, quality and positivity around intimacy.”
To support this pivot, pjur has expanded its marketing team, with new roles in content creation, campaigning, brand experience and digital performance. “Our brand now reaches people in more than 70 countries,” said Alexander Giebel, CEO and Founder of pjur. “To support this growth, we are investing in specialised expertise. Building a strong global brand at this level requires a highly skilled team. We want to engage consumers around the world more deeply and show them what pjur stands for.”
The brand’s marketing for 2026 will be split into quarters, with themes that connect seasonal moods, cultural developments and product relevance – education will also be a key focus. Parry also emphasised the importance of the pjur’s relationship with its trade partners. “Our trade partners remain at the centre of everything we do,” she said. We are simply adding another layer that connects more directly with the people who use and love our products. Because pjur has never been only about intimacy. It is about trust, connection and feeling real.”
