In a world first for a sex toy brand, Satisfyer teamed up with Hearst Publishing and Elle magazine for a truly audacious direct marketing initiative last month.
35,000 US subscribers of Elle magazine were given the option of receiving a Satisfyer Traveler with their copy of the April issue. Those who opted in received their issue, which featured Taylor Swift on the cover, along with a tailor-made pink box etched with the words ‘The next sexual revolution’ which contained the Satisfyer product.
“This unique experience is a novel concept for the receivers of the subscription box and for the givers, Elle and Satisfyer,” said a Satisfyer spokesperson in a statement. “The first feedback confirmed that this operation was incredibly successful.”
Elle was founded in France after World War II (Elle means ‘she’ or ‘her’ in French) and is the world’s largest fashion magazine, with 46 international editions in over 60 countries. It is published in the UK and US by Hearst Publishing. There are 33 Elle websites globally, which collectively attract over 25 million unique visitors and 370 million page views per month [Source: Media Week]. Over 80% of Elle’s audience is said to be women between the ages of 18 and 49.