“The blue prince vibrates and is rechargeable” is one of the phrases that can be read on the social networks of Platanomelón, a Spanish erotic toy store that arrived in Mexico in mid-2020 and has managed to create a community that is close to the brand for the way in which, from its social networks, it addresses issues of sexuality.
“Communication has been the jewel in the crown of Platanomelón. From the beginning, the mission was to democratize and normalize talking about sexual issues. It is a balance that we have tried to find, between being direct and not being explicit. What we want is for someone to be able to be on their Instagram, browsing next to their grandmother, and not come up with something that says ‘this is past,'” says Lourdes Albin, country manager of the company in Mexico.
The contents of Platanomelón are different in each of its social networks, since each platform has different rules that must be met to avoid sanctions or censorship of the content. However, they have a similar characteristic: they address everything from sexual education topics that help resolve doubts, which may seem simple, to more risqué topics, about which their followers ask to talk.
Albin says that behind the posts there is a group of sexologists qualifying the information and planning the topics on which they will start the conversation. The experts verify that the data shared with the community is real, with scientific or psychological bases. All accompanied by fun images in bright colors, like sex is for the brand.
The topics, which range from body painting, monogamy, to diversity in sexual practices, are chosen by the experts according to the queries of the users who arrive through the chat on their website, and in their ‘Cuentamelón’ section. , where a sexologist answers questions from followers live.
Informative content on social networks has become a first contact with Platanomelón and, according to Albin, three or four weeks after this first contact, users usually make their first purchase in their online store. Until now, it has a base of 200,000 subscribers who receive information weekly.
This shock wave for the brand has also been due to the company’s work with influencers, who cause a word-of-mouth advertising effect, although it has not been an easy path either because some are not yet willing to address issues related to sexuality.
“It is one of the main channels for attracting new users, because an influencer can be seen as a friend, everyone has influencers they trust and who know that when they recommend a product it is because they have tried it and they do. lived”, comments the director.
confinement companions
The pandemic has been an opportunity for sex toys. Last year, the market reached a value of 33,640 million dollars in the world, and will expand at a compound annual growth rate of 8.04% from 2021 to 2028, projects the consultancy Grand View Research.
One of the catalysts for the development of this market for the consultancy will be innovations in toys, the acceptance of the LGBTQ+ community and the growing interest among women in experimenting with sexual wellness products.
In Mexico, the segment has an opportunity to grow and Platanomelón has found an interesting market, in which it has already added 40,000 buyers. In 2021, the company recorded a four-fold growth in sales compared to 2020, the year of the launch in the country, and expectations are optimistic.
“Our expectations are super aggressive. If the first year we grew four times, this year we want to at least double last year’s sales,” Albin points out.
For now, one of the products that has won over users is Mambo, a clitoris sucker, of which the company is preparing a new version. This toy is an innovation that the company planned from scratch, and they also have other products similar to those already on the market, such as vibrators or rings.
“We have different types of toys, some similar to others on the market, and others that are unique, developed by engineers, artists and women who are constantly testing the products. This is a key differentiator for the store to move closer to a sexual wellness theme.”
In addition to the new version of Mambo, the brand is preparing to launch a sex toy for men, of which Albin does not offer more details. Meanwhile, it seeks to maintain the growth of male customers, who buy toys as gifts, while maintaining its focus on electronic commerce.
“Our strength is e-commerce and there are main reasons why the focus will continue to be this: the ease and discretion it allows. Making an online purchase when you are at home is not the same as going into a store to look for products. It is not the same to ask in a chat where your face is not seen, than to ask a person you do not trust to ask what they recommend. This is a lever that we want to continue using to grow in the market”.
