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?Part of our biggest challenge is just having the courage to talk about this in our company. K-Y has gone from a corporate exile to ?a plum assignment? at J&J, Mr.

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TV ads from Interpublic Group of Cos.? McCann Erickson, New York, show a smirking woman rousing her mate from a sofa snooze with the term ?warms on contact.? Sibling Universal McCann handles media planning and buying. K-Y?s growth stems from studying its middle-American consumer base, where it found clinical problem-solution ads weren?t resonating but marketing to ?enhance intimacy between committed partners? could, Mr. Not that J&J is suggesting anything kinky. That follows a three-year stretch in which J&J doubled K-Y sales with such products as warming lubricants and new marketing approaches that include a cartoonish promotional booklet titled ?The Modern Girl?s Guide to K-Y.? Peterson recently told a workshop at the trade show HBA 2005 in New York.

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Now that it?s at full distribution, the massage line is selling ahead of the rest of the K-Y brand, Mr. And nowhere has that success been greater than at Wal-Mart, where K-Y Touch Massage oils have hit the list of top 10 new health and beauty products of 2005, according to J&J VP-Personal Care Marketing Jim Peterson. Suddenly at the forefront of taking sex aids mainstream, conservative marketer Johnson & Johnson almost overnight has doubled sales of its once-sleepy K-Y brand for the second time in four years thanks to the blockbuster summer rollout of a new line of massage oils. Clinical problem-solution ads didn't resonate with this group but a message about 'enhancing intimacy between committed partners' did. K-Y?s growth stems from new ad strategies aimed at the middle-American consumer base. That it?s now selling quite nicely at Wal-Mart Stores - the naughty-magazine-yanking retail nanny - may come as a shock. Jean Twenge, associate professor of psychology at San Diego State University, last year co-authored a study that showed that young women are leading the way in dismantling long-held notions about sexual attitudes and behaviours in America.Īmong her findings: Young women have significantly less sexual guilt than past generations (73 per cent now think premarital sex is OK, compared to 12 per cent in 1943) and that sexual behaviour has increasingly moved toward pleasure.Īnd just what are men thinking of this women and-sex talk? Steve, 32, from Burleson, Texas, says he'd buy in a heartbeat a product that claimed to increase women's sexual desire or pleasure.CINCINNATI () - That sex sells comes as no surprise. 'People are having a mini-sexual revolution,' says Patti Britton, a sex coach, author of The Art of Sex Coaching. Inspired by female focus groups, America's best-known and most profitable condom maker began wooing women during reruns of Sex and the City and in the pages of US Weekly with a sleekly packaged line called Elexa. When Trojan took direct aim at women last autumn, it was officially a trend. Or tune into a daytime soap opera and count how many times commercials for products like 'feminine warming gels' air. Log onto venerable, and you'll find a Sex & Sensuality section, where thousands of sex toys - most geared toward women - are for sale. You need only look as far as the feminine-care aisle in the grocery store to find condoms that promise women extra pleasure, lubricants that claim to heighten sensation and novelty items such as flavoured intimacy creams.

Companies are cashing in on what some health experts are saying is women's desire - demand, even - for better sex, and more of it. Women are practically perched on the shelves in Aisle 5: declaring, 'I am woman! Watch me score!' The selling of sexual satisfaction to women has gone mainstream. For generations of women, the road to sexual satisfaction has been paved with Big 'no's: 'No, those aren't condoms in my shopping cart.' 'No, I don't need any 'extra help.'' 'No, I don't own any of 'those things.'' But a funny thing is happening in shopping carts across America: boxes of condoms, 'extra help' and 'those things' are seeing the light of day right alongside the grapes and Blue Bell and toiletbowl cleaner.