The brand currently has a very clinical association in the UK, built on its origins as a surgical lubricant, and is sold in understated blue and white packaging. KY currently only sells its original personal lubricant in the UK.
It could, however, be about to launch a range of sexual enhancement and lubrication products in the UK after registering trademarks for products such as dual use Yours+Mine “couple’s lubricants” and several straplines, including “His excites. Hers delights. Together they ignite”, already used in the US.
J&J offers a range of 13 intimacy enhancement products in the US and Australia and other regions where J&J sells the brand’s association with sex.
Brand marketing is based around nine different couples, such as “The Newlyweds” and “The Weekenders” and how the brand has a product to suit their different needs.
It follows the move by Reckitt Benckiser’s Durex brand to shift its positioning towards emotional connection, with the launch of a new brand strapline: “Love Sex. Durex” and global campaign last year.
It has also developed its Play range of lubricants and sex toys.
Johnson & Johnson did not respond to a request for comment.