In the realm of sexual wellness, lube has become an essential and nonnegotiable item for individuals like Portia Brown, a sex coach based in Brooklyn. According to Brown, she hasn’t engaged in sexual activity without reaching for a lubricant in the past five years. Her nightstand drawer is filled with various types of lubricants, ranging from silicone-based to oil-based and even CBD-infused. However, what sets these lubricants apart is their chic packaging and bottles, which give them the allure of beauty products.
According to Brown, this elevated design aligns with the preferences of today’s consumers. By presenting lubricants in sleek and attractive packaging, it becomes easier to introduce people to the idea of using them. As Brown puts it, she can display her lubricant alongside her skincare products and perfumes, and it blends in perfectly with the rest of her self-care routine.
In the past, lubricants were often hidden away in Ziploc bags or in the corner of a sock drawer. Now, they are being sold in aesthetically pleasing containers meant to be displayed proudly on nightstands. In fact, there is now a distinct “lube aesthetic” emerging in the market.
During a recent visit to a Sephora store in Manhattan, I came across a small display of natural lubricant products. However, these bottles looked nothing like the ordinary plastic squeeze tubes I’m accustomed to seeing in pharmacies or gas stations. One particular product, Shine personal lubricant by Maude, caught my eye. Packaged in an eight-ounce amber-colored bottle with a black pump and minimalist white text design, it could easily be mistaken for a high-end hand soap or essential oil.
According to Éva Goicochea, the founder of Maude, the design of their lube bottle was deliberate. They wanted to show consumers that lube is not something to be afraid of. Gender and age inclusivity played a major role in the design process, aiming to create a product that felt elevated and could seamlessly blend in with other personal care items on a nightstand.
The packaging of lubricants has evolved to reflect a shift in attitudes towards pleasure and sexual experiences. Brands like Maude, Bloomi, Foria, and Dame have embraced an aesthetic approach, presenting their products in a way that evokes the feeling of indulging in self-care. Glissant’s flavored lube, for instance, comes in a convenient mini gold spray bottle reminiscent of a travel perfume.
This change in packaging not only signifies a departure from the stigma surrounding lubricants but also highlights a growing acceptance and ownership of pleasure and sex lives without guilt or shame. While some individuals may still feel embarrassed about using lubricants, their positive impact on facilitating pleasurable sex and enhancing the use of sex toys is undeniable. Regardless of chic labeling and fancy bottles, concerns about coming off as promiscuous or engaging in excessive self-pleasure can discourage individuals from openly displaying their lube.
The stigma surrounding the use of lube also intersects with gender norms and expectations. Men may worry that if a woman needs lube, it implies a lack of arousal. Similarly, women may fear that their need for lube will be perceived as something being wrong with them. Despite the fact that natural lubrication is not the only indicator of arousal, it can often feel like the sole factor that matters.
Portia Brown emphasizes that we should celebrate the diverse experiences of our bodies and remove the shame associated with lacking natural lubrication. As a sex coach and self-proclaimed “lube enthusiast,” she views the marketing and design shift in personal lubricants as a game changer. The appeal of cute and attractive bottles has become a deciding factor for her when selecting lube.
The evolution of lubricant packaging showcases a broader social shift towards embracing sexuality and personal pleasure. While societal taboos may still linger, the rise of aesthetically pleasing and thoughtfully designed lubricants represents a step forward in celebrating and normalizing our sexual experiences.
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