Sex
K-Y Jelly, we hardly knew ye
The venerable lubricant with the kinky associations is getting a brand makeover. But will it be able to maintain market penetration?
No one knows what it stands for, but everyone knows what it stands for. According to the K-Y Web site, the initials “K-Y” — trademarked in 1906 — are a mystery even to the company that makes this bestselling line of “personal lubricants.” Yet K-Y Jelly has become winkingly — and not always invitingly — synonymous with sex: sex requiring medical assistance, sex not endorsed by Sen. Rick Santorum. Despite its venerable, doctor-approved reputation, the frumpy aunt of all sex lubes still carries a high snicker factor.
K-Y is trying to change that. “Over the course of this summer you will see a lot of new things from us,” says Danielle Devine, director of public relations for Personal Products Co., the division of Johnson & Johnson that manufactures and markets K-Y. “Our goal is to make the brand more mainstream. We’re taking a little bit of the taboo off the brand. We’re trying to have more fun with it.”
Sure enough, K-Y goodies are no longer confined to that toothpasty old tube. New products include thicker UltraGel (in a handier soap-like dispenser), K-Y Liquid, and, raciest of all, K-Y Warming Liquid, which heats up on contact.
What’s next, flavors? Well, sort of. A splashy event at New York’s stylish W Hotel in June, featuring designer Patricia Field of “Sex and the City” wardrobe fame, is designed to highlight all of the other uses of K-Y Jelly.
Other uses? Yes. You’ve seen K-Y at your gyno’s office or ultrasound lab, maybe even at your vet’s. But did you know that it also works as lip gloss? Hair gel?
Those are just two of the “other” K-Y uses rumored to be in a forthcoming booklet — debuting at the W that will list nearly 100 more. Devine insists that K-Y is not making this stuff up, not trying to manufacture an Avon Skin-So-Soft sensation. (That lotion turned out, quite by accident, to also be a bug repellent, a brass brightener, a floor wax and a dessert topping.) Indeed, anecdotal reports of handy household K-Y uses abound: removing rings, price tags and grease (for the latter, add sugar for light sanding effect); loosening of tight nuts (as in bolts); inserting keys into cold locks (also not a euphemism). It’s often used by athletes such as runners and cyclists to prevent chafing, as well as by the two women in the movie Old School who compete in K-Y Jelly wrestling.
Why K-Y? Why now? The brand is still a Goliath with a 52 percent market share, compared with the 18 percent and 15 percent shares, respectively, of its closest competitors, Private Label and Astroglide. Nonetheless, perhaps K-Y is thinking ahead and trying to sex things up for the kids. In other words, the danger is that — without an image update — newer, younger lube-users might think of K-Y as the tube in their parents’ nightstand, which is gross on so many levels. Time, indeed, for a makeover.
But can K-Y really change its know-them-anywhere blue and white stripes? If so, how? For one thing, experts say, K-Y could stand to lighten up. “The people in the new market they’re probably going for are not people looking for ‘a trusted brand for my intimacy needs,’” says John Carpenter, chief creative officer of Benchmark, a Cincinnati marketing communications agency. “The best way for K-Y to do a 180 would be to start using humor.” What remains to be seen, then, is whether K-Y’s loony lip gloss and hair gel-type approach will be considered funny “haha,” or funny strange. (Or funny “There’s Something About Mary,” which is both.)
K-Y’s competitors, not surprisingly, are thinking funny strange. “You walk into a nightclub, take out a big thing of K-Y and smear it on your mouth? What kind of message does that send? Your mama would slap you!” laughed Lynne Merrill, a spokesperson at Biofilm, makers of Astroglide.
Astroglide’s inventor — the founder and CEO of parent company Biofilm — was more magnanimous. “I’m just pleased that [K-Y is] building market awareness. That’s good because people who are involved in intimacy can enjoy themselves more. And it allows everyone to have more market penetration,” says Daniel Wray, who after 10 years in the business can say “market penetration” with a straight face.
But if K-Y tarts things up, won’t the company tarnish its “good” reputation? That’s the challenge. “They are the old doctor brand, the medicinal brand,” says Jennifer Murtell, Benchmark’s senior copywriter. “The trick will be to get a sense of humor and keep that credibility.”
Many people do use K-Y precisely because of its no-nonsense, hospital-approved aura. “Let’s put it this way: it definitely would have given me pause if they’d used Astroglide on the ultrasound wand,” says one New York mother.
“I’m more inclined to buy K-Y because it’s tested better than most products,” says a female New York sex writer. “I find Astroglide on par as far as quality. Wet, Eros, and Jack Off, on the other hand, are skeevier products that don’t embarrass me, but make me worry about strange genital rashes.”
Says an attorney from Toronto: “I am more likely to buy dowdy K-Y than its skankier Astroglidier counterparts — but then again, I’m an uptight Canadian. There is a certain degree of embarrassment in purchasing any product that says ‘I require assisted lubrication,’ which is too much information to give the cashier who sells you Diet Coke every day. It’s even less dignified if the box has a cheesy picture or big sparkly letters saying ‘Astrogliiiiide!’” (She adds: “I’ve never used K-Y for anything else, but I bet it would be boss for calming frizz.”)
For many people, of course, K-Y’s unsexy medical connotation is precisely the problem. “He pulls out the K-Y, she thinks stirrups,” says Jennifer Murtell of Benchmark.
And that’s why some experts say K-Y would do to best to launch a whole new spinoff brand. “Creating a new brand would mean leaving behind some equity, but it would also mean shedding some baggage,” says Laurel Sutton, a partner at Catchword, a brand-name development firm in Oakland, Calif.
“It’s very difficult to change what you are,” says Al Ries, chairman of Atlanta marketing firm Ries & Ries. “You’ve got two strategies that will work: one, change very little and wait for things to come back around — which is what Hush Puppies did — or two, introduce a new brand.” Yes, with a new name, Ries says. He points out that professional builders shunned “Black and Decker Pro” tools (which they associated with the Home Depot set) until the name was changed to “De Walt,” and that teens shunned “Levis’ Tailored Classics” (which they associated with their parents’ closets) until the name was changed to “Dockers.”
Could a name change be all K-Y needs to prevent chafing? Possibly. “I hate K-Y Jelly and it’s all there in the name. Why a K? Why a Y? It sounds so Jiffy Lube. No one wants to have that slimy jelly feeling reinforced by, say, the very tube you’re staring at during a moment of passion,” says a Manhattan financial writer. “I use Silk. Every time I pick it up I think, ‘Aaah, silk. This feels silky! And whether it does or not, that’s the beauty of branding. Brands make you believe.”
Now, if they can just make pharmacy clerks believe us, when we try to call it cuticle softener.
Award-winning journalist Lynn Harris is author of the comic novel "Death by Chick Lit" and co-creator of BreakupGirl.net. She also writes for the New York Times, Glamour, and many others. More Lynn Harris.
Taxing strip clubs for rape
Politicians are holding adult entertainment venues responsible for funding sexual assault services
(Credit: iStockphoto/wragg) It used to be that strip clubs were merely blamed for society’s ills. Now they’re actually being charged for it.
In recent years, measures have been introduced in Georgia, Pennsylvania, Texas, Illinois and, most recently, California to apply special taxes to strip clubs — specifically to fund sexual assault services. Now, even if you aren’t inclined to view erotic entertainment as the source of all evil, this might seem an appropriate aim — who wants to argue against additional support for rape survivors? It would seem even more so when you consider politicians’ and activists’ repeated claims of solid scientific evidence showing a link between strip clubs — specifically those that sell alcohol — and sexual violence.
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Tracy Clark-Flory is a staff writer at Salon. Follow @tracyclarkflory on Twitter. More Tracy Clark-Flory.
Massage therapists rubbed wrong by sex talk
A Jennifer Love Hewitt show and the Travolta allegations have masseuses tired of being confused for sex workers
(Credit: iStockphoto/sybanto) Joe, a licensed massage therapist, knows what it’s like having a famous client who expects something extra. He had an Academy Award-winning actor begin gyrating on his massage table before raising his hips in the air to show off his erection. “He was hoping that I would play with him in some shape or form,” he says.
Needless to say, Joe isn’t surprised by allegations by two masseurs that John Travolta got handsy during massages. (Travolta’s attorney has denied all the allegations, and called them “ridiculous.”) “It happens all the time,” he says, and not just with celebrity clients. He frequently encounters men who try to fondle him, usually while he’s working on their glutes or lower back and their hand happens to be level with his crotch. “They think they’re so original, but they’re all so much the same,” Joe says, his voice rising. “They all use the same tactics, the same body movements, the same gyrations and grinding my table, the [heavy] breathing.”
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Tracy Clark-Flory is a staff writer at Salon. Follow @tracyclarkflory on Twitter. More Tracy Clark-Flory.
A night at the vibrator museum
Early vibrators were hand-cranked, two-person jobs -- and prescribed by doctors. How far we've come since then
(Credit: Antique Vibrator Museum) I can now say that I’ve used a turn-of-the-century vibrator — on my hand, but still.
The silver, hand-cranked contraption is usually kept behind glass at Good Vibrations’ Antique Vibrator Museum in San Francisco — but staff sexologist Carol Queen made a rare exception. “This is very special,” she whispered, unlocking the case and carefully pulling out Dr. Johansen’s Auto Vibrator, a relic from 1904. The “auto” part is not so much: It was a two-person job, with her having to crank the device’s handle to get it thrumming. Pressing my finger tips to its inch-wide circular platform of pleasure, I was pleasantly surprised by its power.
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Tracy Clark-Flory is a staff writer at Salon. Follow @tracyclarkflory on Twitter. More Tracy Clark-Flory.
Maggie Gyllenhaal on sexual liberation
The beloved indie star tells Salon about her "vibrator movie" and why she loves playing transgressive women
Maggie Gyllenhaal (Credit: Reuters/Mark Blinch) When I met Maggie Gyllenhaal about six weeks ago, she was enormously and gloriously pregnant, stretching out on a sofa with her shoes off and feet up in a Manhattan office building. (Since that time, Gyllenhaal and husband Peter Sarsgaard have welcomed their second daughter, Gloria Ray, to the world.) We were there to talk about “Hysteria,” the charming, lightweight feminist farce from director Tanya Wexler that explores a key event in the history of female sexuality: the invention of the vibrator by Mortimer Granville, a Victorian doctor who was seeking to cure the mysterious “female malady” that lends the movie its title.
Continue Reading CloseMother-daughter sexperts
Susie Bright and her daughter, Aretha, make parental talks about sex look easy -- and fun
Most parents loathe talking to their kids about the birds and the bees, let alone pubic hair grooming, faked orgasms and “water sports” — but most parents are not legendary “sexpert” Susie Bright.
Better than talking about these things, she penned an advice column in 2009 with her daughter, Aretha, then 19, for the ladyblog Jezebel. Their answers to questions about everything from porn to Paxil were unflinching but playful, and at times controversial. Now the pair have collected those columns into a new e-book, “Mother/Daughter Sex Advice.” Together, they read as an irreverent version of “Our Bodies, Ourselves” for the Internet age. The mother-daughter team also reflect on what the experience of writing the column was like, and it turns out it wasn’t as weird as many would think: For the most part, it was just a continuation of conversations they had been having throughout Aretha’s life.
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Tracy Clark-Flory is a staff writer at Salon. Follow @tracyclarkflory on Twitter. More Tracy Clark-Flory.
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