2008 Woodie Awards
Colvin revamps sex toy marketing tactics
Alumna provides woman's touch
By: Caitlin M. Foyt
Issue date: 3/26/08 Section: Lifeline
Dildos came only in two colors: black and ivory. The packaging was very bland and non-descript. The product motors were loud and the materials were smelly. And many of the products defective ratings were high, Covin said.
"One of my comments was 'wow, novelties are more for women and it seems like we should upgrade them," she said.
Colvin started her own company in 1994, California Exotics Novelties, LLC, in the southeast portion of the state.
She changed product packaging to include pictures of women and couples and invested in new technology.
Her company was the first manufacture a rechargeable rabbit and the first to make vibrator motors quieter and more powerful.
Prior to 1994, the products were mainly bought by men for women, simply because women were too embarrassed to buy toys for themselves.
Stores also evolved to become women oriented. Stores names changed from "sex shops" to "boutiques," they became more brightly lit, they now play lively music and have beautiful fragrances.
"When you go into a store nowadays, there are more women inside than there are men. The times have changed, the stores have changed, the products have changed, the consumer have changed," Colvin explained.
And just as the toys have changed, the industry has, too.
"I was pretty much the only female - it's changed, we have a new generation of women. I would say that most companies - half the buyers are women now," she said.
Jackie White, Vice President of California Exotic Novelties, LLC., was part of the core team of employees that helped found California Exotics during the early 1990s.
She initially felt uncomfortable by her minority status within the a male dominated industry, but was inspired by Colvin's drive and charisma.
"She is very motivated as a woman," White said. "That has always been my connection with her. She works very hard herself, so it drives everyone around her."
At first Colvin's business met with reactions, from disgust to congratulations, from friends and family. Now, she believes her work has changed her life for the better.
"I travel the world, I make people happy. It's changed my relationship with my husband and allowed me to explore my own sexuality. We make people's lives happy. We're in the business of making fantasies come true," Colvin said. "It's something people do to make their lives better."
lifeline@cm-life.com
"One of my comments was 'wow, novelties are more for women and it seems like we should upgrade them," she said.
Colvin started her own company in 1994, California Exotics Novelties, LLC, in the southeast portion of the state.
She changed product packaging to include pictures of women and couples and invested in new technology.
Her company was the first manufacture a rechargeable rabbit and the first to make vibrator motors quieter and more powerful.
Prior to 1994, the products were mainly bought by men for women, simply because women were too embarrassed to buy toys for themselves.
Stores also evolved to become women oriented. Stores names changed from "sex shops" to "boutiques," they became more brightly lit, they now play lively music and have beautiful fragrances.
"When you go into a store nowadays, there are more women inside than there are men. The times have changed, the stores have changed, the products have changed, the consumer have changed," Colvin explained.
And just as the toys have changed, the industry has, too.
"I was pretty much the only female - it's changed, we have a new generation of women. I would say that most companies - half the buyers are women now," she said.
Jackie White, Vice President of California Exotic Novelties, LLC., was part of the core team of employees that helped found California Exotics during the early 1990s.
She initially felt uncomfortable by her minority status within the a male dominated industry, but was inspired by Colvin's drive and charisma.
"She is very motivated as a woman," White said. "That has always been my connection with her. She works very hard herself, so it drives everyone around her."
At first Colvin's business met with reactions, from disgust to congratulations, from friends and family. Now, she believes her work has changed her life for the better.
"I travel the world, I make people happy. It's changed my relationship with my husband and allowed me to explore my own sexuality. We make people's lives happy. We're in the business of making fantasies come true," Colvin said. "It's something people do to make their lives better."
lifeline@cm-life.com
Viewing Comments 1 - 2 of 2
WENDY THE FUN LADY
posted 4/20/08 @ 4:29 PM EST
I started selling Passion Party products over three years ago. I love teaching women how to bring romance back into the bedroom. Im happy to see more companies developing. (Continued…)
Sex Toys
posted 10/10/08 @ 12:53 AM EST
Passion Party products are very well manufactured sex toys, I have been using them for years now and I will continue on buying them as long as they keep making these great sex toys
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