We have learned a great deal very quickly after launching PurPlay just a month ago. One thing that is clear is that it is much more than just a sexual lubricant.
We began to think about the PurPlay product line nearly five years ago when women would ask what they could use for vagina dryness, chafing and minor discomfort from the weather, traveling, etc. Our initial answer was Tortuga lotion and then later AvoJel.
We love to hear from our friends and Keys customers are particularly vocal about what they want and what they like. Over the years, we heard lots of suggestions, and one that was lingering along was the area of a personal sexual lubricant. About two years ago, the low rumble of voices became a loud chorus asking us to do something. Customers complained that personal lubricants were full of chemicals. They complained that some reduced sensitivity because they were too thick. Others complained that water-based lubes only lasted a few minutes. Our customers got louder and louder asking for a Keys style of product that was natural, functional, vegan and gluten-free.
Classic was our first experimental sexual lubricant product. We looked for oils that when combined mirrored and mimicked natural sexual lubricant produced by men and women. Viscosity and slip were critical to match while sensitivity was a very close third. It was both easy and hard to figure out the right oils because only a few oils are near-water in viscosity, produce good slip with heightened sensitivity, and that would last without reapplying. We discovered that if we refined coconut oil to remove the aggressive properties and blended in, at temperature, organic avocado oil that it nearly resembled the lubricants we all naturally produce. It worked, and beta testers roared.
You learn a lot in Beta Testing
All Keys products are reviewed a tried by people before we productize them. They testers are called Alpha and Beta. Alpha testers test a product before the ingredients and formulation are complete. Beta testers are a different group that examines the final formulations before the product launches and test for precise questions. Sharing this is important to recognize that during Beta, you learn the answers to your specific questions and can re4fine the product based on that premise. When you launch, you learn about many things that you could not envision from actual customers. Often what you learn are revolutionary and exciting features. The critical thing for a designer, you have to listen carefully.
What We Have Learned So Far From PurPlay Classic
Some of our team predicted that PurPlay Classic would be the top seller right out of the gate. They were right, but not for the reasons they gave. All said that Classic would be first because it was pure, chemical-free and so heightened sensitivity for both men and women that it would be a hit. It was and is a hit, but for other reasons. Yes, it is a world-class sexual lubricant, but much more as we are learning.
We harken back to our original customers from nearly five years ago that asked for a personal lubricant that would help with daily vaginal dryness and the associated discomfort that includes chafing. Little did we realize how big a deal this was for many women. So, more than half of the sales of PurPlay Classic seem to be from women seeking a daily lubricant that is comforting. Classic is just that, and you can feel it by spraying a little on your fingers.
Bob and I have a rule in our lives that products that come into our home have to have more than one purpose. PurPlay Classic is probably the best sexual, personal lubricant available. It is also functional in helping women to find daily comfort. Adding to the feelings of safety by being chemical-free, vegan and gluten-free increase the value of PurPlay Classic.
We are just one month into a great and exciting product for us. I am confident I will be hearing and learning more from our customers about how and why they use our PurPlay products. I will be sure to share with you as the list builds.