It's almost like feeding candy to a baby. When Empowered Products started six years ago after former Marine Corps platoon commander Scott Fraser got an idea after a stint overseas, it was a match made in heaven: Using the fantasy of marines jacking off to help promote hot new lubricants Gun Oil and Stroke 29 to the gay community.
"We came from a military concept and we have re-doubled our effort and focus on that theme. The concept grew out of the Kuwaiti battlefields and the need for personal satisfaction," notes marketing manager Chris Rowland. "What better theme - and fantasy - than hot military men achieving satisfaction? It is hot and it works."
Rowland notes that 2007 was a tremendous year of growth. "We grew by 30% overall and launched four new brands in our Pink line. One of the biggest changes was opening to distributors, which has increased our reach and branding efforts."
The entire line more than doubled in growth in 2007, and Rowland notes the biggest change was in Empowered's water-based formula, Gun Oil H2O, a super-slick, silicone-free product that is great for toys of all styles and tastes. It features a new formulation that "stays slick longer."
The Gun Oil line also includes a silicone-based lubricant, which provides a glide for prolonged sexual encounters. Both products are condom-safe and infused with vitamin E and aloe vera. Stroke 29 is a premium men's masturbation cream, with the idea being that the secret formula will transform at about the 29th stroke and take personal time to "a new level." Jack Jelly is formulated with natural oils and provides "a quick slick glide for a quick ride." Both products contain natural oils and are not intended for use with condoms.
"We stand out by offering quality brands that differentiate our lubricants," Rowland says. "For example, almost all of our line contains vitamin E and aloe vera. We also stand out by branding and packaging to fit the demographic...the military theme and packaging designed specifically for women."
Empowered increased its dedication to the female market last year, adding four new brands into its already successful Pink women's line: Pink Water, a water-based lube; Hot Pink, a warming lube; specialty toy lubricant Frolic; and Pink Indulgence Crème, a versatile product for sensual massage and other activities.
"Marketing between males and females is very different. From a basic standpoint, men are visual and women are emotional. Both lines are image-driven, but the men's line is more sexually driven where the women's is more about intimacy. Women have some very specific needs and we have incorporated those into our product mix from both a packaging standpoint as well as the ingredients that are sensitive to female chemistry."
Packaging has been one of many reasons for Empowered's success, and Rowland notes that they take a great deal of concern in packaging to make sure that it fits the product, the marketing plan and the demographic it is targeting.
"This same concern flows over into the marketing and advertising. We aim to keep all three in focus during all decision-making and planning. For example, the Gun Oil line is very masculine and military-themed, and all advertising and marketing is in the same look and mood. We basically aim for consistency across the board."
Rowland notes that they will continue to focus on building their brands in foreign markets for 2008. Empowered will soon open a European distribution point to better serve EU customers by making it more efficient and cost-effective. In addition, the company also recently launched a revamped website.
"The focus was to create a site that people actually want to view and that was informational for both our retail clients as well as the end consumer. For ease of use we separated the male and female products," he says. "On each side you can get very detailed information about each line - broken down by each product - that includes available product data and ingredients along with downloadable files with product data, list of ingredients, sales tips and facts. On a consumer level one can search out where to buy for both online sales and physical locations. Within the next few months the site will be in several alternate languages for bi-lingual and foreign clients."
And, as usual, Empowered will continue its long-lasting relationship with the gay community.
"The response from gay consumers has always been strong and has been a focus that we will always maintain. We joined efforts in 2007 with several large gay sponsors and promoted through gay websites, which has helped us remain centered in the gay market," Rowland says. "We have maintained our advertising efforts in local magazines as well as several national publications. We have also added other publications in markets outside of the U.S. and will continue to add as those markets grow."
CONTACT: EmpoweredProducts.com; (800) 929-0407; [email protected].
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