SKILLMAN, N.J. - K-Y has released Yours+Mine, its first lubricant manufactured for couples.
The lubricant has two tubes containing different sensation-enhancing formulas for him and her.
Johnson & Johnson, who ranks 35 in the list of Fortune 500 companies is pushing Yours+Mine, and banking on an $10 million advertising campaign, Paradise Marketing CEO Dennis Paradise told ANB.
"I would venture to say that there is no lubricant company out there where there entire SKU total adds up to $10 million in advertisement money," said Paradise, whose company has been a distributor for Johnson & Johnson for the past 30 years. "That is huge money."
Paradise said this might indicate where K-Y could be heading with its lubricants.
"Nobody is looking for excuses anymore," he said.
Paradise said traditional adult retailers do not want to compete with mass merchandisers like Johnson & Johnson, which set a 500,000-unit minimum order for those who wish to carry their product.
The Yours+Mine line "serves as a catalyst for creating emotional and physical connections between partners because it provides a unique and fun new way for couples to communicate on an intimate level," K-Y said. "Both partners will be curious to know what the other is experiencing, providing the perfect scenario for communication."
Daniel Weiss, K-Y's director of personal care products, said Yours+Mine was developed "for couples to experience and enjoy together."
"Through our ongoing conversations with consumers, we have found that couples are consistently looking for ways to enhance their time together," he said. "We recognize that it is not just about one partner or the other. It is about the couple."
The packaging features a lustrous, eye-catching design with the 1.5-ounce tester tubes presented in a silver-trimmed black box. The tubes' tops, designed for easy dispensing, are electric blue on the male lubricant and purple on the female lube.
The suggested retail price for Yours+Mine is $19.99.
