BERLIN – There's nothing quite like the Venus International Trade Fair in Berlin, held this year between October 16 and 19. Sprawling across numerous exhibit halls at the city's fairgrounds, the enormous erotic event embraces consumer and trade audiences that number in the thousands. Making your way through the crowded aisles, you'll hear every tongue from Ukrainian to Italian as gawkers check out the latest in porn and -more conspicuously-sex toys.
Traditional and innovative novelties carried by the likes of Shots Media, Scala, Rimba, and other European heavy hitters were on display, and it was hard to miss Orion's spectacularly enormous booth that spoke volumes about the company's presence in Europe. But from the gigantic to the most modest exhibitors, Venus changed the perception of novelties being only dildos, plugs, and vibes.
While most manufacturers still slap "for novelty use only" on their products for legal reasons, terms like "erotic enhancement products," "sensual supplements," or even "sexual health products" may be more accurate. And with good reason: increasingly, novelty is about a holistic approach to erotic life, encompassing body care, body wear, and "You're going to put that in your body where?" If Europe continues to foreshadow trends stateside, the move to mainstream bodes well for the U.S.
Apparel, bath and body products, and lingerie were on offer by the fistful. Major American intimate apparel manufacturers-Dreamgirl, Shirley of Hollywood, Leg Avenue, and Forplay-each had strong representation, and Dreamgirl confirmed that its boxed intimates line, the Diamond collection, is selling just as well on the continent as it is in the States.
Costumes and lingerie are staples of the intimate apparel market, but Forplay is taking sexy to the next level with super-slinky club- and evening wear. Hosiery label Music Legs was pleased with the show, stating Europeans recognize the brand for its quality.
Body care products had a strong showing as well. Swede and Nature Body displayed their gentle lotions and potions, and Dutch lingerie designer Love from Holland offered a jojoba wax-based oil to nourish the skin shown off in their barely there intimates. Spanish novelty brand Late Chocolate exhibited something for everyone: a luxurious line of racy intimates, a selection of body ointments, bondage gear for beginners and intermediates, plus a small range of sophisticated toys.
Even more typical lubricant brands took a turn toward the mainstream. Noted for its upscale, skin-care-like packaging and gentle flavors, Futuring International showcased its sophisticated DL lubricants at the Wolwin booth. The company introduced the Doctor Love silicone lube, specially packaged for love boutiques and formulated by Dieter Laros, who also masterminded some of the most popular lube brands in the world. And international brand management firm Lucom continued to strengthen its representation of pjur (the company's best-known affiliation), along with a range of U.S. lines. Showing off its airtight branding and new image campaign, pjur's promotions featured flirty, fun, and sexy imagery that could easily be displayed on any billboard.
Lucom's booth demonstrated the prominent role merchandising plays in mainstreaming a label. Project manager John Wilson was enthusiastic about the European-specific branding and marketing of M2M, TitanMedia, Heart2Heart, and other lines. With its displays and sales racks branded with the products they stock, Wilson says, Lucom helps European retailers maximize floor space and create attractive "store-within-a-store" sections.
Elegance was also oft spotted at Venus Berlin. LELO, the Swedish novelty company celebrating its fifth anniversary, boasted gold versions of its G-spot toy and the launch of its men's line, which included a stylish "gentleman's plug" with matching cufflinks. With its "couture erotica" aesthetic, LELO took top honors for offering the widest, most sophisticated array of sex toys available.
Artistic and technical innovation were on display, too. With its sleek styling, silver stand, and detachable feather tail, conceptual designer Shiri Zinn's unique Minx vibe garnered considerable attention. In contrast to Zinn's restrained extravagance, JeJoue (British manufacturers of the sleek SaSi, which had its European launch in September) displayed a knack for combining subtle ergonomic shapes with cutting-edge technology. The next generation of its intriguing device actually learns users' preferences to simulate foreplay and oral sex. The company calls this "sensual intelligence," without a doubt taking stimulation to the next level.
Speaking of intelligence: Certification from technology standard boards such as the TÜV which ensure a standard of electronics quality and performance, was gladly discussed at Venus. Boasting certifications were companies like JOYDIVISION, the prominent German brand of novelties, lubes, and sexual health products; Dutch novelty manufacturer Totaljoy; and Denmark's Saxenfelt, a latex novelty and apparel producer. These companies strive to create body-safe products such as JOYDIVISION's AquaGlide, which is sold in pharmacies, and Saxenfelt's toys, all of which are made with medical-grade latex rubber. "We invest in clean materials," says Ringo Baginda of Totaljoy. "We are excited to be a trendsetter."
"Medical-grade" turned out to be a buzz word in Berlin, and that came as no surprise as novelties continue to make mainstream inroads. Saxenfelt is even applying its knowledge to create non-erotic items for medical use.
Some of our favorite new companies from last year's show were back in full force, many having benefited from successful U.S. debuts. Spain's Bijoux Indiscrets and German-based Wolwin introduced new additions to their high-end lines. Bijoux Indiscrets continued its tradition of low lighting and luxurious mystique, while Wolwin's white booth had a polished, minimalist feel that let its SinFive collection shine.
Of this year's new exhibitors, there are two we predict will make a splash in the U.S. market. Joya, the brainchild of two young women entrepreneurs from Israel, offers a contemporary yet classically romantic aesthetic-each vibrator from its signature Little Su line comes packaged inside a hardbound book. Tenga is a Japanese firm revolutionizing the male masturbator market, and its thoroughly modern sleeves are instantly recognizable as the epitome of efficient yet attractive Japanese design.
In today's market, understanding the importance of crossover is crucial, and the novelty company displaying the most understanding of that had to be Germany's Fun Factory. Just as their unique booth straddled both sides of the main aisle, Fun Factory's products invited inspection and elicited smiles from even the most reserved consumers. From colorful silicone toys to user-friendly vibrator innovations to its extensive and immensely successful body care line, the company enjoys great success because of its premium on fanciful design and body-safe materials that satisfy every whim related to bodily pleasure and fun.
Fun products. Now there's a thought.
