Shunga is Japanese for "Image of Spring". But in the 16th-18th centuries, Shunga was the term that labeled Japanese erotic art. Created by painters of the Ukiyo-e period-who left their erotic works generally unsigned for fear of hurting their serious reputations-Shunga art is sensual, even carnal while remaining elegant and refined.
Today, Shunga Erotic Art is an intimate product line made by Montreal's Eau Zone Oils & Fragrances. Comprised of massage oils, candles, chocolate body paint, and lubricants, all of Shunga's products are packaged in tasteful Eastern-themed inspired by great works of Japanese Shunga art.
"Our best sellers are the Chocolate Body Paint, Erotic Massage Oil, and, most recently, the Rain of Love G-Spot Arousal Cream," says Shunga marketing director Ron Vaillancourt. "Most are edible, adding to their cachet. Recently, we launched the Oriental Body slide gel that is designed for a body-to-body massage, offering a one-of-a-kind fun adventure for sensual lovers."
For retailers, the Shunga Erotic Art Collection offers a tasteful, elegant addition to their lubricant/body oil product lines. "The fact that Shunga is inspired by Asian history appeals to consumers, because the high-end image accurately reflects the quality of the product," Vaillancourt says. "The brand projects a very sophisticated image that appeals to both men and women who are looking for something passionate and sophisticated to complement their love life. These are people who care about romance and love, not just sex!"
All 60 Shunga products are produced in the company's Montreal factory, with its staff controlling every step of production from design to creation, including shipping to Shunga's worldwide customers. The company has offices in Montreal, New York, and Paris, and distributes to more than 70 countries worldwide.
"About 40 people currently work in the manufacturing process," says Vaillancourt. "Furthermore, we have a supervising team working exclusively for Quality Control who monitor all stages of the production process [mixing, filling, capping and packaging]. We even test all our raw materials for quality before the process begins." All Shunga products are made using state-of-the-art technology, he adds, and meet GMP (Good Manufacturing Practice) standards approved by the FDA, European Cosmetic Regulation, and Health Canada.
So where does Eau Zone come up with new ideas that fit the Shunga ideal? "New products are inspired by R&D, marketing research, customer requests, and market trends, but mostly Sylvain Séguin [Eau Zone's founder and creative guru] is the one initiating all new concepts and products," Vaillancourt says.
Wherever the inspiration comes from, "the first thing we consider is how people will use the product and what they will expect from it," he says. "We always analyze if it can meet our brand standards and if it can be linked successfully to the Shunga era. If so, we then consider whether we need to make something better than is already being sold by others or start fresh. Once this is done, we get customer feedback on the product's performance, its positioning, and the right price."
At this stage, Eau Zone's chemistry department starts seeking the best sources for ingredients, while the graphics department works on appropriate Shunga packaging. This effort results in a beta product line that can be tested to ensure compliance with worldwide cosmetic standards and to ensure customer acceptance. After all this is done, the new Shunga product is unveiled at the next major trade show. "Our launches are always timed for these shows to be available for fall sales," Vaillancourt says.
With nearly ten years' success in the world market, the Shunga Erotic Art collection is starting to attract imitators and knock-offs. "Recently in Europe, we saw a copy based on the same Asiatic concept of Shunga," Valliancourt confirms. But this doesn't worry him: "Since our position in the market is really strong, this does not affect us. It only confirms that Shunga is a leader in its own right." In the years ahead, he expects the Shunga Erotic Art brand to continue to expand and prosper, providing high-margin profits to retailers, wholesalers, and Eau Zone alike.
"The Shunga brand has become established mainly because of the quality of the products and how and what people feel when they use them," he concludes. "We created this brand first and foremost for genuine lovers, who conceive of their embrace as an art form. As a result, our customers associate Shunga with the quality of their love lives. After all, our products work. We would not be where we are today if they didn't!"
For more information, visit Shunga.ca.