Je Joue Aims for G-Spot in New Campaign

LONDON—Bringing together the industry’s very best sex-positive and couples-focused retailers for the first time, and working with some of the most renowned names in sex-positive education, Je Joue launches its The G-Spot Does Exist campaign this month.

The campaign is designed to combat what company officials call the “flawed King’s College London study” in which researchers studied 1,800 women, all twins (some identical, some fraternal), in an effort to develop a pattern that if one twin reported having a G-spot, it would make it more likely that her sister would report the same. No such pattern emerged, however, and researchers essentially claimed the G-spot does not exist.

The study and resulting mainstream press (major news organizations on both side of the pond picked up and ran with the story in January) prompted a group of gynecologists to meet in Paris and discuss the situation. Their conclusion was that around 60 percent of all women do have a G-spot, and that the British are just unable to find it.

According to a report in, Pierre Foldes, a leading French surgeon, said the British study showed “a lack of respect for what women say. The conclusions were completely erroneous because they were based solely on genetic observations and it is clear that in female sexuality there is a variability. … It cannot be reduced to a ‘yes’ or ‘no,’ or an ‘on’ or an ‘off.’”

Working with leading industry retailers such as Good Vibrations, Babeland, Pleasure Chest, Castle Megastores and Fascinations, Je Joue’s The G-Spot Does Exist campaign challenges stores’ marketing and stores’ staff to create visually striking displays using Je Joue’s campaign POS kit.

Open to all retailers, the campaign will run for three months with a live national discussion between five educators (including Tristan Taormino, Regina Lynn and Jamye Waxman) kicking off the campaign in mid-May.

“We are extremely excited to finally realize our idea of a North American response to the flawed King’s College London study and look forward to working with the best groups and independent retailers to encourage all women to discover their G-spot,” said Alicia Relles, North American sales and marketing manager for Je Joue.

For more information about how to take part, contact [email protected]

This article appears in the May 2010 issue of AVN.