Volker Hoffmann didn’t want to create just any new lubricant. His obsession was to make it unique — the best — a lubricant that combined the advantages of the top products available, the best pure silicone and the best pure water-based lubricants. Well, mission accomplished!
“LUBExxx is the only lubricant that is water- and silicone-based in one product,” Hoffmann says. “Until now you would never find a lubricant that is very long-lasting like a silicone product, but also water soluble, leaving no stains, being one hundred percent condom safe, skin-friendly, and dermatologically tested with a rating of ‘very good’.”
With two different, unique products — LUBExxx and anal-relaxer spray Mr. Ease (also packaged for women as Apronal) — Hoffmann and his team (including business partner Michael Bogatzki) at MAKE GmbH in Germany are now selling them worldwide.
“The uniqueness of Mr. Ease is that it is the only anal spray product in the world that includes no anesthetics and no water, just selected herbs and a spreading agent to bring the effect of the herbs directly into the skin at that point of the body where you like to have the effect of relaxing,” Hoffmann says. “All other products include either anesthetics, which are very dangerous and they also make you numb to feeling and pleasure, or they include water, which means an effect of dilution, so the products do not work.”
This year, Hoffman wants to take America by storm after getting his foot in the door last year. After a successful showing at the AVN Adult Novelty Expo this year, Hoffmann decided to start a big promotional campaign that has already caught the attention of many distributors. “We did some market research and all the people who tested our products loved them. Now it is time for consumers to be able to buy the products in the USA. So we will focus on the U.S. beginning this month with a lot of marketing and distribution support.”
Hoffman notes that they use shows as a platform to talk with their partners — and with competitors. “We can learn together as manufacturers how to solve problems and how to be much more efficient. Also such conversations are very important in building drive to search for the best.” By exhibiting every year at the Adult Novelty Expo and at the Adult Entertainment Expo in Las Vegas — combined with a presence at the Venus show in Berlin and other shows in Shanghai, London, and Paris — Hoffmann has built a reputation for quality and care.
“We have high-class, quality products that have a very good price structure for everybody. Moreover, we are managing it because we are a marketing-driven company. We put power and pressure into our products, and we promote heavily at the places where are target group will be. We talk to our clients and consumers, we talk with the traders and trade partners about how we can support them, so that we are able to develop a marketing and distribution strategy that works.”
Hoffmann says that all distribution partners are supported with promotional materials like flyers and samples, and attention-grabbing counter displays. Informational materials and handouts are also used to educate retailers and consumers, and in some cases special promotional materials like large roll-up displays and individual indoor decorations are used.
“Because we are running a marketing and advertising agency, we support our products with special communication activities and testimonial deals. We are also negotiating with the big players in this business. We are very successful in Europe and we’ve learned a lot about how to work successfully with our partners.”
Hoffman says that the key to LUBExxx/ Mr. Ease's success is their mission to fulfill their promise to distributors, wholesalers, retailers, and consumers. “Our company philosophy is to sell high-class, quality products that are not expensive and are not dangerous for the user. We have respect for every individual and have an ear for everything, because we like to learn and to get better and better,” he says.
“A lot of consumers don’t know what they are using, or if the products are good or might damage their body. We are selling products that are quality-tested, and not by ourselves, but by official testing institutes. So all our products have a skin friendliness of ‘very good’. All our products are one hundred percent condom-safe. And all our products are tested by professionals before we bring them into the market. We care about our consumer and we do a lot to inform them and provide sexual education.”
And with new products in the works for 2007, consumers are sure to find a new education in ecstasy right around the corner.
CONTACT INFO: [email protected]; Lubexxx.com.
