WASSERBILLIG, Luxembourg—pjur is entering 2026 with a refreshed marketing strategy that strengthens customer engagement and reinforces its identity as a "love brand."
Jennifer Parry, brand director at pjur, said, "We have built an exceptionally strong foundation within the trade. Now we want to translate this strength even more purposefully into the consumer space. People today want to understand what a brand stands for. It is not only about selling products. It is about conveying values, quality and meaning and creating genuine connection."
As the sexual wellness market evolves, intimacy is more openly discussed and self-care takes priority. pjur responds with a human-centered brand strategy that blends functional messaging with emotional connection—aiming not just to be seen, but truly felt. Parry explained, "We want to reach people on a personal level. From visual identity to tone of voice and to product experience, our goal is to create a brand world that conveys trust, quality and positivity around intimacy."
To support this evolution, pjur expanded its marketing team with new roles in content, campaigns, brand experience, and digital performance—ensuring global consistency while staying locally relevant.
Alexander Giebel, CEO and founder of pjur, said, "Our brand now reaches people in more than 70 countries. To support this growth, we are investing in specialized expertise. Building a strong global brand at this level requires a highly skilled team. We want to engage consumers around the world more deeply and show them what pjur stands for."
The 2026 marketing agenda is based on a fully integrated annual plan. Each quarter is guided by a unifying theme that connects seasonal moods, cultural developments and product relevance. This creates a cohesive storyline across all consumer touchpoints.
This structure strengthens the brand’s emotional impact while deepening educational content through edutainment that informs and inspires. Parry added, "There is still significant need for education within our category. That is why we focus on empowering content with knowledge that promotes safety and confidence and stories that inspire conscious intimacy."
A stronger focus on end consumers also benefits pjur’s trade partners by driving demand, loyalty, and sell-out performance. Parry concluded, "Our trade partners remain at the center of everything we do. We are simply adding another layer that connects more directly with the people who use and love our products. Because pjur has never been only about intimacy. It is about trust, connection and feeling real."
For more information and an overview of pjur’s products, visit pjur.com.
