Brand Slam Loving Joy is Loving Life Right Now

With 10 years under its belt, the Loving Joy brand was around for the release of all Fifty Shades books and movies, it was a contender (if not a nominee) at 11 different ETO awards, seen off 3 UK prime ministers, 2 US presidents, and the entire Game of Thrones series and brought sexual satisfaction and happiness to thousands and thousands of people.

Launching in 2009, the brand’s first releases were bread-and-butter type of products with the starting line-up consisting primarily of the most recognisable shapes of rabbit vibrators, male masturbators and butt plugs. And while providing real value for consumers has seen the brand do well in its early years, Loving Joy still had a steep mountain to climb if it wanted to catch up to the industry veterans and big-name brands beloved by the public and retailers alike.

Fast forward 10 years, and the brand seem to be entering the last stretch of that steep climb – with an SEO-optimised, internationally localised website launched recently in the UK, the US, Australia, Poland and Europe, and a global distribution plan in sight, Loving Joy, the small, industry underdog might just bring the fight to the big boys eventually.

It’s no coincidence though, the Loving Joy team has been talking about the very conscious and dedicated way they’ve been nurturing the brand for years now, highlighting their meticulous method of selecting new product launches, their revised approach to packaging and branding and their focus on both retailer- and consumer-perspectives.

Their hard-line principal of chasing the most competitive price possible for Loving Joy products and its sub-brands has seen their popularity skyrocket amongst both brick-and-mortar stores and online sellers proving that smaller brands deserve a place on store shelves and online listings just as much as the biggest brand names do. Similarly, offering an affordable but high-quality alternative to consumers has seen Loving Joy appear in a variety of mainstream publications, acing the Good Housekeeping Magazine’s annual vibrator review twice in a row and becoming one of Cara Sutra’s favourite sex toy brands.

The team has always recognised the importance of bloggers and reviewers – they can make or break a brand after all – so working closely with veteran writers like Cara, Girl on the Net, Scandarella, Candy Snatch, Little Switch Bitch and newer influencers like the Broken Pussy Podcast team has helped them elevate Loving Joy and get the word out about the brand’s innovative, unique and high quality products. If goods are not sold to consumers anymore, but rather they buy products after diligent research, then a strong and respectful relationship with industry writers is crucial for sex toy brands vying for mainstream popularity. This idea has been integrated into the new Loving Joy website too with an original affiliate scheme that offers up to 40% commission to partners.

Receiving ongoing constructive feedback straight from retailers has helped develop Loving Joy in recent years to suit a modern, crowded marketplace – a marketplace that is increasingly eco-conscious and style-focused but with more and more savvy consumers turning to Amazon and eBay for a cheaper bang for their buck. Loving Joy came up with a number of different ways to ease the struggles of stores and sellers alike and help them make the excellent margins available on Loving Joy products – dropping the 10% dropship fee, launching the Shop in a Box custom website building service, creating a clever store locator on the Loving Joy website that acts as an SEO-friendly, backlink exchange program too and offering a buy back guarantee for store owners on Loving Joy and its sub-brands have all show the team’s dedication to make this in-house brand a name to be reckoned with on the larger scale of the adult industry as a whole.

While ten years might not seem a lot in comparison to big brands that been around for 40 years and seen the birth of the industry in the 70s, Loving Joy’s decade has been a rather eventful one. It seen the release of widely beloved products like the DUA, the VERSA and the VITA, the launch of various bestselling sub-brands such as Impound, Bound and Spectrum, the highs and lows of receiving ETO nominations but no awards (yet), a complete packaging revision, the reduction of plastic across the range and the launch of a professional, optimised and feature-heavy website. With global ambitions in mind, the next ten years of Loving Joy are bound to be even more eventful, so watch this space, this small, in-house brand is planning to take over the world!