Bunnyjuice kits include travel-size packets of massage oils and lubricants, together with condoms and compact sex toys such as pink feather ticklers.
// Photo by Joseph Eastburn
Strip clubs, massage parlors, adult-video and sex-toy stores have likewise historically catered to male sensibilities, but that is changing. The Internet is partly responsible, as the Web has made pornography practically unavoidable online, while nearly wiping out the DVD pornography market. And if 2007 Nielsen/NetReview survey figures are anywhere near correct, the Internet has brought more females in contact with porn. At the same time, says Wosick, women consume sex products and services differently than men — they are, for example, shier about online purchases and gravitate more toward Tupperware-style sex-toy parties. Now, she says, the industry is grappling with how to market to women successfully.
Enter Hood River-based entrepreneurs Benton Wong, 46, and Tod Guenther, 44, two veterans of Portland’s design/branding community trying to tap the women’s market. Wong and Guenther in 2008 noted the economic downturn, demographic data on women’s purchasing power and a trend that Wong calls “Cocooning 2.0,” — staying at home and spending less money out and about — and created a company called Bunnyjuice.
Bunnyjuice curates “love kits”: travel-size packets of massage oils and lubricants, together with condoms and cute, compact sex toys such as pink feather ticklers and mini vibrators. Guenther and Wong package different samplers in stylish boxes with names like “Shy” and “Wild.” Sold to the hotel industry and most successful thus far in Las Vegas, Bunnyjuice love kits appear in the minibar or on the electronic merchandise trays in hotel rooms.
Wong and Guenther are adamant that this is different from the conventional selling of sex toys. Bunnyjuice, with its playful bunny mascot and pastel-color kits, markets to couples by appealing to women. “We did see a hole in the market,” Guenther says. “And that was in a friendly, approachable, women-controlled focus on intimacy.”