 Despite the economic downturn, the sexual wellness industry continues to thrive, with innovation driving demand across the globe. However, successfully launching a sexual wellness product in 2025 will require navigating an increasingly challenging landscape if you're hoping to harness media coverage to catapult the launch's success. Here’s what brands need to know to cut through the noise and ensure a successful debut in the coming year. The Evolving Media Landscape Major publications are scaling back their coverage of sexual wellness topics. Ongoing mass media layoffs and shrinking editorial teams mean fewer opportunities for organic press coverage. Meanwhile, brands that do land features for their launches have invested months—if not years—in building relationships with journalists and publicists. In this environment, sexual wellness brands need to plan ahead and adapt their strategies to maximize visibility. Building Relationships with Media For sexual wellness brands, public relations is no longer optional; it’s essential. Brands need to start fostering relationships with journalists and media outlets early, even before their product is fully developed. This means engaging with industry-relevant publications, participating in key conversations on social media, and attending events where journalists are present. Long-term engagement pays off. When it’s time to pitch your product, established connections can make the difference between being featured in a top-tier outlet or overlooked entirely. Consider hiring experienced PR professionals who specialize in sexual wellness or partnering with agencies that understand the nuances of this space. What Media Needs Before Your Launch Journalists are under constant pressure to deliver high-quality content quickly, so it’s crucial to provide everything they need well in advance of your launch. Here’s a checklist of essential materials:
Leveraging Alternative Channels Given the shrinking opportunities for traditional media coverage, brands should diversify their marketing strategies:
Final Thoughts Launching a sexual wellness product in 2025 requires meticulous planning, strategic PR efforts, and a deep understanding of the shifting media landscape. By building relationships early, providing journalists with all the resources they need, and leveraging alternative channels, brands can overcome industry challenges and make their mark. Stay proactive, stay adaptable, and ensure your brand is ready to meet the demands of a competitive market. The key to success isn’t just creating a great product—it’s making sure the right people know about it. For plant and sexual wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html
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 The Official Countdown: Naughty, Nice, and Everything In Between As the holiday season kicks into full swing, the time has come to check off everyone’s name on your "nice" (and "naught-tay") list. While sexy gifts may not top your shopping list for your in-laws or coworkers, the market for intimate accessories has grown up—offering dazzling options that destigmatize self-pleasure and bring joy to those who enjoy the finer (and funner) things in life. Gone are the days when these gifts came with a raised eyebrow. Today’s intimacy products are sleek, sophisticated, and designed with inclusivity in mind. Whether you’re shopping for a long-time partner, treating yourself, or surprising a friend who’s in on the joke, the options are as thoughtful as they are fun. Why Intimacy Accessories Make Great Gifts: Let’s face it - the holidays are hectic. Between crowded stores, endless work deadlines, and last-minute gift wrapping, it’s easy to feel overwhelmed. But that’s where the charm of intimacy accessories comes in. These gifts aren’t just about indulgence—they’re about self-care, connection, and joy. For Your Partner: Whether it’s an AI-enhanced pleasure product or luxurious massage oils, intimacy gifts offer a unique way to prioritize connection amidst the chaos. Plus, there’s nothing like a little holiday spice to keep the season warm. For Yourself: Tis the season to indulge! Treating yourself to a new product is the perfect way to unwind and recharge for all the festivities. Think of it as the self-care item you didn’t know you needed. For Friends (with the Right Sense of Humor): A playful nod to self-care and modern attitudes toward pleasure, these gifts can be both cheeky and thoughtful. Just make sure your recipient has a sense of humor to match! Destigmatizing Pleasure: A Growing TrendThe intimacy market has matured to a place where self-pleasure products are no longer niche or taboo. Brands are focusing on inclusivity, sophistication, and tech-forward designs that elevate the entire category. These products—many of which wouldn’t look out of place on a luxury gift guide—embrace pleasure as a natural and joyful part of life. Keep Spirits Bright This Holiday SeasonWhether you’re crossing names off your naughty and nice list or looking for a way to bring a smile to your own face, intimacy accessories are a standout way to add some sparkle to the season. They’re innovative, fun, and an unexpected delight for the modern gift giver. So, why not think outside the (gift) box this year? After all, the best gifts are the ones that make spirits bright—and maybe even a little naughty. For Her
For Him
For Them
Stocking Stuffers
For plant and intimate wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html  Most of us are busy day-dreaming about the final days of summer, creating lists about what to pack for their final vacation on Labor Day Weekend, running through their lists of recipes that utilize peaches, tomatoes, green beans, and corn, and wondering how long their summer tan will last. However, publicists are busy reminding their clients that if they want their gift sets included in media coverage this fall and winter, they need to get them their photo assets, price points and product descriptions, like yesterday. Many PR firms host some sort of Jolly in July or Christmas in July event to put gift sets on the radar of journalists and editors before they start planning their holiday season coverage. Long Lead Editorial, like print publications run three months ahead of time, and publish the month before. November's issue comes out in October, and they finish putting the magazine together around July and August. There are of course exceptions to the rule, but usually this time of year, print publications are looking towards the end of the year, even if the summer hasn't fully wrapped. Because of search engines optimization and so many folks googling what to buy for their co-worker, mother-in-law, new friend, child's teacher, and everyone else on the nice and naughty list, most of gift guides are online. There could be a little more wiggle room here. Many online gift guides are written between August and December, with some coming up to the final weeks of the holiday season. However, for Black Friday and Cyber Monday, many journalists start tracking sales in the summer for the biggest shopping day of the year. I usually get my first request for these sales in Mid-August, and even then, that's late for media planning for holiday gift guides. While I'm the first one to complain when Halloween Decor comes out in stores while I'm still wearing sandals, and Christmas settings are on sale before I've made my first apple pie of the Autumn season, I'm also the first person to tell clients and brands that they should've starting thinking about holiday gift sets months ago. If you and your team haven't already decided what your Black Friday and Cyber Monday sale will be, make sure you finalize your Black Friday and Cyber Monday sales before you leave for Labor Day Weekend. For plant and intimate wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html  My dear friend and former-client, CPA-turned-High-End Escort Mia Lee famously replied to a commentator when she was told they couldn't believe she performs sexual acts for money that "I can't believe you give blow jobs for free!" Mia is not my only friend who is a sex worker for a main form of income. One day I'm finally going to make good on my promise to make shirts that say "All my Friends are Sex Workers!" Through my work with various play communities, adult products, and being one of the more well-known publicists of the sex tech industry, I've met a lot of sex workers, and they're often some of my favorite friends. Most of them have flexible schedules like mine, so we can do things like take an afternoon off to see each other, freeing up my coveted nights and weekends for self-care. Also, if you've ever been friends with a dominatrix, you know they have the BEST stories to tell. It can be a godsend to have a fellow female business owner to bounce ideas off of, complain about shit clients, and get inspiration from. Sex workers are also rarely bound to society's status quo, a feature my mother always described in me as "She marches to the beat of her own drummer." Talking to friends who follow the typical Get a Job, Get Married, Quit your Job, Have Babies, Raise Babies, and Feel lost when they leave the house, it can often be discouraging to announce your wild ideas. Sex workers are the oldest freelance, predominately female profession. Long before the written word, women were making money from men's desires. And they should! Men often complain about women cashing in on the male gaze. But virtually all women suffer from men's sexual exploitation. Before I moved into my family-oriented neighborhood, I couldn't even go to my god-damn mailbox without being cat-called. Riding the subway, my travel companion is often a pit of fear in my stomach. I'm fully convinced that most women don't need to wear bras but the reason we do is because men can't control themselves. Now imagine every time a man put you in a position of fear because of his longing, you'd get paid? Most women could retire early before the age of 30! Having sex workers as friends has given me a glimpse into their insight and it's one that's changed my own mindset. There is a Value for your Time We have a tendency to think about the expenses paid, but not the value of time. Consider the example of heteronormative dating: a man takes a woman for drinks and spends $40 for two drinks. At face value, the man spent more money. Now think about the emotional labor a woman put into the date: she got ready for two hours, assuming her time is valued at $100 an hour, she spent $200 on that date. Next time you go on a date and spend hours getting ready, make sure you order what you want to order, get the second drink, and do so without guilt. The same can be applied to business. If you're working with someone and have to travel to a gig, or return samples to a client, there is a cost of your time beyond the reimbursable expenses. Sure the client is paying $40 for your Uber to an event, but what about the hour-plus of travel time? Think about the time it costs you as much as as the expense itself. Your Presence Deserves Compensation Escorts are often paid to spend time with their clients beyond just having sex. They'll travel to conventions so that their client will have a beautiful date to explore the city with when they're done with the work day. They'll be their date to weddings, or will give them something beautiful to look at during a work dinner. Women don't often think about the value of their presence, especially for shared events like dinner parties, vacations, work events. "But he's paying!" or "I got this for free!" Yes, but you look stunning which wasn't cheap to achieve, and unless you're the worlds worst date, you're likely livening up the conversation. Not to mention if you put out at the end. You may not want to accept payment for your companionship, but don't feel guilty about requesting something for you. Maybe you want to take a dessert home with you to eat in your bath tub while watching Netflix. Or you want him to take 100 pictures until he gets the right one to update your instagram profile. This can apply to work as well: I often get asked to go to events. Sure, I may be getting a $150 ticket comped, but I'm often asked about my expertise for free. A consultation with me can run thousands of dollars. Often times, it's not worth getting ready for, traveling to, and attending an event if the only compensation is a comped ticket. Protect Yourself I often find myself wanting to say yes when I know I should say no. In the aftermath of agreeing to something that goes against my morals, values or boundaries, I often feel like shit, while the person I said yes to doesn't even realize the personal harm they caused. If you don't protect yourself, your business, your peace, your mental health, your safety, no one else will do it for you, and the other person won't even realize they crossed a line. No is a Complete Sentence and Rejection should be Accepted Gracefully This comes from the BDSM and Play communities. Women especially are raised to be people pleasers. When we set out boundaries, we often find ourselves explaining for hours why we don't want to say something. But no is a complete sentence: you can say no to anything you want or don't want to do! If someone is making you explain your decision outside of making sure they don't violate a boundary in the future, they probably don't align with your values. We're taught in play and kink communities that if someone says no, you shouldn't react negatively to the rejection. Think of those times when you declined a date with someone and they verbally or god-forbid, physically attacked you, or guilted you by turning it against you, "You're shallow," "you're a bitch," etc. When someone says no, that's a final answer and any retaliation is a reflection of the recipient of the rejection, not the one asserting their boundaries. Seek Out Safe[r] Spaces There could be 1,000 rules and hoops to jump through, but if someone is a predator who wants to prey on someone, they will find a way to get in the door. What matters is what is done when boundaries or consent is violated or an assault, either verbal or physical, is committed. This doesn't just apply to queer, kink, or play spaces: conferences, work-dinners, happy hours, networking events are all places where women have felt unsafe, have experienced sexism or have been sexualized. Do the organizers care if someone was mistreated? Are they inviting known predators because of their perceived power? These are the decisions I make when deciding to attend an event for either personal or professional reasons. It's simply not worth the risk of leaving a space feeling worse about myself than when I arrived. There is Always Someone who Aligns with your Desires and Boundaries A close friend once complained to me that her boyfriend didn't want to have sex with her on her period, a time when she was notoriously horny. I replied to her that she could make an Ad online and find someone who would pay for the pleasure of not only having sex with her, but also eating her out on her period. "Tell that to your boyfriend." The same goes for clients. There are clients who don't like my working style. They want a call every week, something I tell my clients will never happen without additional fees. There are publicists out there who offer weekly calls standard and they are welcome to work with one of them. Sometimes we want to work with, be friends or start a relationship with someone where the boundaries just don't align. There can be instances of friends who require certain emotional support we're not prepared to give. Or in work, certain services or requirements that I don't specialize in. It's the universe telling you they're not a person or opportunity worth your time, peace or efforts. Know your Hourly Rate When a freelancer or small business owner complains about lack of money to me, the first thing I do is ask them what their hourly rate is. The way I calculate it is adding up monthly expenses: not just your current expenses but also your desired expenses like savings for future goals like a house or children, savings for emergencies, and vacation money. Once you have that number per month and multiply it by 35% to account for taxes, divide that by the amount of hours you want to work per month. This will help you understand how much time you should be putting into a client, especially those that negotiate down. If your hourly is $100 an hour and a client is paying a monthly retainer of $500, you know to stop working on them after 5 hours per month. If they want more work, well, they can pay you more. The same goes for personal time. Using the same example of $100 an hour, think about if something that saves you money that takes an hour, is it worth it. Think of driving and tolls. You can drive an extra hour to save $20 in tolls. But did you really save anything? That cost you an hour of your time, or $100 you could've made on your business, so really, it cost you $80. There is a Cost for Extras When my clients ask if I can do something they want to do themselves, but doesn't fall under my standard services, my reply is rarely "no." Instead, I say, "Yes, and the additional cost for this is XYZ." As retainer service providers, we want our clients to find value in their investment, and that can be a dangerous water for our time. If we say "yes," without fee, they may take advantage of that whether they realize they're doing it or no. My retainers come with certain services. Anything additional comes with an additional fee. My recommendation for freelancers and business owners is to create an internal services document. Think of everything you've been asked to provide that falls outside of your standard services. Now think about how much money you'd like to make to in order to execute those tasks, using your hourly rate as a guide. Add a few extra dollars to account for the taxable amount, and add it to your service document. This way, when a client asks for additional work, you are ready with the amount it will cost them before you say yes. The same goes for personal relationships. Maybe you don't want to give a blowjob, or help a friend move apartments. What is that person going to do for you to offset the additional labor? You can end the Relationship Anytime you Want If someone is not treating you the way you want to be treated, cut them off. There are other clients, other friends, other relationships out there that better serve you. I notoriously resigned from clients because they weren't being very nice to me or respecting my work boundaries. It can be scary, especially when there's a financial component to the relationship, but it opens the door for opportunities that better serve your goals and peace. For plant and intimate wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html  Be sure to check out the other posts in this series: PR Your Self: Social Media is your Bestie, PR Your Self: What's in a Media Kit?, and PR Yourself: Why a Press Page is so Important Publicists and marketing aficionados alike learn how to position products early on even if you’re like me and were never formally taught. Curating a thoughtful storyline or showcasing relevant expertise requires patience, timing, skill, creativity, and commitment. Most brands and entrepreneurs have hundreds of storylines about them. Not every consumer, editor or investor will find relevance in each storyline. Start by thinking about your target audience and look into the trends of those demographics. If your target is Gen Z, you’ll want to think about getting on tiktok as opposed to an email marketing campaign. When thinking about how to position your brand, you’ll want to do some market research, which sounds fancy but often is just going down a google search rabbit hole. Look at what other brands in your industry are doing. Visually, does it look garish and distracting? Exciting and appealing? What have they done that worked well? What would you do differently? Also look outside your industry. Think of your favorite brands and why you love them. To position your brand to media is a bit of a different line of thinking. It’s basically very intense therapy where you have to ask yourself a lot of questions and be very open with yourself. When I’m working with a new client about positioning them in the media, I walk in with zero assumptions, a lot of research, and having read up on brands in the industry. I call this my Kick-off process, and I’ll walk you through it so you can do it for yourself. Over the course of a two to six hour of kickoff calls, broken up into two or three sessions, I interview a brand’s founders on every aspect of the brand. I start with asking about the brand. During a kickoff call: I'll cover the following topics:
Think about the product or service you’re offering. What are the goals of the product? Does it to save a consumer time? Is it a similar quality but half the price as what’s currently on the market? Is it in a category that usually is not travel friendly but your product was designed to be compact and portable? What makes your product different and better than anything else in the market? These are your value-propositions or competitive advantages. While many of us are raised not to brag, when it comes to positioning and promoting your product, now is not the time to be humble. If you don’t tell your first customers why your product is so wonderful, how are they to know to give you a chance? That said, I always advise against using terms like “best” or “first-ever”. Rarely is something ever the first. Unless you had a lengthy patent and copyright process, avoid First as a descriptor. Consumers and Media alike are immune to the word best. Best is not only subjective, it’s also a filler word that doesn’t really tell you anything about the product. Instead of using best, ask the question “Why is this the best,” and use that language instead. Next I’ll move into the founders’ individual backgrounds. This is where we’ll find a lot of topics for thought leadership. When telling your executive story, don’t be afraid to get raw and bare it all. It’s incredibly fucked up that when a client tells me about a personal trial like battling cancer, suing an ex-business partner, a nasty divorce, losing a loved one, or getting ripped off by a corporate conglomerate, that I have a huge smile on my face. Personal tragedies allow readers to relate to entrepreneurs and incentivize loyalty. We all love to support the underdog. Next I’ll move into the founders’ individual backgrounds. This is where we’ll find a lot of topics for thought leadership. During a founder interview, I’ll ask about:
Ask these questions to yourself and your cofounder and record the answers. Next, spend a little time to write the potential stories up in a document so you can easily refer to it when pitching journalists. Some other notes to keep in mind when creating your brand positioning: Storytelling over headlines There can be only so many articles “Introducing the latest women-led tech company.” Rather than pitching another feature with that tiresome headline, generate unique and original storylines that will pique the interest of journalists. Education over sensation Many brands with low media exposure can feel “all press is good press.” Publicists who sell that notion tend to curate the type of sensational brands that trigger negative backlash in the comments section, and sometimes even in broader published reports. Rather than curating a headlines around the price, a celebrity following, or the sensational reaction, educate the media beyond just introducing the brand. Adding education to your media strategy creates loyalty among audiences who seek brands out for their expertise beyond their product. Media relationships over news blasts Many consumer-focused PR firms have databases containing thousands of press contacts, most of whom don’t cover specific topics regularly but will gladly accept product that may sit in their office unopened for months. Often, brands are startups lacking the ability to gift 50 samples for just a couple of placements in return. Relying on media relationships to create a powerful campaign always produces more ROI than merely blasts information into cyberspace and hopes it intrigues an influential reporter or blogger. Executive expertise over product placements Googling “best [CATEGORY] products” reveals to anyone with an eye the top journalists and writers featuring your industry’s products. Merely placing a product in a roundup of “Ways to get high at a summer festival” doesn’t spotlight the brand as much as coming up with topics and commentary points for executives that fit into news cycles. Think about topics that you’d love to be interviewed about. Think about insight that only you have through your unique experience. For plant and intimate wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html  Media Relations can have a number of results in the form of coverage. There's Let’s take a deep dive into the client- and publicist-favorite type of coverage: the full feature. A full feature about a company or individual can have a variety of angles. I estimate that each brand I’ve spoken with has about twenty-five to one-hundred-twenty-five stories that have the potential to become news coverage. While the topic of a full feature vary, they typically follow a similar format. There’s usually a headline and sub-headline meant to drive clicks across social media platforms. It’s common that the journalist writing the story doesn’t create the headline. Often these are editors and web directors who brainstorm a title that will bring in the most readers and can often be splashier than the story itself. The starting paragraph includes a hook to draw readers in. If the feature is about a product, this hook will be a common problem many experience that the product solves. For entrepreneurial profiles, the hook could be be a compelling story that explains why the founder created their product. Middle sections of a full feature often start broad and get more precise about the subject. A full feature answers Who, What, When, Where, Why and How to readers. The biggest question answered is “Why is this relevant to you.” For every statement made, there often needs to be supporting evidence. This can come in the form of outside experts or customer testimonials. It is also common practice for the journalist to insert their opinion, especially about a product, on the subject. The conclusion of a full feature is almost-always a snappy quote from the subject that finishes the thought while giving readers something else to think about. Littered throughout a full feature are often images of the subject, either taken by the magazine or provided by the brand. It’s rare for full-features to not include images. If given the opportunity to have your picture taken by an outlet, I rarely advise against it. You’ll often be photographed by more expensive photographers than you could afford and who know how to help you pose for the desired imagery of the story. In these sessions, photographers will take hundreds of photos but only publish a handful. After that, brands can often license the unused images at start-up friendly rates. When my clients get a full feature, I’m usually taking my next call from the line at the liquor store, buying a bottle of champagne to celebrate the achievement. For plant and intimate wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html |
