G-Hot Q&A: What does it take to start a s8xual wellness brand?
Melissa Vitale of MAVPR gives us the goods on what it takes to make a brand pop.
[This newsletter will always be free to read, but it’s also how I supplement bills and such - which allows me the flexibility to bring you the best possible sex education every week. So, if you like what you read, please consider a paid subscription.]
Hey babe,
On this month’s G-Hot Q&A, we’re joined by Melissa Vitale. She is the HBIC of sexual wellness public relations and she is here to tell you how you create and promote a truly STUNNING intimate wellness brand.
Melissa is the owner and founder of MAVPR, the First PR Agency for Plant and Intimate Wellness, Creator of PressBoxx, a streamlined public relations service for the cannabis and adult industries.
Enjoy!
Q: What made you want to be in PR in the sexual wellness industry? Tell us a little about your journey.
A: In truth, plant and intimate wellness found me: I chose PR because I hoped to be the real life Samantha Jones (and I was also battling grief, depression and an undiagnosed learning disability in university and didn’t know what I wanted to do so I took the same classes as my friends which was communications). I had a wonderful mentor at the second PR agency I worked at; we focused on cutting edge startups. We launched the now-behemoth coworking space Industrious. I accidentally organized a stunt that crashed a $1M prototype of a three-wheel car on live broadcast…. And the client LOVED it! Then my mentor passed and I tried to find a suitable PR firm but none were doing what Jim Dowd and I did.
What do boss babes do when there’s a market gap? I started my own agency. I’ve always been sex and cannabis positive and I immediately attracted brands in those spaces. Once we started getting sex clubs in cover stories, more brands came calling.Â
Q: What is your goal in this industry?
A: At MAVPR, our mission is to educate through storytelling in media coverage in a way that destigmatizes taboo subjects. We prefer an explanatory approach to sensational click-bait. My goal is for ever reader and consumer to understand that there are alternative options to wellbeing outside of the status quo. Maybe name-brand prescriptions have failed your health goals. There may be compound or plant options that better suit your lifestyle. Or maybe you’re overwhelmed with trauma - there may be natural solutions or an intimate product to help you overcome that emotional injury.Â
Q: What do you think other publicists get wrong about sexual wellness branding?
A: I’ve seen a lot of sensational click bait. It’s very easy with taboo topics to get a splashy headline but those articles don’t typically resonate with readers in a way that they actually want to engage with a company or product. I’ve also seen publicists stretch the truth in a way that lies to consumers.
Sex wellness brands turn to PR because they can’t advertise like most consumer packaged good brands. They need thoughtful storytelling to turn readers into customers. Clickbait and false presentations won’t do that.Â
Q: What does it take to make a sexual wellness brand really pop?
A: For a brand to really make a splash on the consumer market, there needs to be timeless yet modern design. While I’ve seen people go gaga for millennial pink and Pantone color-of-the-year toned toys, these models are often fads that fade into the background. Brands with themed designs that match their cutting edge technology are the ones that last longer than one good selling season.Â
Q: Anything else you think the G-babies should know about sexual wellness and branding/PR?
A: Most of your favorite sex wellness brands are often a lot leaner than you’d assume. If you leave a comment raving about a product or concerned about a function of a company, it will likely end up being viewed by a CEO, Chief Marketing Officer and more.
For small businesses, a great comment can mean the world to the dedicated leaders of the company and can help other customers decide if this is the product for them. Since there’s not a lot of stores nationwide where you can try and touch a variety of sex toys, comments help customers make purchasing decisions as much as it helps brand leaders decide new focuses for the company. If you love a product, drop a comment on the website.
I hope you enjoyed this month’s Q&A. If you did, please like the post <3
This week’s mantras:
I can do anything I set my mind to.
Pleasure is the measure.
Sexual health is sexual wealth.
I love you. Have a great week!
XOXO Auntie Gigi
That’s it for me this week, pals. I love you. Don’t forget to drink some water today. And take a moment to appreciate pleasure - not just sexual - what did you enjoy today? What made you grateful? Take a deep breath. You’ve got this.
