Kinky Sex is Out; LELO Announces 2014’s Hot New Sex Trend as the Vanilla Revolution

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The world’s leading luxury brand for sex toys takes a cue from their vast and loyal following

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Following 2 years of ever kinkier liaisons between the sheets, LELO has predicted a shift in couples’ attitudes the world over, as the hot new trend in couples’ sex lives for 2014 is set to be the ‘Vanilla Revolution’.

LELO, the world’s leading luxury brand for sex toys, says sales figures show that the Fifty Shades phenomenon has begun to drift to the back of couples’ minds, as Christmas shopping patterns on LELO Pleasure Objects reflect how perceived ‘kinky’ types of exploration witnessed in 2012 and 2013 are actually subsiding. What is taking their place is a greater focus on sex toys that bring a longer-term investment in intimacy between partners.

LELO sales were tracked across its top 20 leading markets from October to December 2013, ahead of the launch of the new LELO Global Sex Survey 2014.

LELO cites the following trends to explain the ‘Vanilla Revolution’:

  •     Sales of BDSM accessories such as whips and teasers reached a plateau in the last quarter of 2013 compared with a 50% increase over the same period in 2012.
  •     Sales of premium couples massagers and vibrating couples’ rings worn during intercourse have increased by 82% compared with the same period last year.
  •     58% of global toy owners expected to use premium personal massagers with their partner up until September 2013, compared with 72% in the last 3 months of this year.

Steve Thomson, LELO’s Global Marketing Director, said: “No one can deny the huge impact that Fifty Shades of Grey had on the intimate lifestyle industry, and LELO was one of the global brands to benefit from this shift in attitude through 2012 and 2013.”

“What is fascinating from this data is that customers are making longer-term investments that bring more regular pleasure to both partners. Roles of submission and domination have gone through a “Vanilla Revolution”, to focus less on bondage and novelty, but rather on premium products that can be shared regularly, to enhance our daily sex lives.”

For those unfamiliar with the term, a couples’ sex toy can be considered as an intimate massager suited specifically to enhance foreplay or intercourse, and does not feature the phallic designs typical of so many sex toys currently on the market.

A case in point is LELO’s newest release Ida™, a LELO’s couples’ massager that is worn by women during lovemaking to increase pleasure for both partners. It provides pleasing external vibrations to the clitoris, while a portion worn internally rotates to gently massage and stroke against her G-spot and the underside of his penis.

For foreplay, couples are turning to the remote-controlled Hula Beads™ where the lower bead vibrates within the vagina while gentle rotations provide subtle massage strokes to the G-spot. Couples even have the option to create their own stimulation patterns through movements of the wireless remote.

According to the 2012/2013 LELO Global Sex Survey, almost 60% of couples had used sex toys together, and with the launch of LELO’s new survey in January, -- planned to be the world’s largest-ever-- the company hopes to shed more light on the sexual wants, needs and habits of men and women everywhere.

The 2013 LELO Global Sex Survey will launch in early January 2014. For more details, please visit

Retailers interested in stocking LELO products should contact [email protected] All media inquiries can be directed to pr(at)lelo(dot)com directly

LELO is the world's leading designer brand for intimate lifestyle products. On launching in 2003, LELO transformed the look, feel and function of how personal massagers were perceived, and now applies the same commitment to quality and innovation through luxurious bedroom accessories, massage oils, soy massage candles and a premium line of silk intimate apparel. LELOi AB is the Swedish company behind LELO, and also holds the PicoBong brand under the LELO group, where offices extend from Stockholm to San Jose, from Sydney to Shanghai.

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Pamela Wadler
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