Philips exploring the more “intimate” sides of experience design

Here some excerpts from today’s press release:

Philips launches new category of ‘Relationship Care’ with intimate massagers for couples

Royal Philips Electronics (NYSE:PHG, AEX:PHI) today announced the launch of a new category of ‘Relationship Care’ with the introduction in the UK of a range of products designed to enhance couples’ sexual well-being. These products will specifically target a new and previously unaddressed market of consumers in the 35-55 year age group who are open to using intimate accessories. Philips will sell its ‘Intimate Massager’ range in the UK through selected high street retailers i.e. Boots, Selfridges of London and Amazon.co.uk. […]

The category is being launched following extensive market research. In the UK, research showed that 35% of adults would consider using an intimate accessory with their partner if it were designed for couples rather than being meant for individual use. Furthermore, studies showed these adults would be more likely to try such products if they could buy them through more accessible and – what consumers perceive to be – less embarrassing retail channels.

The first product launch from the Relationship Care category is a range of ‘Intimate Massagers’. These have been designed to be tasteful and stylish in their look and feel, creating an appealing product for consumers that can be sold by mainstream retailers. Philips’ Intimate Massagers are also the first non-penetrative stimulators designed for partners to use together.

Read full press release