← Coffee N° 5 with Lara Schmoisman
Coffee N° 5 with Lara Schmoisman
Breaking Taboos in Sexual Wellness: The Future of Women’s Pleasure with Maria Warrington
00:25:39
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Foreign.
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This is Coffee number five. I'm your host, Lara Schmoizman. Hi, everyone. Welcome back to Coffee number five. And today we're gonna get a little spicy. We're gonna be talking about things that not everyone is talking, and it's hard to put it out there sometimes. So actually, for me, it's fun. It's actually fun. I love the challenge. And let me tell you a story. My first client when I started the agency was Edie. And if you don't know what it is, look it up. So today I want you to meet Maria Warrington. Welcome, Maria.
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Thank you so much for having me. Happy to be here.
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You are the CEO of Beacon Brands, which has a lot of brands inside. But, I mean, I'm sure you guys know plus one, which other brands, Maria, you have. Yeah.
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So we have three big brands that are out in the market and leaders in the. In their categories, respective categories. So plus one, which is the number one sexual wellness device brand in the US that is, you know, our pride. Our pride brand. But we certainly don't ignore our other two brands in the beauty space. So Plum Beauty, which is facial skin, tools and appliances. Also a leader in their category, Palm Perfect, which is women's electric shave, the number one women's electric shaver in the
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B
U.S. you have a lot of number ones, which is amazing. But they are all. I mean, I want to talk for a minute about +1, because this brand didn't start. Now that is a little more open. You guys been working in a very cage category with a lot of roadblocks. So tell me how was for you to come to this brand and say, okay, you cannot do, marketing wise, it's very limited what you can do.
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Yeah. So when I originally came to the business about 4x, actually four years to the day is when I started with.
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Congrats.
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Yeah. You know, I. It was. It was interesting because I would say that the momentum behind the category even four years ago was pretty, you know, dramatically different. And when I say momentum, it was some of the openness and some of the. The cachet and taboo was starting to really feel like those. Those walls were breaking down and. And we were able to see a really exciting path forward. And unfortunately, over the past, you know, four years, some of the political and kind of cultural environment has become a little bit more difficult as it relates to the category. And some of the taboo has built back up and the restrictions in, you know, the marketing, I would say space, fear, or the digital world of marketing around sexual wellness for women has completely, you Know, really not grown with, I would say, a lot of people's acceptance and desire for that. And there's a lot of restrictions around sexual wellness or pleasure for women. And the way it's defined by some of the specific, you know, digital but, you know, policies is that you can speak about a medical problem or a medical situation for a woman as it relates to sexual health, but you cannot speak about their pleasure. And so it's kind of a, you know, an unfortunate situation where you have, you know, a lot of new options and so as well as just conversation to be had with women around their pleasure and how they feel about it that are just unexpected able to be had in the digital world because of some of these restrictions. So it's really unfortunate that we haven't seen as much momentum as we really would like to in this world.
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But what is very exciting for me as a marketer, and I think that you'll personally love the challenge is that to have to find another ways to get award out there.
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Yeah. We do say that we. Everyone on my team is a problem solver. And some of the roadblocks that you would never believe you would encounter, you encounter. I mean, even today day we've been working on trying to knock down the doors of a brand that is in a pretty, you know, interesting space that I would say is. Is pretty close to sexual wellness and we believe would have been a great adjacent partner. We've been working for years to try to get that conversation and in the door. And we got there, we had the conversation, a lot of excitement. And then the ultimate answer was, we're not ready for this. Yeah. And it was an absolute heartbreaker, right. That we are still facing the stigma and the taboo. But so what we will do is we will find another way, right. And we will continue to, to find options and to find new roads to make sure that we are delivering the message which we want to do, which is that pleasure is wellness and wellness is pleasure. And how can we.
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Do you think that is because of a taboo or people in the United States have a stigma against pleasure or you think is because something bigger that they don't understand it, the wellness in the pleasure.
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And so it's a combination. I think it's a combination. I think there is certainly the misunderstanding, right. When you think about what, you know, I think at the, at the most simple, you know, medical level, right. When a man, yes. Experiences an orgasm, oftentimes that could result in, you know, procreation or reproduction. So that is a very like, clinical explanation. But for a woman, it doesn't necessarily always have to, it won't necessarily always result in, you know, reproduction. What a woman experiences an orgasm or pleasure. So sometimes that confusion around what is medical versus what is not medical, you know, creates this overarching, I'm going to put one or the other in, in a specific bucket. So I think that just at a very high level is misunderstood. And unfortunately, the lack of research in what female pleasure and orgasm can actually do for overall wellness is under, not only under research, but, but also under communicated because of some of that taboo.
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B
Yeah. But also let me ask you a question, because right now there is. We enter a new space that is not about pleasure. And you mentioned it before, it's about wellness. And you guys are even launching a whole new line about wellness. So how can you mix the two walls? And what are, what do you know? What do we know today? That. And also there is a new space that we're starting to see more and more. That is Menopause.
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A
Yeah. Correct. Yeah. So what we have done with plus one, which, you know, again is, is when you think about what we, what we build is we, we build the most accessible yet, you know, wonderful quality product, sexual wellness devices, or the majority are vibrators for women. And so we have this opportunity to expand, expand and to reach women in more ways than just through devices. And so what we did is we've expanded our product offering to reach women through their symptoms, whether it be with pleasure or health or wellness concerns. And oftentimes some of those, you know, health concerns start to creep up when women are approaching a perimenopause age, which is around 35 to 40. And the symptoms we're talking about, which often lead to maybe lack of the ability to have pleasure or the lack of feeling in the mood, if you will, are, you know, they have trouble sleeping, they are tired the next day because they haven't been able to sleep through the night. They may have, you know, vaginal dryness, which happens, you know, can happen at the ages, you know, even around, you know, 40 years old and may last 20 years. They have lack of libido, which is generally a hormonal, you know, change in your hormones. So your testosterone is, is starting to reduce, your estrogen is up and down, and lack of libido is, is a, is a concern. So what we've tried to do is, is think about why are women not experiencing pleasure or sometimes feeling that lack of libido and how can we support women in non hormonal and clean Ways to get them back to a, to a place where they are excited about, you know, self pleasure or pleasure with a partner.
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I personally think that the market had changed a lot in the last few years because the economy has changed, political climate had changed. So we also see from the marketing side that there are a lot of people that they want more problem and solution. They want also everything became a little more immediate and they want to have a solution. And I think people are a little more open to ask questions now.
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Yeah, yeah. I mean we definitely see it with, you know, everything we do with plus one. And people get so excited when I tell them what I do and what we do and what we're trying to do. The. I would say the overall excitement around the category is still there. It's the taboo, I mean, it's the education and the taboo around what sexual health and sexual wellness can do for people in all parts of their lives. But I think learning more about the science behind it is the first step. And then in terms of helping support, you know, we always say with our plus one devices, you know, when it's working, right. It's pretty obvious when, when our device is helping you in, in that way. And so what we're trying to do is just continue to figure out ways to, to bring that joy, which is ultimately, you know, it's a serotonin boost. Right. Bring that joy and that feeling of pleasure and happiness to happen more often for women.
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But not even serotonin. I mean, the serotonin affect other con. Many other conditions, even stress, migraine, so
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many other things, so many other conditions. Sleep, stress, irritability, mood, overall relaxation in the body, cortisol control. So there's a, I mean, there's a multitude of parts of the way that the body works that this is obviously, I mean, it's what nature created. Right. So there's a reason why there's an existence of, you know, the concept.
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So how challenging is for you to communicate and to explain this to your consumer?
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Yeah, I mean, think of, you know, if we just think of a simple, like we want to. If we want to run an ad, Right. If we want to run an ad on a social channel, we have to make sure that the language we are using is really kind of watered down so that we're not being too forward with the language. Because oftentimes just using the word vagina or using the word clitoris will get you taken down. Yes. So we have to be extremely subtle. We also have to really be subtle with our devices and the sexual Wellness, you know, the physical being of the sexual wellness. The photography has to be right. It has to have a. Almost like you know what it is, but you don't know what it is because that could potentially flag something. We have to be careful with how we speak, you know, even in events. Right. So the, the right language because oftentimes there could be somebody who might be offended. So you're always trying to use the right language and sometimes censor yourself when you're, you really just want to speak the truth, right. And you just want to be able to be honest. So it shows up in almost every part of our marketing. You know, we. The. The problem solving solution of how do we get our message out without being too forthright because of those restrictions that exist is con is a constant everyday battle.
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How can we get to a point that this is recommended as a device for wellness?
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How far from there? So one of the things we continue to do is, you know, when we think about our community, it's obviously our customers and our, and the people who are using our product every day. But we are, we've really created a community with sex therapists, medical professionals, doctors, OBGYNs. And so we've created a wellness collective on, that's essentially on our board to help us with that message. Right. And they are constantly working with us on product development with what's going to be safe for use, what is going to be the most beneficial and really getting, I would say the word, you know, really just joining. There's a lot of doctors right now who are working to continue to break that taboo, talk to their patients about it. And it shows up in both the, you know, I would say the medical community, but also in the, you know, psychology and therapist community of explaining to, you know, people what pleasure can do for people in their holistic life. So we are just trying to work to build that community across, you know, all our consumers, but also experts in the field to continue to bring that message to people.
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That's absolutely needed. But what do you think that it will be a next step as a culture? Basically, because I, I come from Latin America where believe me, we're a lot more open about talking about these things in Europe too. So what's happening to us as a culture that we are so deprived of this conversation?
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I mean, I think it continues to be, you know, I want to get too political here, but I think there is, you know, over the past, you know, five or so years, this kind of division and you know, what is too open, what is not too open. And maybe a bit of a reversal in that we were, I think, making a lot of progress as a society to you know, be really, you know, explicit around equality and explicit around, you know, self freedom and self identity. And it almost, I think, is this. This conversation of were we going too fast, that people weren't ready for it. And so there's almost been a backlash of conservatism in the. In the society. And so, you know, I think it comes down to just breaking down some of those, like, left, right, he said, she said, almost like conflict that is starting to exist. And really just what is. What is right? What is the best for people? How are we going to make people happier and healthier and prosper versus a battle of kind of what is right versus wrong? Yeah.
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But also there is this mentality of sometimes putting something inside down there.
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Yeah.
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It's. How can we talk and how can we explain people that it's okay to put things down there and that it's okay because they are proof that there is testing that they've been done. It's not.
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I mean, I think some of it too starts with, like, sex education with. With kids is that there's been almost, you know, there's. There's some statistics about the lack of sexual education with children. And when you do have the sexual education, it is predominantly around kind of the medical part of it and what transpires for reproduction versus the pleasure side of it. Right. And so children are often taught that side versus the pleasure side. So I think it's even starting with sexual education and breaking it down for people as they come into kind of their sexual self, which is, you know, through adolescence and obviously early adulthood.
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I want to switch the conversation a little bit. Normally I go the other way around, but I was so excited to talk to you. But how did you get here? I mean, running a sexual wellness company and also as a woman, I'm sure that it's a challenge in many.
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It's quite challenging. So I. Yeah, I have, you know, I have a interesting story that I tell. I was in footwear for many years, and I ran really mostly finance organizations for several different footwear brands in the Boston area. You know, I was getting to a point in my career where I was, you know, thinking about what. What is the next step? I've always really been passionate about health and wellness as well as the beauty industry, and was starting to explore my potential next role. And I got a call from a recruiter who, you know, I tell the story is, you know, it took about A half hour into the call for the recruiter to actually tell me what the company he was looking for a CFO for into the call. And I finally, at the end, I'm like, I have to get to another call. Can you tell me what the company does? And so he said, sexual wellness. And of course, at that point in my life, I was like, hung up the phone and I said, sounds interesting, but not for me. Like, you know, this isn't for me. And this recruiter was wonderful. And he kind of just kept at me. And we continued to have conversations around what the brand specifically plus one, was doing. And it was an interesting time in my life. It was pretty like close to right after I turned 40. And I had started doing some exploration with my hormones and working with some functional medical experts around, like, hormone testing and how I was feeling. And I was going through some of those perimenopausal changes and starting to really research from a personal level. And as I started understanding sexual wellness through my research for this job, I started learning about it. And I tell this story. I had never used a vibrator when I had got, when I received this call or when I took this job. And I. I didn't use a vibrator, not because I had anything against it or not because it was something that I didn't. Didn't believe in. It was because it never came up in my life. I. It wasn't something that was talked about. It wasn't something that, I mean. And I'm verily open with my friends. We talk about sex, we talk about all of those things with our partners. And it just wasn't something that any of my friends or I were doing or using. And I was like, this is really strange. Why is that? And again, I started just doing more self exploration as well as exploration into the category and the opportunity that exists and, and the why behind that. And I would say became a convert quite, quite quickly. And so the opportunity started to become really exciting. And so I decided to take the jump from footwear to sexual wellness and beauty.
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Yeah. So how do you. The messaging is different from beauty to sexual wellness? What do you think that the consumer is looking for a difference there?
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Yeah, so we, we definitely have. There's definitely a lot of similarities, but there's also differences. Right. And the similarities, I go back to, what do women want? Like, at the very, very basic level, what do you want? You want to feel good, right? You want to feel good, you want to feel comfortable, you want to feel healthy, you want to feel Loved. And so both sexual wellness and beauty can help a person feel good, right? And so we think about it just from the very basic of that level. And we also use, you know, our name, our brand name, plus one. What does plus one mean? You know, and it can lend itself to so many different things, right? It can lend itself to being a partner, a spouse. It could be a best friend, it could be, you know, a aunt or, you know, a family member. Like what is a plus one? It could be your vibrator. The plus one could be your lipstick, your favorite lipstick that you use. And so we really always try to go back to our brand name. And what does that mean? And how can being your plus one one for life show up, right, from kind of your first maybe experience with self pleasure to, you know, when you are, you know, in your 60s and you're trying to understand why all these changes have happened and how do I get back to a place of maybe intimacy with my spouse? And so how can we show up through all of those life stages and really be your plus one for life?
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Yeah, that, that's wonderful. So what do you think that is coming next to the industry? Because I see there are more events about wellness before. I seen a few years back that the only wellness and sexual wellness that you guys had to be showing was more about, more niche, not even about wellness, was about pleasure or more kinky somehow. But now I see that the world is opening, at least there are people opening more, there is more events about sexual wellness. Sexual wellness is a category in retail. So what's next for the category?
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So for us, it's really about continuing the conversation, continuing to have conversations with everyone we meet about the taboo that still exists and how we can in a very responsible way be able to educate people around sexual wellness and who, and. And the results of having a great, healthy, you know, sex life can do for you in all of your areas of life. Be a better, better friend, be a better spouse, parent. You'll just feel better for yourself, right? And so every, every conversation we have is about how can we continue to get that message across. You know, I really think the next phase for us as well is for as a brand we have this opportunity and we're beginning to really blur the two together. Pleasure and wellness, and they belong together. And so we're starting to see some really exciting momentum with, for example, some of the retail as well. Ulta is now leaning into the category, which has been really exciting to see and we are looking forward to, you know, seeing this category. Come to life. And I always say any step forward for the category is a step forward for plus one. Right. And that really I think belongs in.
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And I think for, for all women.
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Yeah, exactly. And for all women. Right. So I'm so excited to see the reaction. It's already out there and I've already heard some great things about, you know, the ELTA community. Obviously we're in all the points of distribution in the mass space. So Walmart, Target, CVS, Walgreens, Amazon, our Myplusone.com there's many places you can go to find our product. And it's an everyday, it's an everyday opportunity to reach a customer, to bring this joy to them. And so the next step is just to continue to break down those taboos so that it isn't something that we have to be worried about talking about and that it's just going to hit us in all, in all parts of our lives.
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B
That's a great way to put it. Well, before we go, Maria, I have one more question for you.
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Yeah.
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How do you drink your coffee?
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I drink my coffee with either oat milk or a non dairy vanilla like creamer. So an oat milk like vanilla flavor. So if I'm out at a Starbucks, I'll usually just do either an oat milk latte or coffee with oat milk. But then when I'm home I have different. Khalifa is one brand which is just like an oat milk vanilla flavor.
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B
Gotcha.
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No, and I really enjoy though when I'm in Europe or summer, I do enjoy like a full fat milk cappuccino.
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Yes.
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That's usually just like when I'm somewhere.
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That's a guilty pleasure. Yes, exactly. If you're going to be in Europe, you need to take the real coffee.
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Yeah. You just know non dairy milk when you're in Europe. Yeah.
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Yes. Well, thank you so much for being here today. This was fun and I'm glad that we talk about something that normally we cannot talk.
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Yeah. Wonderful. Appreciate it.
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And to you guys. I will see you next week with more coffee number five. Find everything you need at larashmoisman.com or in the episode notes right below. Don't forget to subscribe. Was so good to have you here today. See you next time. Catch you on the flip side. Ciao. Ciao.