Leading high street pharmacist Boots has revealed that it is launching a dedicated sexual pleasure and wellbeing category online.
It comes as a new study from the brand reveals that 80 per cent of us don’t feel confidence talking about sex, despite more than a quarter (28 per cent) of the nation arguing that sexual wellbeing is as important as a fitness regime.
A further 36 per cent of the nation believe that their sexual wellbeing is as important as their beauty/skincare regime.
But despite the above, just 7 per cent of those questioned prioritise sexual wellbeing in their bid to become happier and healthier compared to measures such as sleep, fitness and nutrition.
In a bit to break taboos around sexual wellbeing Boots will be launching online and magazine content to spark meaningful conversations about sex as well as expanding its sexual wellbeing range with everything from fertility trackers to vibrators and lubes in selected stores and on Boots.com.
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Commenting, Helen Normoyle, Marketing Director for Boots UK and Ireland, said, “Our research shows that 80 per cent of people believe that your sexual wellbeing can increase self-confidence, and nearly 60 per cent of us believe it can improve general happiness.
“But we still don’t feel comfortable talking about female sexual pleasure and intimate health. So, we are using our own communications channels - to help normalise sexual wellbeing as a topic, as well giving customers an accessible way to find out more.”
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Boots is also partnering with Psychosexual and Relationship Therapist, Kate Moyle who added,“Sex is such a central part of people’s lives and has been shown to benefit our physical and mental health, but we don’t seem able to talk about it yet.
“It’s incredibly encouraging to work with a major brand like Boots to facilitate change and give people the confidence to assert what makes them feel good.”
The expanded product range includes everything from vegan condoms to a Love Honey vibrator and massage oils.