Lovehoney is planning a fresh push for its Fifty Shades Freed products to tie in with the movie’s DVD release. Sales of the official product collections Lovehoney has released for all three books are up by 21% in the last year.
The movie’s launch around Valentine’s Day in February was a big sales driver with the Fifty Shades Freed Wand Vibrator and Knicker Vibrator both seeing a 500% uplift. Products from the first Fifty Shades of Grey collection are still selling well and demand for the Please Sir Flogger leapt by 1,100% following the latest movie. The Fifty Shades Freed collection has been supported by retailers right across the globe with special in-store events to capitalise on the popularity of the movie.
At the two Harmony stores in London, window displays helped increase sales of the products by around a third. At Kondomeriet in Norway, a special month-long promotion aired in cinemas received more than 15,000 responses in the first two weeks.In the US, Lion’s Den organised a cinema promotion featuring 6 billboards on main highways in Ohio for the products. Further Freed promotional events supporting the Lovehoney products were held in the UK, Ireland, Lithuania, Sweden, South Korea, Ukraine, Australia, Switzerland, Netherlands and France.
Laura Wood, Lovehoney Sales Consultant, said: “The Fifty Shades phenomenon is still going strong more than six years after the release of the books and it remains the best-known sex brand in the world.The cinema release of the film drives sales of the product range, with the DVD release a few months later providing renewed interest. We are very lucky to have such fantastic retail partners all over the world who have really helped to push the products with exciting in-store displays and eye-catching promotions. This week’s DVD release presents a fresh opportunity to generate more sales not just for the Freed products but also the earlier Fifty Shades Darker and the original Fifty Shades of Grey collections which are both still selling well. We have loved working exclusively with E L James on all the collections and she approves all the products.”