Created in 1987, by the “Laboratoires JuvaSanté”, Intimy had to find a place among the giants already owning the market since the early twentieth century, Durex and Manix. This brand is now n°3 in sexual wellbeing in supermarkets and hypermarkets, with a brand strategy defined and differentiated from its competitors. Intimy defends four core values: fun, quality, complicity and accessibility, because the brand believes that sexual well-being must be within reach of everybody.
To raise its profile, Intimy had to base its strategy on the « soft power girl« , as we can notice with its recent advertising campaign widely broadcast on French channels during after prime time. The campaign, entitled « Intimy, ça donne envie » was controversial because of « running gag », considered a bit boring by the majority of viewers. Summer has always been a window of opportunity for advertising launch of condoms, that’s why Intimy has staked this campaign in 2013, July and August. The ad was composed of 5 briefs spots broadcasted succintly, depicting the unbridled and assumed sexuality of women nowadays. That is why the audience, rather embarrassed, didn’t well received this campaign.
However, Intimy remains undisputed in terms of innovation, as it is one of the pioneer brands. In 2001, Intimy took a major shift in its strategy by launching the first “playful” condoms. In 2005, it was the first brand to market sex-toys in supermarkets. In 2013, Intimy chose to change its image with the purpose of seducing women. Intimy is one of the best brand to adapt its communication and packaging to the sexuality of French women. The target is mainly between 16-35. It is striking to underly that the price remains quite the same, however the logo has changed to become more feminized, with round shapes. This new logo evokes the protection. They wanted to hide the medical side to highlight the fun aspect, now they don’t write anymore « Mercurochrome Laboratories » on the packaging.
Former logo Intimy
New logo Intimy since 2013
More affordable than its competitors, Intimy stands out for its attractive price positioning but a very good quality. The brand meets many needs in a broad range of products (condoms, intimate gels, massage gels, sex toys), while keeping a feminine touch.
Written by J.C
Sources :
– Official website Intimy
– Website Points de vente – Un marché qui ose
– Website Strategies.fr : The soft power girl strategy for Intimy
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