An Unexpected Consumer Truth: 84% of Lingerie Ad Viewers Are Men.
The star of this data is Avidlove, a cross-border brand making $870 million annually.
1. Sexiness: No Common Ground
Many think of the West as more open, but in reality, it's extreme—extreme to the left, extreme to the right.
The topic of "sexiness" is one of the most controversial debates in the West.
On one side, the "freedom-first" crowd. They view sexiness as a right, advocating for clothing freedom, body exposure freedom, and gender identity freedom. These are concepts we can mostly accept.
However, don’t jump to conclusions just yet.
This group’s philosophy of "my body, my choice" includes legalizing public nudity and commercializing industries like pornography and surrogacy.
Do you still agree? Perhaps it's too ahead of its time?
On the other side, conservative factions, largely religious, oppose premarital sex, homosexuality, and even contraception, believing that life begins at conception.
There are also those who simply oppose changes, like anti-porn or anti-public nudity. It's two opposing extremes: one group advocates extreme exposure, while the other imposes restrictions on it.
Lack of consensus is still a form of consensus. Due to their wild pursuit of different paths, the West has developed a very diverse sex culture.
Some focus on performance, others on extreme passion, while some prefer classic designs with a bridal aesthetic.
2. Desire Landscapes and Commercial Focus
The consumer base is layered, and desires are fragmented. So who is the most profitable target audience?
The adult product market is divided into four segments.
First: Basic Market
“Food, sex, and desire”—the core consumers here are beginners, with no particular aesthetic or functional preferences. These products focus on visual stimulation, “see it, get it.”
Although the numbers are large, beginners are often price-sensitive, and their repurchase rates are low. To capture this market, businesses need strong supply chain capabilities and focus on ROI rather than LTV in the early stages.
Source: Lovehoney
Second: Fetish Niche Market
Consumers here actively pursue specific stimulation. They have their own rules, language, and even aesthetic systems.
For example, the movie Fifty Shades of Grey serves as inspiration.
In business, every niche market has its own lucrative secrets.For instance, SM, Dom/Sub, humiliation play, and uniform seduction...
Source: Lovehoney
These consumers are willing to spend a lot on customized items, even something as specific as different materials for whips. Understanding their search keywords, community interactions, and content preferences enables businesses to build long-term, stable income, not just short-term ROI.
If you know about these niche markets, feel free to share your insights in the comments below. We promise not to judge.
Third: Traditional Newlywed Market
Do conservative people avoid adult products? Not necessarily.
Despite historical trends of abstinence, modern mainstream Christianity has shifted to recognize the positive value of sex within marriage. Therefore, conservative young couples seriously prepare for their honeymoon night, investing in everything from specific lingerie to scented candles—viewing sex as a sacred ritual.
This group may appear conservative, but they are willing to spend more for a "pure, safe, and exclusive" experience. Others pay for love, but they pay only for pure love.
Source: Victoria's Secret
Fourth: Role-playing Entertainment Market
This includes cosplay, some LGBT+ individuals, and cross-dressers. For them, role-playing is a form of self-expression.
They might love anime characters, viewing clothes with specific elements as extensions of their fantasies. Some cross-dressers, or men who identify as female, wear lingerie made for women. This creates highly specific product demands.
Source: GoodsFox
3. Brand List for Reference
Due to space limitations, we can’t cover every niche market in detail, but here are two categories of brands for reference. You can explore these further or use GoodsFox to analyze their marketing strategies.
First: Mainstream Lingerie Brands
These are brands driven by mainstream aesthetics.
Some brands feature plus-size models, offering "plus-size options," though most models are merely slightly overweight rather than truly plus-sized. This is understandable since the brand aims to convey an inclusive message that "all body types can be sexy" while staying within mainstream boundaries.
Reference brands: Avidlove, Lovehoney, Cuup, Savage X Fenty.
Source: GoodsFox
Second: Sex-Oriented Lingerie Brands
These brands are all about the direct connection to sex.
Their websites, product images, and model poses all emphasize sexual suggestions and role-play scenarios.
Reference brands: Yandy, Bluebella, Honey Birdette.
Source: Yandy
