October 14, 2009, 12:00 AM

Drugstore.com launches an e-commerce site selling sex toys and products

The new site, SexualWellBeing.com, features merchandise designed to enhance sexual pleasure. To protect customers’ privacy, items ship in Drugstore.com packaging.

Online retailer Drugstore.com Inc. has launched a new e-retail site, SexualWellBeing.com, selling products designed to enhance sexual pleasure.

“Our goal is to provide the best value, selection and customer experience for people shopping for sexual health products online,” says David Lonczak, vice president and chief marketing officer. ‘Initial response from customers has been positive as we are able to offer a broader selection of products on SexualWellBeing.com than on Drugstore.com and look forward to adding products requested by customers in the future.”

Product categories listed on the home page include personal care, sensual pleasures, lubricants and condoms. There are categories “for him” and “for her,” and gift sets.

Reflecting the sensitive nature of the products, text across the top of every page states: “We value privacy. Our packages ship in everyday, Drugstore.com packaging.”

At the same time, the site doesn’t shirk from promoting the value of its products. The site’s tag line is “enjoy the possibilities,” and the central image on the home page features the headline “Your sex life just got a lot more exciting” and offers a 20% discount on orders of $49 or more.

The site also displays links to the retailer’s other three e-commerce sites: Drugstore.com, Beauty.com and VisionDirect.com. Drugstore.com is No. 48 in the Internet Retailer Top 500 Guide.

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