Recently, many brands selling adult toys and lingerie have ventured into live streaming on platforms like Xiaohongshu (Little Red Book or RED), with a notable increase in female-oriented products. These live streams, much like those for beauty and fashion, are brightly lit and tastefully designed, with hosts discussing various products as if they were ordinary household items.
These sexual wellness products often have playful names like “rabbit” or “seal,” and discussions replace anatomical terms with euphemisms. If one doesn't listen closely, it might be hard to identify these products as sexual wellness items at first glance.
A Changing Landscape for Sexual Wellness Products
Historically, marketing sexual wellness products on short video platforms was strictly prohibited. Late last year, Douyin (China's TikTok) allowed adult product categories on its e-commerce platform but limited them to shelf listings without live streaming privileges.
This year, several e-commer...
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