Evolved Novelties Announces 1st Wave of Adam & Eve Products

Oct 30, 2012 7:00 AM PST

LOS ANGELES — Evolved Novelties has announced the first wave of Adam & Eve products since being awarded a PHE, Inc. brand license to manufacture and market the line last July.

“It’s exciting to have a solid first round of redesigned, reformulated products to debut in the first week of November,” Marcus West, marketing director at Evolved Novelties said. “This collaboration is already proving to be a winning combination of fresh innovation and longstanding reliability. Consumers get the best of both worlds with this re-branding.”

First out in November is Adam & Eve’s liquids line, including its “Personal” lube in water-based or silicone; “Forbidden” anal sex lube in water-based or silicone; “Pure & Clean” toy cleaner in spray or foaming; and “Marathon” sex delay spray. The bottles and packaging have been re-imagined by the Evolved design team to boast a new modern clean look with shelf appeal.

“Retailers can feel confident about this transformation,” Cindy Lutz of PHE, Inc. said. “It’s an opportunity to reintroduce consumers to a trusted mega-brand with a cool new look, giving them win-win purchasing power. You know you’re getting a high quality product from the biggest adult brand in the world, but now you’re also enjoying the eye-catching styling of a boutique brand.”

Evolved said it will produce Adam & Eve’s bestselling items with their high industry standards with respect to pharmaceutical grade formulations and inspired packaging, design and marketing strategies.

“Evolved is the perfect home for Adam & Eve,” Evolved President Greg Alves said. “We will shepherd the brand from top to bottom with all the care and attention we put into our own brands. It helps that we share the same philosophy that enhancing sensual experiences is paramount, so all our innovations stem from that purpose.”

West added, “The couples market is blowing up right now as people become more aware of what is available in adult products. Adam & Eve is already a world-wide trusted brand with millions of customers around the globe, and now with their Evolved innovations they will truly become the quintessential adult destination.”

The new Evolved-backed Adam & Eve liquids line begins shipping in the first week of November, and a full spectrum of toys will be available in time for the holiday season.

More Adult Industry News »
About / Contact