K-Y: Yours, but not Mine

I’ve been doing some research on K-Y Brand lubricants and stimulants on the brand’s website recently. This investigation began after seeing too many of their “Yours and Mine” commercials, which really irk me, but I couldn’t quite figure out if this was just because they were heterocentric, or if there were more deep-seated reasons I disliked these ads.

An example of one of their ads. Many more can be found on utube and on the product’s site.

 So I took a look on their website, www.k-y.com. I learned that they have been making lubricants since 1917. 1917! They make gels, warming liquids, jellies, and now even a mist-able lubricant. As I kept looking through the website, I realized that I wasn’t finding any sex, although I was finding many references to both the act and the word. In place of “sex,” “intimacy” or “intimate acts” is frequently used.

K-Y also makes vaginal lubricants, so “vaginal” appears irreplaceable, but I couldn’t find “penis.” When referring to applying the lubes, Yours and Mine states: “The blue goes on him for an invigorating sensation. The purple goes on her for a thrilling sensation.” Besides being quite gendered with their blue and purple bottles (at least it’s purple and not pink!), they don’t actually say where you put them. I investigated further and found more information about “Intense,” the purple/women’s side of the product.  In “About K-Y Intense,” I learned that Intense is not in fact a lubricant, but a clitoral stimulant (and yes, they did use the words “clitoral” and “clitoris” multiple times on this page). The page went on to further explain that, after conducting market research the company realized that their customers wanted a female-centered product. Thus, Intense was born.

I applaud K-Y for making a product specifically marketed towards women’s pleasure, and further recognizing that women can and do enjoy sex. But I’m still bothered by their marketing technique. Why do their television ads ALL have to be heterosexual married couples? Why can’t they also have one where a woman simply talks about what Intense does for her? There’s no reason why the product cannot be used “intimately” by yourself.

Finally, I urge you to take a look at “The Reaction Room” on Intense’s product page. This is an interactive bedroom that lets you release drops of Intense onto inanimate objects which then come to life in, in my opinion, frightening ways. The bunny slippers multiply. The lamps shake and then burn out. The volcano erupts. The plant blossoms. And so much more. I do not know what to make of this. It is bizarre. Please enjoy.