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PULSE is both a next generation male

solo toy as well as a great couples toy.
H ot O c t o p u s s pre s e n t s a n e w a nd un iq ue life s t yle p ro duc t Hot Octopuss has developed a new love toy f o r c o u p l e s , a n d t h e Lo n d o n - b a s e d b r a n d hopes to revolutionise the market with this new product. The name: PULSE. The creators of this product: Adam Lewis and his business par tner Jules, who are also the founders of Hot Octopuss. They are confident that this innovation will create a similar stir in the market as R a m p a n t R a b b i t d i d a f e w y e a r s ago. EAN asked the two businesspeople for an interview to learn more about this new product. And we found that this t o y c o u l d i n d e e d b e c o m e l e g e n d a r y.

The f o u n d e r s o f t he H ot Oc t opus s b ra nd a nd i n v e n t o r s o f PU LSE : J ul es a nd Ad a m exclusive

hy did you decide to develop a love toy? Do you already have experience in this field, or with the

Did you examine the available products on the market before you invented your own love toy? What struck you as particularly interesting about this market, and more importantly: Where did you see room for improvement? Adam Lewis: We looked long and hard at the current market to see what was on offer. Firstly we looked at the male market, and other than a few exceptions, the products available seemed surprisingly limited. Those that did exist seemed rather simplistic and in our mind lacked innovation. The concept that most of these toys had been based on i.e. masturbators had changed very little over time and alternatives such as toys that worked using vibrations were rare and often lacked sufficient power to be effective. Whilst womens toys had become more beautiful, scientific and thought out in design, it seemed that the male market had to some extent been neglected. The market was crying out for a new male product. We then turned our attention to the couples

subject matter? Adam Lewis: The idea for PULSE came to me many years ago. As so often happens with good ideas, at the time I simply dismissed it as just being silly and nothing more. It wasnt until 10 years later that the idea for PULSE once again came to light. I was sitting at a house party chatting with my best friend Jules (co-founder) about crazy ideas we had about making our fortune when I told her about the idea I had 10 years earlier.... Unlike me Jules actually didnt think the idea was so silly, in fact she thought it was rather good. Slightly drunk at the time she convinced me that we should look into it on the premise that we would simply give up once the ideas was proven to be floored. Well that point never did arrive and I guess four and a half years later I have to admit she was right, PULSE wasnt such a silly idea after all.

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L E W I S

In October, Hot Octopuss will launch PULSE

market. Although there were one or two fantastic products in this space, there were only very few products that could truly be considered couples toys and certainly none that seemed to consider the man equally. How would you describe the corporate philosophy of Hot Octopuss? Which new concepts and ideas do you want to introduce to the market? Adam Lewis: Rather than being a sex toy brand we consider Hot Octopuss to be much more of a lifestyle brand. We wanted to develop a brand that fitted in with peoples lives not just their bedrooms. A brand that bridged the gap to mainstream that people could identify with and aspire to. Our main concept is to bring male toys into the 21st century and use science and innovation to do just that. We want to make male toys as acceptable, desirable and in some cases as cool as their female counterparts.

Lets talk about the product itself: What exactly is PULSE and what sets it apart from the competition?

PULSEs design is that the man does not need to have an erection to use it - the first toy we believe that offers this. On the one hand this allows the user to enjoy the sensation of being made hard but on the other it offer amazing possibilities for couples where the man suffers from erectile dysfunction (ED). The couple can come closer to the sensation of make love then they have ever done before. What sets PULSE apart for the competition? Well the foundations for PULSE lie in medical science meaning that the technology it uses to stimulate the man is proven. PULSE is both a next generation male solo toy as well as a great couples toy. It is completely hands free and it can be used both flaccid and erect. What other sex toy can claim all this? How exactly does Pulse work? How does a guy use it alone, how does a couple use it, and why is this invention perfect for both groups, men and couples?

................. Our main concept is to bring male toys into the 21st century and use science and innovation to do just that. ................................

Adam Lewis: PULSE is unlike anything the market has ever seen and we believe represents the biggest innovation in sex toys since the Rampant Rabbit revolutionised the female market more than a decade ago. First and foremost PULSE is a revolutionary male stimulator that uses oscillations to stimulate a man. But in addition to being a great male solo toy, PULSE can also be used as a fantastic-hands free couples toy that is used during foreplay. It is the first couples toy that offers the man as much fun and stimulation as the woman. An added advantage of

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position for example, the man lowers himself with PULSE attached so that the toys vibrating underside is pressed against his partners form. With his bodyweight holding the toy in place the couple can now enjoy amazing hands-free foreplay. Another example would be with the woman on top. In this instance the man lies on his back with PULSE attached, the woman lowers herself so that her form is pressed against the toys vibrating underside. With the woman in control and her bodyweight holding the toy in place, the couple can once again enjoy amazing hands-free foreplay. Not only is PULSE a revolutionary male stimulator it is also a great addition to couples play. What can you tell us about the PulsePlate technology?
T hi s i m a ge shows t hree pos s ib l e wa ys t o use P ULSE

Adam Lewis: PulsePlate technology is the patented system PULSE uses to deliver high-amplitude oscillations rather than low-amplitude vibrations. Medical research has identified that oscillations applied in a very specific way can create incredibly deep and powerful orgasms for a man. PULSE has harnessed this science through its PulsePlate. Oscillators are common place in the scientific world; PULSE however is the first to bring this technology to the wider male sex toy market. Unlike vibrators, PUSLE delivers powerful and deep highamplitude waves direct to the mans most sensitive area, his frenulum. How long did it take to get from the first idea to the finished product? Which stumbling blocks did you encounter along the way? Adam Lewis: Where to start? Inventing a love toy is not easy and certainly not for the faint hearted! It has taken around four and a half years to bring the product to market. Creating something completely new meant that every element of the product needed to be designed from scratch. Our biggest challenge I would say has been dealing with the manufacturing process in China and not being able to oversee certain aspects of the development simply due to distance. Does Pulse reflect the current trends in the market, things such as sexual health, sexual wellness, etc.?

Adam Lewis: When using PULSE solo the man has two options. Firstly to use lubricant in which case PULSE becomes a revolutionary next-generation masturbator. Alternatively if he

................. PULSE is set to more like a static stimulator. In this case reinvent male he would rely solely on the PulsePlate masturbation and it is for stimulation. This sensation will be well documented that completely different to anything he masturbation is good would have experienced before: tes- for mens health. ters have told us they experienced a ................................
does not use lubricant then PULSE is

more powerful and prolonged orgasm and that it is like learning to masturbate all over again. The two different experiences you get with and without lubricant means that owning PULSE is like having two toys in one. Used solo, the man would insert himself (either flaccid or erect) into PULSE so that the PulsePlate is pressed against his frenulum. As the sensation causes him to grow the wings expand around him until PULSE fits securely on his penis. Now all he needs to do is sit back and let PULSE do the work as the PulsePlate delivers the most intense waves of pleasure. Simple really. When used in a heterosexual couple, PULSEs vibrating underside comes into play which is designed to stimulate the woman during foreplay. So to clarify PULSE is predominantly designed to be used during foreplay and not for penetration (although advanced techniques exist that do allow for this). In the missionary

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To be honest we never thought it would look as good as it does. Thanks to our design team Curventa PULSE is a piece of design people can truly be proud to own. What materials are used in the production of Pulse? Adam Lewis: Other than its internal components PULSE is made of skin-safe, phthalate and latex free silicone and ABS. The packaging is very important for the marketing of a product. So, what can you tell us about the packaging of Pulse? Adam Lewis: In line with our brand ethos the packaging is designed more like a lifestyle product then a love toy. A lot of thought, care and attention has gone into the packaging. Not only did it have to be effective in explaining what the toy is and how it works but it needed to look amazing. The packaging looks as cool as the toy. And how much will the consumers have to pay for Pulse? Adam Lewis: Our MSRP is $99, 89 and 69. In line with our corporate philosophy we wanted to create a proWe wanted to develop a brand that fitted in with peoples lives not just their bedrooms. Adam Lewis on Hot Octopuss

duct that was extremely premium in look and feel but still at a price that people would find affordable. We believe that this price point achieves that.

Adam Lewis: Absolutely, PULSE is set to reinvent male masturbation and it is well documented that masturbation is good for mens health. The fact that you can also use PULSE flaccid means that it offers fantastic new opportunities for couples where the man suffers from ED. Also, as PULSE is such an intimate couples toy, where both partners can really share the toy together, this obviously enhances sexual wellness in couples. If one sees your product in the retail store, it may take a while before one realises what it really is. Was that effect something you aimed for in the designing phase? Adam Lewis: When we began the process the objective was simple. To develop the most effective male sex toy ever created (turning PULSE into a couples toy came later). Looks were initially not high on our agenda if I had to be honest. As we got closer to the final product however it was clear that in line with our brand we wanted to create a product that was as beautiful as it was effective. The market is being swamped with new products on a daily basis. How difficult is it in such an environment to present your products in a way so they still stick out from the crowd? Adam Lewis: Funnily enough, we have never had a problem sticking out from the crowd. PULSE is completely unique in design, application and function to anything else on the market. Most products that become Which target audience do you have in your sights for Pulse? Adam Lewis: PULSE has been designed for anyone with a penis in mind. This means it is perfect for heterosexual men, gay men, women buying the toy for their partners, couples looking to use the toy together, men suffering from ED who wish to use the toy solo or men suffering from ED who wish to use the toy with a partner and anyone in between!

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................. PULSE is the first couples toy that offers the man as much fun and stimulation as the woman. ................................

Adam Lewis: Yes unfortunately you see that a lot these days where the focus is more on the branding of a product then ensuring the product itself works well. For us it was an incremental approach, first create a product that is exceptional and then develop a brand that is as appealing as the product. Time will tell whether or not we have been successful in achieving this. What's also peculiar about the marketing of sex toys is the fact that some products are advertised as joke arPulsePlate technology is the patented system PULSE uses to deliver high-amplitude oscillations rather than low-amplitude vibrations

ticles, others as lifestyle objects, and yet others as little helpers for sexual purposes. If you take these cardinal points of the marketing compass, in which direction can you find Pulse? Adam Lewis: To be honest although lifestyle object i.e. great looking toy and little helper i.e. make you hard when you are flaccid and help you if you suffer with ED are not wrong, the more accurate marketing direction would be to describe PULSE as a precision tool designed to achieve a specific function. When will Pulse be available on the European market? Adam Lewis: All being well we should see it available in October. Which channels of distribution do you use to sell Pulse? Adam Lewis: In the USA and UK we sell both direct and through distributers and in Europe we currently only sell through distributers. Do you only work with distributors and wholesalers, or do you also do business with the retailers directly? Adam Lewis: This really depends on the region but in some instances yes we will deal with retailers direct.

available seem to in some way compete directly with others; I dont believe PULSE does that. How has the industry reacted to Pulse thus far? Adam Lewis: The response has been nothing short of amazing. Buyers are understandably cynical about anything claiming to be 'completely new'. But either through a product presentation being emailed across or in the space of a five-minute face to face pitch, doors have opened and buyers' faces have change from politely interested to fascinated and excited. We have been very lucky so far, getting peoples attention has not been difficult, the pre-orders have come flooding in. Among other things, two trends are gaining more and more momentum in the love toy market right now: a) branding is becoming increasingly important, and b) often times, the marketing is just as important for the success of a product as the qualities of the love toy itself. What is your opinion on these trends, and how does Pulse fit in there?

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Adam Lewis: I guess the best way would be to focus on PULSEs USPs. So 1) PULSE is both an amazing solo toy as well as a great addition to couples foreplay, 2) A toy that can be used flaccid or erect gives intense orgasm even without an erection, 3) A toy that can help men with ED be happier with their sex lives/sexual performance, 4) A way to assist men in preparing for sex (1st, 2nd, 3rd round etc.), and 5) Useful for those with some disabilities due to hands-free technology. Are there any plans to market Pulse beyond the borders of the erotic market as well? Adam Lewis: Absolutely, however we are taking things slowly and one step at a time. We hope to cement ourselves in the erotic market before venturing further afield. What criteria does a potential trade or distribution partner have to fulfil so you will let them distribute your products? Adam Lewis: Each case is different depending on the region and the individual companys scale of operation. We have a MOQ and we only work with distributers who distribute within their territory - so strictly no sub-distributers! Social acceptance towards love toys for women has increased significantly over the course of the past years, but have people also become more tolerant when it comes to love toys for men? Adam Lewis: I think over time people have generally become more accepting towards sex and sex toys. That said it is not surprising when you look at female toys. The designs have become so beautiful and the science behind these toys has advanced significantly over the last decade. Male toys however have not changed much. Most toys, if not in look then What other steps do you take to create attention for Pulse among the consumers? Adam Lewis: Our dedicated global marketing and PR teams are working to build awareness and demand pre- and post launch. Our team, based in London and the US has been working since May 2013 to engage media, reviewers and consumers and weve been amazed by the responses on our Twitter page and website. We have huge plans for launch, and post-launch to ensure that PULSE is the most talked about sex toy of the year. How should retailers present and advertise Pulse in order to generate the greatest-possible turnover? What are your plans for the rest of the year? Are you going to launch more new products onto the market? Adam Lewis: We have a pipeline of toys that utilises our patented PulsePlate technology. Not just toys for men and couples but also toys that are just for womanwatch this space. certainly in feel try to replicate reality i.e. masturbators or fake vaginas etc Innovation is rarely seen. So is it a surprise that attitudes are slower to change for male products than those for the woman? Not really I would say. But hey now we have PULSE everything is about to change!

................. Do you support your distributors and We want to make male the trade with marketing and advertoys as acceptable, tisement materials? desirable and in some cases Adam Lewis: Yes as well as offering as cool as their female POS (stand and display information) counterparts. we also offer marketing and ................................

advertisement materials.

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