Recently, at the Hangzhou International Beauty Expo (referred to as Hangzhou CBE), a “new face” appeared – JISSBON, where a variety of female adult products at their booth became the focus of attention for many attendees.
As a leading brand in the global sexual health field, why did JISSBON cross over to participate in the beauty industry exhibition? What common ground exists between sexual health and the beauty industry?
Targeting beauty channels, JISSBON participates in Hangzhou CBE
From September 11 to 12, Hangzhou CBE was held at the Hangzhou International Expo Center. This was also the first time CBE made its appearance in Hangzhou. It is understood that the exhibition area of Hangzhou CBE this time was 4,000 square meters, featuring themed exhibition areas in various fields such as trendy domestic products, high-quality imports, the supply chain, influencer agencies, and trendy channels. Approximately 1,000 companies participated in the exhibition, with an estimated 50,000 attendees.
At this edition of Hangzhou CBE, JISSBON not only attracted on-site audiences with creatively designed booths but also allowed visitors to experience JISSBON’s product concept up close through new product launches and interactive activities. The appearance of JISSBON’s adult products at this event broke traditional industry boundaries and sparked widespread interest among exhibition attendees.
For example, JISSBON showcased a variety of female adult products at this event. Among them, JISSBON’s first hit product featuring a cat-themed IP was also exhibited, selling out within a week of its launch and greatly beloved by female consumers.
Regarding the reasons for JISSBON’s cross-industry participation in Hangzhou CBE, the brand management of JISSBON expressed a keen interest. Firstly, the main consumer group in the beauty industry is primarily women, aligning well with the target audience of JISSBON’s female adult products. Secondly, beauty collection stores and similar channels are expected to become new growth areas for adult products, providing the brand with new market opportunities. According to JISSBON, adult products, intimate care products, lubricants, and hyaluronic acid condoms can stimulate the demand of beauty channels’ customer base.
Furthermore, the attendees at Hangzhou CBE are diverse, including influencers, online shops, beauty collection stores, new retail formats, and ordinary consumers, making it a high-quality platform for JISSBON to promote its products on both the channel and consumer sides.
Some professionals in the beauty industry have stated that JISSBON’s presence at beauty expos is not only a bold breakthrough for a brand that has long focused on sexual health products but also a clear signal of its expansion into broader market segments.
It is evident that from condoms to adult products, JISSBON is gradually expanding its product line, aiming to provide consumers with more comprehensive health protection.
Indicator of the Adult Products Industry
Public information shows that the Lifestyles brand originated from Ansell, a natural latex manufacturing company founded by Eric Ansell in Australia in 1905. Currently, Lifestyles brand’s sexual health products hold a leading or top position in more than 60 countries and regions worldwide. Its brands “JISSBON” and “Sensation” are both leading brands in sexual health.
Lifestyles Health is a leading company in the condom sub-market, focusing on the research and development, production, brand operation, and sales of sexual health products. Its business covers sexual wellness products, health care products, sexual health drugs, sexual health diagnostic products, including condoms, lubricants, prescription drugs for male erectile dysfunction (ED) and premature ejaculation (PE), in-vitro diagnostic reagents (IVD), personal home smart diagnostic products, intimate care wash, female contraceptives, postpartum repair for women, and other specialized areas of sexual health.
In the field of sexual health, JISSBON is not only associated with condoms. In recent years, based on extensive insights into female users and deep resonance, the brand has continuously expanded its product line, delving into the female consumer market and becoming the first leading company to enter the adult products market.
It is reported that since entering the adult toy business in 2018, JISSBON has maintained the top spot in the online adult products market for three consecutive years. As of now, the brand’s cumulative GMV on online platforms has exceeded 1.8 billion RMB, with the adult products category reaching over 300 million users. (Data from iResearch and JD Business Intelligence, statistics from H1 2021 to 2024)
Notably, JISSBON not only holds the top position in sales and market share in the adult toy category but has also pioneered and defined new subcategories, becoming an indicator of the adult products industry. This year, JISSBON’s adult toys have launched a comprehensive global business.
It can be said that JISSBON’s focus on women as a long-term development strategy has not only taken a significant step in its brand strategy as a leader in the sexual health field but has also brought more examples and references to the industry and sector. This aligns with the beauty industry’s core goal of meeting women’s pursuit of beauty, albeit through different means.
In terms of product design, JISSBON does not simply add a “for women” label to existing product lines but genuinely develops products based on women’s health and pleasure needs. For example, the “Adopt a Cat” product developed by the company breaks the traditional design of adult toys, fully integrating cute pet appearances with product functionality to meet the dual needs of providing emotional value and pleasure for women.
According to JISSBON, the brand always focuses on integrating core technology with quality design, prioritizing consumer experience and product quality. By introducing new materials and designs, it continuously enhances product comfort and functionality while integrating health concepts into every aspect of product development.
In 2022, JISSBON established a research and development center in Shenzhen, becoming the first adult product brand with an independent R&D center. In 2024, JISSBON partnered with the national-level authoritative testing center CTI to establish a cooperative laboratory, becoming the first brand in the industry with dual qualifications of CMA and CNAS for independent testing capabilities. The brand has completed over 100 independent ID&MD designs since 2020, owning independent intellectual property rights for all products.
Furthermore, in product promotion, JISSBON uses more delicate and thoughtful advertising methods to resonate with female consumers’ emotions and aesthetics. By initiating positive and healthy discussions on sexual topics, it reduces psychological burdens during consumption, empowers women in this field, and aims to be an advocate and guardian of women’s sexual health and happiness.
Upgrading Brand Diversification Strategy
With the changing attitudes towards sexual health and the overall upgrading of consumer groups, the holistic health industry is generating new growth opportunities. In this context, actively leveraging new scenarios and channels to build brand momentum can better engage a broader audience, deeply convey brand concepts, and foster a positive interaction between the brand and users.
For Jissbon, health and pleasure are not just men’s rights; women also seek attention and satisfaction. This shift in mindset has led Jissbon to develop a series of products tailored to women. In addition to adult toys, in recent years, Jissbon has also vigorously introduced a full range of hyaluronic acid solutions, including hyaluronic acid condoms, medical-grade hyaluronic acid lubricants, intimate care washes, and more, all aimed at nurturing women’s health from a female-centric perspective.
It is worth mentioning that after years of expansion in the field of sexual health, Jissbon has already diversified its product line into four major areas: adult pleasure products, sexual health drugs, sexual health diagnostic products, and health care products.
Currently, the market for sexual health products is experiencing rapid growth. Jissbon’s participation in the Hangzhou CBE exhibition will further help broaden the brand’s influence, particularly in establishing a more proactive and comprehensive health concept among female consumers, solidifying its leading position in the field of sexual health.
Undoubtedly, for any brand looking to seize strategic opportunities, active involvement in emerging scenarios and media channels is necessary. By occupying emerging fields to capture user mindshare, brands can achieve multi-layered penetration and reach, effectively covering a deep segment of the population. Clearly, as a leading brand in the global sexual health field, Jissbon understands this well.
It is foreseeable that with the continuous expansion of the sexual health product market and the evolving consumer demands, Jissbon will have more “connections” with the beauty industry.
