Boots has expanded the range of sex toys and other related products it sells online and in stores as it attempts to improve our sexual wellbeing.
The firm, which is Nottinghamshire's largest company, has launched a new 'sexual pleasure and wellbeing category' on its website, and increased the range of goods available in selected stores.
This includes vibrators, love eggs, lubes, fertility trackers and more.
The 'adult toys' section of the new category on the Boots website says: "Say yes… yes…YES to our lust-worthy collection of adult toys to create a buzz in your sex life."
Helen Normoyle, marketing director for Boots UK and Ireland, said: “Our research shows that 80% of people believe that your sexual wellbeing can increase self-confidence, and nearly 60% of us believe it can improve general happiness.
"But we still don’t feel comfortable talking about female sexual pleasure and intimate health. So, we are using our own communications channels to help normalise sexual wellbeing as a topic, as well giving customers an accessible way to find out more.”
The range of goods on sale includes LoveHoney products such as the Finger Vibrator (£9.99) and Classic Bullet Vibrator (£24.99); Smile Makers vibrators including The Surfer (£19.95) and The Millionaire (£39.95); and So Divine products from vegan-friendly strawberry and prosecco-flavoured lubricants (£6.99) to the Ooh La La Pink Flower Vibrator (£39.99).
Smile Makers products are available online, while LoveHoney and So Divine products are being sold online and at ten stores in London, Manchester, Cardiff and Birmingham (but not Nottingham).
Psychosexual and relationship therapist Kate Moyle, who is working with Boots, said: “Sex is such a central part of people’s lives and has been shown to benefit our physical and mental health, but we don’t seem able to talk about it yet.
"It’s incredibly encouraging to work with a major brand like Boots to facilitate change and give people the confidence to assert what makes them feel good.”
Boots - which opened its first store in Goose Gate, Nottingham, back in 1849 - was one of the first high street retailers to start selling sexual pleasure products, 15 years ago.
It was also the first pharmacy to offer Viagra Connect over the counter.
