62 PROFILE
WET WET WET
Entrepreneurs are people who find new markets in
You can sense the fun in the company’s web site:
the places where others wouldn’t even dream of
yesyesyes.org. Think Meg Ryan in Harry Met
looking. Susi Lennox and Sarah Brooks found their
Sally. And in their strap line: “Change Your
World From The Inside”.
niche in the world of intimacy products…and
changed many lives in the process.
Susi and Sarah set up near Alton,
Hants, in 2003. The sex products
The Luberation Laboratory manages to pull off a very difficult trick, very
industry had begun to elevate
successfully. The company has produced the world’s first certified
itself out of the gutter where it had
organic personal lubrication products, to the most exacting clinical
languished for so long (and, to be
standards, allowing women whose bodies cannot tolerate the
honest, where a majority of it still sits). Ann
synthetic chemicals found in traditional lubricants because of cancer
Summers was becoming an openly discussed
treatments, to enjoy sexual intimacy with their partners for the first time
household name, up-market sex shops were opening in swanky
in years. Menopausal women have also rediscovered their sex lives
parts of London and of course gay culture was way out in the open.
thanks to them. It is a genuinely wonderful thing that Susi and Sarah’s
business has achieved. “Both of us, having worked in and consulted to the petroleum and
pharmaceutical industries, had felt compromised by the prevailing
And yet they have simultaneously managed to retain a sense of ethics of our then clients and we saw the chance to create a
mischief and fun that recognises their products are also very much on successful business based on our values and ethics,” Susi says.
the shopping list of anyone who enjoys sex but who prefers such “Reality checks on the idea revealed a serious gap in the market,
products to be as pure as their own bodies. To be honest, once you and we decided to give dignity to a category of products that
read what is in some of the other products on the market it is a wonder traditionally have been marketed as either corrective or suggestive.
anyone would go near them. An analysis of competitors’ ingredients horrified us, and we became
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84