Language is important — yes, even when talking about sex toys.
In November, we launched Play, a new compact vibrator, to our Essentials collection. Small vibes like Play are a popular option among first-time users due to its beginner-friendly size and affordable price. You might have heard them described as bullet vibrators — except we’re not calling ours that. We at Bloomi have intentionally decided to market Play as a mini vibrator. Allow us to explain.
A brief history of the vibrator
First, we’d like to share some history behind how this revolutionary bedside item came to be, particularly for people with vulvas. It’s difficult to track the evolution of a vibrator throughout history considering the nature of the topic and stigma that still exists around masturbation. However, it’s safe to say that between the 1970s and 2020, there have been groundbreaking moments in history for female sexuality.
One was in 1983, when company Vibratex began designing vibrators in all shapes, colors and sizes in order to bypass obscenity laws in Japan. Another critical moment came in 1998, when the rabbit vibrator made its first appearance on an episode of Sex and the City where Charlotte becomes addicted to her sex toy.
Since then, the vibrator has gone through some serious technological innovations. From the electrical wand to clitoral suction toys, self-pleasure devices have gone mainstream, and we’re not mad about it.
Historical context matters
Among the most popular vibrators is the bullet, compact sex toys made for targeted stimulation. But that word, bullet, never felt right — or arousing — to us, and it might not for you, either.
In 2022, our lead Sexologist and CEO, Rebecca Alvarez Story, formed a focus group and posed the question, “What do you think of when you read the word ‘bullet?’” This opened up a much-needed conversation and desire to redefine this category of toys.
We can’t ignore the historical context behind words like “bullet,” and I think we can understand why. Experts have named 2022 the deadliest year for mass shootings. In fact, two weeks after we launched Play, five people were killed and 25 were injured during an anti-LGBTQ attack at the Colorado Springs gay nightclub Club Q. During this extremely difficult time, we knew that as our team was promoting a toy classified as a “bullet vibrator,” it was our responsibility to educate our community on our decision behind naming Play.
“There are many facets of the adult industry that don't work well in today's world. We at Bloomi want to make sure our products make you feel good and excited to explore,” Alvarez Story says. “Since the term 'bullet' is unsettling for many groups and does not fit the vibe we want people to feel when using it, we made a conscious effort to name it something playful, Play Mini Vibe.”
Now, we think it's time to rename this category overall so that we are mindful of the entire shopping experience. We’ve swapped out “bullet” with “mini” because we firmly believe that all pleasure devices should be approachable, shareable and enjoyable for all bodies and intimate experiences — and that includes peoples’ triggers and traumas.
A final note on language in the sexual wellness space
As a brand, we’re always looking to respond to any difficult topic or conversation in positive, forward-thinking ways. So we’re redefining this widely known category of vibrators because language matters. Language is constantly changing to better fit our needs, boundaries and experiences, so it's necessary to open ourselves up and welcome these changes. We hope that this sparks changes across the category and inspires other brands to shift the way they market mini vibrators. And “mini” sounds so much cuter, right?