I love this website and company, I buy a lot of products and write a lot of reviews but the one thing I don't like is the adverts - Because they are purely aimed at straight couples.
All the actors are hetero couples and it only shows women lingerie even though this site sells underwear/lingerie type things for men and plenty of toys for gay people.
Not to mention they're all white...
I just don't understand how they can have four couples shown in the advert and no diversity what's so ever... It's quite disappointing really...
I think for the most part it's marketing: Most of their audience are straight, and with a straight couple it makes it clear that they cater to men and women in one fell swoop. Plus, show two women together and it goes in to a whole 'oh God, sexy lesbians- clearly marketing towards men!' debacle. Gay men can have the opposite effect (though less so, I believe) and when you're dealing with sex toys as your primary selling products, a company like lovehoney is going to try and avoid every 'sleazy' porn cliche they can.
As for race, I don't see how having a multiethnic group of models proves anything. They're based in the UK, which is predominantly white. The models they picked were likely the most suited to the style they were going for- regardless of ethnicity. It's to do with availability and best suited. The only other option to this is taking token ethnic minorities, which never ends well.
The lingerie is simple- the market for female lingerie is HUGE in comparison to the male.
It's all down to what makes them the most money and attracts the highest audience base. They're a company at the end of the day- don't begrudge them trying to make maximum profits for minimum expense.
From my experience, Lovehoney is the most customer friendly company I have ever dealt with, willing to go out of their way to help any of their valued customers. This is what matters- not the tiny group of models and products in their advertisements.
I just want to add that we tend to forget one other thing that is great with those and the compagny in general: it's not oversexualized. It's hard to sell products made for sex and not put overly sexualised pictures everywhere, of pictures of naked women like some do. Lovehoney has managed to avoid that and I think it is great
Firstly thank you so much for your feedback- it is much appreciated and trust me it is not our intentions at all.
Matt Curry is the Head of Ecommerce at Lovehoney, and the guy behind the advert.
I understand completely what you mean about the exclusion of homosexual couples from this advert. That we barely have an interracial couple is an annoyance to us. As a gay man himself, it was discussed having a gay or lesbian couple in the advert during the planning stage. There's a few reasons why we don't.
It's our first advert where we are explicitly advertising sex toys. This was a huge struggle to get clearance for. The agency that approves all UK television advertising, Clearcast, is notoriously Victorian in their views, and so we thought we would fight 1 battle at a time.
This adverts are also a test for us, to see if TV advertising can work for Lovehoney. So, we're looking to go "all out" on the advert, explicitly showing a sex toy, having an offer, and making sure we mention how "normal" sex toys are. Whilst we'd be applauded for including a gay or lesbian couple, and it raises the danger of affecting the effectiveness of the advert. We're trying to appeal to couples of wouldn't normally consider sex toys, to confuse this message with an additional one of sexuality isn't something we're ready to do yet.
That's not to say that we won't. We would really like to have a gay couple in a future advert. Even better, a gay couple ostentatiously showing off their wedding rings!
@Shadow Collector - I understand your views but it's not my fault straight people turn gay people into a fetish. We aren't a sexual concept just because we like our own gender. And there are 4 couples. And the UK is not predominately white, I don't know where you live but I'm very curious if you think that. Not to mention that I only know gay people that shop here - From my personal experience I've found straight people to be more scared of the use of sex toys ("It means I'm not doing a good enough job if we need a toy!!"). So I don't know why you think the market comes mostly from straight people.
But you clearly live in a little bubble, you should get out more. Meet people that don't look like the ones in the advert...
@mamz I agree that it's good they didn't over sexualise the advert but gay people aren't automatically a sexual thought. We aren't a kink or fetish.
@Lovehoney Paige Thank you for explaining, it's sad that it's still like this now, especially with some of the things other places get away with but I guess we can just hope that there will be more representation since like I said - I only know gay people that shop here, I'm sure there are plenty of straight people who do too but I hear so much more often from them that it means there's something wrong in the relationship if you need toys! (Oh dear...) so I can understand wanting to appeal to them.
But gay people are normal. And your advert won't become confusing if you include us in it. I don't know if that was poor wording or what but people won't start questioning their sexuality or their use of sex toys because they see a gay couple. Or someone who isn't white. - Which I'm still curious about??
What is the reason for that? Why in four couples are there only white people??
@shadowcollector - Reading your message I'm really shocked and just wanted to add BEING GAY ISNT A PORN CLICHE. We are humans and deserve representation. You have no idea because you see people like you everywhere. If the whole advert was gay couples people like you would be complaining instantly. If it was all POC people like you would be claiming 'reverse-racism'. It's important, please respect that.
Well lovehoney they say any publicity is good publicity. Lupinas still here despite grievances towards the advert. In my mind the whole point of advertising is to present a lifestyle you want to buy into. If the couples look happy and having fun then you are likely to visit the love honey website. This is why most models have a blank looking face, we are meant to project ourselves onto them and see ourselves as having/wearing/eating/drinking what they have. OK maybe they could have incorporated a gay couple but as love honey Paige said, one thing at a time. Obviously I am accepting of all sexualities but it is not possible to show all types of people in a short advert. As for the inclusion of other races i am in an interracial/interfaith relationship and i wouldn't have even given it a second thought. I wouldn't sit there and go oh my partners actually not white how could we possibly think to use a toy. It is an advert and can never be a mirror image of everyone at home. in actual fact the emphasis for love honey is to show their toys. You can't have the toys just sitting on their own they have to have someone in the advert. has anyone ever considered that complaining about a straight white couple could also be discriminatory or does it not work that way?
From my personal experience I've found straight people to be more scared of the use of sex toys ("It means I'm not doing a good enough job if we need a toy!!").
There you go, you just answered why Lovehoney would aim an advert at straight couples; they're the ones needing more persuading to buy toys. They're the couples who find it hardest to accept that sex toys can be a normal and fun part of anyones sex life and they're nothing sleazy. Paige just said exactly this; they're trying to appeal to couples who don't usually buy sex toys.
Can you please stop the 'people like you' crap when referring to heterosexual people. YOU are the one building a wall here between gay and hetero couples, ironic considering you've come here to accuse Lovehoney of doing so. Taking a 'them and us' mentality is never helpful. You seem to be out to be offended and lash out in this thread. You're saying that hetero people would be complaining if the advert was all gay couples and that obviously that would be unjustified, and yet here you are complaining that it is all hetero couples and somehow because the argument is flipped it's ok for you to be up in arms about it? It's an advert aimed at a specific target audience. This isn't about representation. It's not about gay people being a victim. It's not about Lovehoney thinking gay people don't shop with them or shouldn't be shown off (note; Paige said it is the UK company above them that has Victorian attitudes, not them. Did you even read that they want to include more diversity? Which is still great and worth noting, even if they're being held back). It's about trying to convince the people who don't shop with them to shop with them. It's literally that simple and attacking people here, saying they live in a bubble because they understand this and you don't because you're too wound up trying to argue 'representation'? That's hardly fair or productive. People are not all ignorant of other sexualities or races just because they are not of that sexuality or race.
And no, before you start attacking me on being homophobic or not getting it because I'm surrounded by 'people like me' I'm not heterosexual. Those people in the advert are not like me. I just understand what Lovehoney are trying to do and, funilly enough, I was focused on the products in the advert rather than the people.
Just as an aside, I'd advise treating people with respect while you're asking them to respect issues you believe in 
@shadowcollector - Reading your message I'm really shocked and just wanted to add BEING GAY ISNT A PORN CLICHE. We are humans and deserve representation. You have no idea because you see people like you everywhere. If the whole advert was gay couples people like you would be complaining instantly. If it was all POC people like you would be claiming 'reverse-racism'. It's important, please respect that.
Lupina, before you judge, you should know: Shadow Collector IS GAY!
Just reading through these comments and I think a little of what has been said has been taken out of context and has become a 'us against them' scenario. There is no us and them , we are all here to be sexually happy.
I just want to so that the other day I had to respond to a comment on the book of face about the time our advert was aired. They did not appreciate that it was aired after 9pm and their young daughter saw it. That is set by the watershed and although we adhered to rulings set , still someone was not happy . So I think what I am trying to say is we won't please everyone , however we will try our damn hardest to make everyone sexully happy though through the webpage, forum, blogs, customer care 24/7 help and yes the adverts could be more diverse but we can only do so much at a time. I think Paige has answered this as best we can and she is spot on!
Please let's not personally attack each other and please take a moment to see the comments in another light , as it may have been taken in the wrong way when emotions are running high.Especially when you feel so strongly to something close to your heart.
I think it has all been said - live and let live, take it as it is meant, we all visit this site for the same reasons, great toys, great lingerie, great service, friendly forums and plenty of fantastic advice - don't read anymore into it than that!
I purposefully steer clear of these kind of threads. Gay people, straight people, fat ones, thin ones, white ones, black ones and everyone in between. We're all the same basically, people. If you're happy and comfortable in your own skin then nothing else should matter.
People who feel the need to attack others are generally, in my experience, very insecure in some parts of their own lives.
I have no prejudice against anyone. We are a very diverse group of people on here who happen to share an interest. It's good fun.....I hope it continues to be exactly that x
I purposefully steer clear of these kind of threads. Gay people, straight people, fat ones, thin ones, white ones, black ones and everyone in between. We're all the same basically, people. If you're happy and comfortable in your own skin then nothing else should matter.
People who feel the need to attack others are generally, in my experience, very insecure in some parts of their own lives.
I have no prejudice against anyone. We are a very diverse group of people on here who happen to share an interest. It's good fun.....I hope it continues to be exactly that x
@Shadow Collector - I understand your views but it's not my fault straight people turn gay people into a fetish. We aren't a sexual concept just because we like our own gender. And there are 4 couples. And the UK is not predominately white, I don't know where you live but I'm very curious if you think that. Not to mention...
Well, the UK is actually predominantly white. That is an actual fact. I have no opinion in relation to the advert, and everyone is entitled to their say. But you can't deny a statistical fact lol
Come on, these are just adverts... If you wanted to pick at details, you could also say it is peculiar that they only show beautiful people in their late 20s/early 30s who have perfect skin, gorgeous hair and Hollywood smiles.
And, sadly enough, being "politically correct" is something that can be "overdone" - if you keep on insisting that you always HAVE TO show how wonderfully "inclusive" you are, you can actually get results that are rather... contraproductive. Quite often, people in the Western society do not pay much attention to differences (sexual orientation, race), going by the "yeah, just another person" approach in their day-to-day lives, BUT should someone keep on telling them that they HAVE TO love this or that minority, then (and quite often ONLY THEN) they start to notice the differences with, well... bitterness (to put it mildly)...
@shadowcollector - Reading your message I'm really shocked and just wanted to add BEING GAY ISNT A PORN CLICHE. We are humans and deserve representation. You have no idea because you see people like you everywhere. If the whole advert was gay couples people like you would be complaining instantly. If it was all POC people like you would be claiming 'reverse-racism'. It's important, please respect that.
Lupina, before you judge, you should know: Shadow Collector IS GAY!