Lelo is a company that is equated to luxury, with good reason.  From elegant design to cutting edge engineering, LELO products are a benchmark for quality and style.  The Sunday Sex Toy Review is pleased to interview Shaye Saldana from LELO about the company’s unique place in the sex toy industry.  His expertise will help our readers to better understand why LELO stands out in the crowd, while blending in with the most elegant environments.

Sextoys – When we think of LELO, we always begin with how well crafted the products are, and how innovative the construction of them is.  Everything from a locking mechanism to ergonomic design comes into play with a LELO product.  What makes the design of these products so unique, and what processes drive these design innovations?

LILY

Shaye Saldana – Let me first just shortly introduce LELO: LELO, the company was formed in Sweden 6 years ago, with the purpose of creating quality vibrators that are safe, reliable and well designed.  These have all been created with the end consumer in mind. Although LELO’s products are highly aesthetic as well as functional, it is the quality of the materials that are used that completely set LELO vibrators apart from the competition.  They all feel fantastic because no expense is spared. Only the best medical grade silicone or plastics are used, every product is rechargeable and the electronics inside create a specially designed range of modulations that are unequalled. All LELO products are fully sealed units that are designed to last.
 
Back to your question, usually design innovations are driven by competition on market and need to distinguish yourself from the rest.  In our case especially, from the beginning, due to a lack of professional competition we have had to set internally high standards that we borrowed from other industries (medical, mobile phone, etc.).

Sextoys – We have to ask this, out of our own curiosity.  Are there any new design twists coming out soon?  Maybe a vibrator that has something revolutionary built into it?

Shaye Saldana – We constantly get great feedback from our customers. We have been overwhelmed by the response of two of our innovations.  The first is the double vibrating system of the LELO IRIS and LELO ELISE that creates a sensation of movement even though the vibrator remains stationary. Second is the LELO BO,  the first ring vibrator that is designed for the comfort of the wearer.  In fact, based on the “joint” feedback of the product that was released in November 2008, we are looking into adding a “simply touch” system to vary the modulation of the rechargeable vibration unit – even during intercourse.

IRIS

Sextoys – The New York Times labeled Lelo as a maker of luxury sex toys.    We agree that LELO products are among the most luxurious on the market.  We’ve learned about LELO’s commitment to design, and that certainly has to play a part in the process.  Does LELO view itself as a luxury toy company, or a producer of products that happen to be luxurious? 

Shaye Saldana – LELO uses the quality of the design and a fashionable aesthetic to appeal those customers naturally used to shopping in the luxury end of the market. In fact we have created a limited addition of medical grade stainless steel and gold vibrators that sell for over $1,950. The reality is, that for various reasons the sex toys market still creates many products which are at the low price, low quality end of the spectrum. From that perspective we may be perceived as luxury, however as customers get used to certain standards, we believe that we will become seen as much for our value, rather than just as a luxury brand.

Sextoys – One of the fascinating aspects of LELO is the range of products in your inventory.  Everything from the bargain of the NEA, up to toys that cost many thousand dollars is available.  It is somewhat like being able to buy a cute sports coupe all the way up to a luxury sedan from the same manufacturer.  Was your idea to create such a range, offering toys to everyone at their budget level, or was the addition of higher priced toys a function of demand?

Shaye Saldana – I wouldn’t necessarily call NEA a bargain toy, it a product that is a lower in cost to produce so we want to pass that on to the consumer. It is priced to be affordable for a wide range of people. Our high end models are a function of demand from the super rich. We understand that they have also become highly collectable.

Sextoys – One of the most important aspects in any toy is construction.  That goes from design all the way down to the raw materials from which the toy is constructed.  LELO incorporates many different styles, from G-spot bends to curves for pelvic comfort.  Does your material choice come strictly from form and function?  What elements play a role in how you choose to construct a product?

Shaye Saldana – Material choice comes down to safety and the ability to work well with many if not all body types. We wanted to make sure our products would obviously not contain phthalates but also be of a quality that is used by medical professionals day after day.

The elements that play a role in how we construct a product are pulled from the very ergonomics that play a role in our lives. The NEA is form fitting to the palm of a cupped hand, the subtle curve of the IRIS mimics that of the flower with the power behind it of a strong vibration. LELO takes many things into consideration when designing, but to disclose all would be giving away our secrets.

Sextoys – We always like to ask this because the answer is usually unusual.  We know that LELO has a commitment to produce a high quality product that will appeal to women and couples.  But we have learned through experience that other groups of consumers, some that surprise us, develop from time to time.  Who buys LELO products?

Shaye Saldana – We have a variety of people who purchase LELO products. They range from the college student to the discreet couple to the rock star or movie star. People fall in love with the design, the discretion and beauty of LELO. To date we have not had too many surprises.

Sextoys – Many women are going to wonder how it is that a man can design a toy that they enjoy.  After all, G-spot vibrators and other toys that are designed to go into the body would seem to require some input from women.  Does LELO involve women in the design process from the first curve – or prototype – on a vibrator, or does it use feedback to modify designs?

Shaye Saldana – LELO products have always been built based on functional requirements coming from our customer and advising sexologists, and then appealing forms have been given by the designer. LELO always takes into consideration the opinion of women when creating the product. We feel that it is a product mainly designed for a woman (now we design for men too)  and want to always be sure that the forms are functional, attractive and easy to use by a person or a couple.

Sextoys – You’ve been great to spend so much time with us and we appreciate your expertise.  We’d like to give you the opportunity to tell our readers what’s on the horizon for LELO, what big events are upcoming, or anything you felt we might have passed over here.  Anything you’d like to add?

Shaye Saldana – LELO is always interested in the comments and opinions of our customers.  We intend to carry out a major survey on the likes and dislikes of those people who enjoy sex toys, which will include some major give aways of LELO products. If any of your readers are interested in participation, please email me at sms@lelo.com.

Sextoys – I think it’s a safe bet that our readers will take you up on that offer!  We appreciate the time you’ve given us and the great information.  Thank you.

Tags: lelo, shaye saldana, Sunday Sex Toy Review

This entry was posted on Sunday, March 1st, 2009 at 9:32 am and is filed under Manufacturers, News, Sunday Sex Toy Review, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.