Page 66 - AVN September 2017

FEATURE
THE PLEASURE SEEKERS
Lynn Comella’s ‘Vibrator Nation’ chronicles the sex-toy revolution
Through the chapter, Comella details the emergence of sex boutiques that
dedicated themselves to providing information and education on everything from
the products they stocked to the anatomy of their customers to the resources
available for all types of sex and sexuality. She also details the rise—particularly
in the 1990s—of stores that made changes in their aesthetics and inventory to
met the wants and needs of a new clientele. She tells the stories of Babeland,
Good Vibrations and other pioneering feminist stores that did away with the
look and feel of “raincoater” stores and instead opted for better lighting, themed
displays and a cleaner atmosphere to create a space “that was not only warm and
welcoming, but communicated a set of messages about women’s sexuality that
was different from those one would typically find in a traditional adult store.”
That segues into the next chapter, “The Politics of Products,” where she talks
about how even feminist stores struggle with the products they carry, from finding
manufacturers who share a mission of providing pleasure products made from
body-safe materials to hiring staff members who are passionate about helping
customers overcome their fears and find the right toys.
“While these decisions vary from company to company, feminist retailers spend
a great deal of time, energy, and care evaluating—and often debating—which
THIS IS AN ESSENTIAL READ
FOR ANYONE WHO
OWNS AN ADULT BOUTIQUE
OR IS INTERESTED IN
OPENING ONE—OR FOR
ANYONE INTERESTED IN THE
HISTORY OF ADULT STORES
AND WHAT THEY MIGHT
LOOK LIKE IN THE YEARS
TO COME.
FEATURE | By Sherri L. Shaulis
Even in 2017, there are not many books that take an academic study approach
to the adult industry, let alone to the pleasure products industry. Lynn Comella,
who spent years researching and writing Vibrator Nation, traces the movement that
changed not only the way sex and sex toys are talked about, but also how they are
sold, marketed, developed and more.
E
Comella (pictured above; photo by Krystal Ramirez) starts off with a concise yet
comprehensive history of the roles women were expected for decades to happily
and eagerly fill (wife and mother); research by the likes of Betty Friedan and
Alfred Kinsey, which found women were not only open to more sexual experiences
but also having them outside the confines of marriage; the attacks
on pornography and sex toys by governments at the local, state and
federal levels that seemed to unfairly target women; the emergence of
sex-positive feminist sex stores; and the sea change as old-school sex
stores and sex toy manufacturers catering to men came to realize the
buying power of women and shifted to become more female-friendly.
From that introduction, Comella addresses specific points about
the people who have made great strides in the evolution of pleasure
product retailers, the economic and social factors that have forced
changes in the business model through the years, and the shift
to focus on women as purchasers and not just users of pleasure
products.
Vibrator Nation does an excellent job of educating readers about the
role women such as Betty Dodson played in encouraging women to
explore their own bodies and sexuality through masturbation, as well
as suggesting they find pleasure products to help achieve orgasm.
One of the more intriguing chapters is titled “Repackaging Sex.”
Comella starts off the chapter by recounting her visit in 2015 to a Las
Vegas adult bookstore. The store, considered a “dinosaur” by today’s standards,
features video arcade booths that serve as “a space for sexual encounters,
especially for gay, bisexual, bi-curious, and closeted straight men that use the
arcade for anonymous or clandestine liaisons,” Comella writes. It’s the kind of
store “feminists like Dell Williams and Joani Blank rebelled against when they
started their vibrator businesses in the 1970s. They are also examples of a dying
breed of sex shop.”
items will make it onto their shelves and what this merchandise
communicates not only about sex and gender but also, importantly,
about their businesses,” Comella writes.
Other chapters focus on the reliance of today’s feminist
adult boutiques on sex experts and sex educators to train staff
members and customers on the latest innovations and their
benefits; branding a store and becoming a trusted resource of the
community; and how feminist and sex-positive stores have changed
the landscape of sex toy manufacturing.
Vibrator Nation is an essential read for anyone interested in
opening an adult boutique, or who already owns one and is looking
for inspiration—and for anyone who is interested in the history
of adult boutiques and what they might look like in the years to
come. It’s apparent Comella has a deep respect and admiration
for the people she interviewed and for their missions. Unlike so
many academic books, there is no condescending attitude toward
the industry or its people, but it is not strictly a gushing love letter with no real
substance. Comella took years to research and write Vibrator Nation, and the hard
work shows. And while she hypothesizes a bit on where the industry and feminist
adult boutiques are headed, it would be intriguing to see her revisit the state of
the industry with an updated version of the books in a few years.
Vibrator Nation: How Feminist Sex-Toy Stores Changed the Business of Pleasure, by Lynn
Comella; Duke University Press; 266 pages including end notes; $25.95 list price.
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