Online retailer Lovehoney said it witnessed a 56% surge in sales last week after advertising regulator Clearcast gave it the go-ahead to show products in its TV ads for the first time.
The lingerie and sex toy e-tailer’s Christmas TV advert was premiered on November 17, and viewers were able to see the brand’s product offering in ad campaigns shown after 11pm.
Between 9pm and 11pm, products are illustrated with plain boxes, under Clearcast’s orders.
Lovehoney co-founder Richard Longhurst commented: "We are making progress with Clearcast and it is great news that we have been able to feature products in TV ads for the first time.”
"Consumers are responding well to the ads showing late at night. They go straight to the website and can see the products featured on TV. We obviously get fewer viewers for the later ads, but they are proving to be much more effective in terms of conversions,” he added.
Longhurst said he was particularly encouraged by the early leap in sales because last Christmas’s figures were boosted by the Fifty Shades of Grey effect.
He explained: "To be up so much year-on-year is a fantastic result – Christmas has definitely come early at Lovehoney. It shows that the whole market has taken a giant leap forward since Fifty Shades.”
Nine 30 second adverts have been made, each using real comments from customers explaining why they use Lovehoney.
This is Lovehoney’s third TV ad campaign in the last two years and it will air across ITV2, Channel 4, E4, More 4, Five and on Sky channels.
In September 2011, an advertisement for the Bath-based retailer, which encouraged people to ‘Live a sexier life,’ was bumped from daytime television schedules to a post-watershed slot on ITV and ITV2.
The ad featured nothing more than a steamy kiss between a couple before they leave for work, but it was deemed to be too provocative for the 10.15am slot that had originally been cleared by regulators.