profile

System JO: Converting Consumers One Stroke at a Time

Who knew that a simple customer request would result in a quality brand that has been popular for 10 years and counting? Nutraceutical company United Consortium, a manufacturer of personal care products, had been doing contract manufacturing for many years when a product initially sold to just doctors became so popular, it was forced to grow by launching a new brand in 2003.

“After we first formulated a silicone lubricant for women with vaginal dryness, we began looking at the sensual care market as a whole,” says Marketing Manager Cassie Pendleton. “We felt strongly that we would be able to offer a premium product and answer to the need/want for high-quality ingredients and formulations.”

We strive to offer the highest quality products as well as be a go-to source for information on sensual well-being as a whole. -Cassie Pendleton

System JO was born, the company using only pure, vegetablebased pharmaceutical-grade glycerin in its lubricants. The line includes JO H20, JO Premium and a JO Flavored line of products. The company notes it was the first to develop a lubricant that warms on contact, along with flavored lubricants with no artificial sweeteners or aftertaste and a water-based lube “as silky smooth as silicone.”

“The consumer wants and appreciates quality, especially when we’re speaking about products used on and in the most intimate areas of our bodies. Quality matters and plays a huge part in our success,” says Pendleton. “United Consortium’s growth can be attributed to many things, though I think it mostly centers around our philosophy in doing business. The JO brand centers around our tagline: ‘Meet Your New Best Friend’. This tagline really encapsulates our goals as a manufacturer. We aim to be a trusted company; a company and a brand you would go to, like you would a best friend, for answers/solutions to intimate needs and wants.”

As is inherent in its name, System JO provides a system of sensual products. Pendleton notes they are much more than a lubricant company, manufacturing products for all areas of sensuality — from lubricants to stimulation gels and serums. They also offer pheromone and shaving products and even have a breast-enhancement cream.

“We strive to make products for all aspects of sensuality,” she says. “There have been many innovations and advances in the last 10 years that have been exciting to see in our industry. We welcome those that have led to opening up the conversation of sexuality and ‘detabooing’ the subject matter. The hope is that we continue to break down the stereotypes associated with the nature of the products we make and sell and open the consumer up to more possibilities as a result.”

Because of the increased acceptance in society, the company has seen growth over the years. Nonetheless, Pendleton says consumers will never be able to receive the education and service that adult retailers can offer. That’s why System JO has made it a priority to equip its adult retail partners with the tools to not only sell the product, but to inform and consult with a consumer at the store level — something she says “is of the utmost importance to us.”

“Consumers have so many options. Through education and offering premium products, we hope to become their first choice. We focus on providing any and all information as it relates to any product we make. By doing this, we feel that consumers will make the right choice for themselves,” Pendleton adds. “We’ve seen manufacturers really become aware of this and begin to pay more attention to the importance of store-level education. Retailers should know that they have a key role in educating the consumer on sensual care and well being. With educated store employees, they’re able to offer not only products, but a tailored service to their customers.”

System JO plans to continue to create new and innovative products that answer to the consumer’s needs and wants in an effort to fulfill the company philosophy. Instilling that simple message is part of a bigger effort to change consumers’ perception of personal pleasure products, and supports their main objectives of quality and education.

“We strive to offer the highest quality products as well as be a go-to source for information on sensual well-being as a whole. Our focus has always been and will always be to provide the safest, most effective products on the market,” Pendleton says. “Many people may believe these are only products to solve ‘issues.’ We offer products and see these items as not only that, but enhancement products. Once you start viewing the world of lotions and potions as enhancement products, there’s so much more to discover. The best advice we give to consumers is to educate themselves. We pride ourselves in creating products from a research standpoint, and we will never compromise quality. We encourage consumers to buy the same way — based on information and high standards.”

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

The Power of Authenticity in Selling Pleasure Products

I’ve been working in the pleasure industry for more than two decades. For a significant chunk of that time, I thought that to be successful in sales, I had to fit a mold. I assumed that selling meant following a formula: say the right things, use the right voice and present myself in a way that was guaranteed to convert.

Kimberly Scott Faubel ·
profile

Dennis DeSantis on Building a Blockbuster Career in Adult Retail

The adult industry and the mainstream Hollywood scene often intersect, and few executives are more familiar with that crossover than Dennis DeSantis.

Ariana Rodriguez ·
profile

'Pleasure Professionals Place' Facebook Group Marks 5 Years of Fostering Connections

Where can you find the pleasure industry’s most tantalizing, trending and relevant conversational banter? For once, we’re not talking about a trade show after-party!

Colleen Godin ·
opinion

How Cannabis Culture Is Reshaping Sexual Wellness, Pleasure

April is a month of celebration: Lovers Day, Earth Day… and 4/20. Once a subculture symbol, “420” has evolved into a movement that bridges cannabis advocacy, wellness and an increasingly vital discussion around sexual health and pleasure.

Ian Kulp ·
profile

WIA Profile: Holly Corbella

Even during last year’s retail slump, the adult home party business continued to rock and roll — at least in New Jersey. Just ask Holly Corbella. Based in the Garden State, Corbella is the founder, CEO and lead party planner for Parties by Bellas, an intimate, in-home sex toy event company focusing on creating budget-friendly home parties for women on the East Coast.

Women In Adult ·
profile

Friday Bae Founder Benoit Palix Discusses Brand's Gen Z Focus

French sexual wellness brand Friday Bae is aiming to disrupt the market with its genderfluid, inclusive pleasure products. With bright pops of color for Gen Z and millennials to swoon over, Friday Bae is merging creativity and education for fans, dubbed the “Bae Squad.”

Namma Karp ·
profile

Self Serve's Matie Fricker on Promoting Sex-Positivity in Albuquerque

For 18 years, Self Serve has been providing a sex-positive space for adult toys and resources to folks in Albuquerque, New Mexico. The story behind its success is all about making connections: connecting with your passion, with your business partner, with your customers, with your staff and with your community.

Justin Goodrum ·
opinion

Why Inclusivity in the Pleasure Industry Is More Important Than Ever

2025 has kicked off with a series of unsettling events. Tension and anxiety are high across North America as the unknown impact of tariffs, climate change and attacks on human rights loom ominously. In times of unrest, seeking pleasure is not frivolity but necessity.

Sarah Tomchesson ·
opinion

2025's Top Tech Trends That Adult Retailers Should Know About

I just got back from the National Retail Federation’s Annual Convention & Expo, also known as “Retail’s Big Show,” where I walked the floor, sat in on key panels, talked with industry experts and influencers, and did my best to sift through the b.s. so I could report back to you all on the things you need to care about.

Sean Quinn ·
opinion

Understanding the Importance of Graphic Design in Sexual Wellness Social Media Marketing

In the world of social media, graphic design is more than just making things look visually appealing — it’s a vital tool in shaping and maintaining a brand’s identity. Your social media is your storefront, so aesthetics mean everything.

Hannah McManus ·
Show More