Lisa Hughes and Kristine Morgan are long-time friends, working mums and, now, the successful business partnership behind Love Being Woman. Their headline product? A feminine-inspired, compact, quiet and discreet ‘device’ designed to suit women’s needs… down there.
Like many new business owners, they kept their concept under wraps during development – but not for the usual paranoia-driven reasons most start-ups experience. “Our husbands initially thought we were joking,” tells Lisa; regarding the product idea. “We told very few people,” adds Kristine, “because we were pretty sure they’d think we had lost the plot!”
As it turns out, the pairs taboo little secret – the Be Be – has made other women lose the plot, with excitement! Since its launch in February [2009] their “intimate massager” has inspired hundreds of women to ‘Be Beautiful, Be You’ which, Lisa and Kristine say, begins with feeling great about yourself; knowing how to make yourself feel good. Here’s one truly innovative business idea that’s definitely picking up good vibrations…
How did you deal with the reactions you got from announcing you planned to make vibrators for a living?
Lisa: There were definitely mixed reactions. One of our friends said she thought it all sounded a bit risqué at first, because it wasn’t a normal business for normal mums. Then of course we had to tell our parents! Can you image; ‘Hi Mum and Dad, just calling to say I have finally found my purpose in life’.
But we knew it was just one of those things which would be received better after completion. The few people close to us, who we did tell in the early stages, were totally supportive after seeing how committed we were to making a difference for women, and the research we had done.
Speaking of research… er, how did that work exactly?
Kristine: The first step was investigating the market to make sure there really was a gap, for a vibrator made to appeal to women. Our idea stemmed from a chat we had while jogging one morning. Somehow vibrators came up and we were both laughing over the crazy designs, and how they all seemed to be marketed to men. We couldn’t think of one that was feminine – that women would feel comfortable buying – and when we started searching we couldn’t find one either.
Lisa: We did a lot of internet research, uncovering hundreds of sites with interesting facts about the history of vibrators and women’s sensuality, dating back to the 1800’s! Then, we did what women do best; talk to other women! We spent over a year researching the market and finding out what women really want.
“We did what women do best; talk to other women!”
The prototype development must have been interesting…
Kristine: Oh yes! [laughs]. We started with playdough around the kitchen table, which progressed to carving shapes out of balsa wood. Lisa’s husband is very creative! Then we took these shapes to our focus groups for feedback.
Lisa: Women told us they wanted a vibrator that looked discreet, was designed for external stimulation, and had good vibrations – meaning the right kind of vibration. That’s very important! From there, armed with our research information and the balsa woodcarving, it was a matter of interviewing industrial designers.
What was the reaction like there?
Lisa: There were many amusing meetings. We were both quite apprehensive in the beginning. I mean, how do you write a project brief for a vibrator! We couldn’t even look at each other for fear we’d start laughing. That’s when we chose to refer to it as an “intimate massager” and save our hysterics for the drive home.
Kristine: We eventually found a designer who shared our vision, and we had our support team. The process of refining, re-designing and testing was an all-consuming exercise; it literally took up every moment we had.
Lisa: But once word got out that testers were required, we weren’t short of volunteers. It was brilliant! All up, it took almost two years before we were ready to go public.
In that time, what was the most challenging part of the process?
Lisa: Our biggest challenge was the fact we really wanted to have the Be Be manufactured in Australia. We spent months investigating options but the vision of having our very own ‘Love Being Woman’ environmentally-friendly production factory just wasn’t affordable.
Instead, we consulted with a sourcing agent and the next step was a trip to China so we could choose the right manufacturer.
The Be Be is the first vibrator you’ve designed, will it be the last?
Kristine: It will definitely not be the last, however our product range is set to include other niche products that also make women feel great!
WIN a Be Be!
Lisa and Kristine would like to share the good vibrations with SNOBS’ readers. We’re delighted to announce we have two “intimate massagers” to give away! For the chance to win your own Be Be simply answer the following question:
If you could choose a colour for the Be Be, what would it be?
Please email your answer, and contact details, to info@lovebeingwoman.com
[Entry is open to Australian residents only, who are 18 years of age or over. Competition closes at 6pm E.S.T on Wednesday, December 9th 2009]
