Operating under a new name

02.07.2015 | Los Angeles, California, USA – California Exotic Novelties modernizes its name and logo for better consumer recognition. On the heels of a relocation to a more efficient location in Ontario, California, the company continues to change and innovate.

Following the path of other category leading companies such as HP, FedEx and UPS, just to mention a few, California Exotic Novelties will officially shorten its name to “CalExotics”. “We’ve gotten a lot of feedback from customers and consumers that we’re commonly called ‘CalExotics’. As we thought about how to create better consumer recognition, it occurred to us that our mark should be more consumer-centric as we position for growth. This is just one of the many changes that we’ve made at the company to stay at the forefront of the industry,” says President and CEO of CalExotics, Susan Colvin.
Founded in 1994 California Exotic Novelties emerged with a vision for the adult novelty industry very different than the companies preceding it: to create compelling products that would engage women and couples and become center-piece of retail stores. For years, its square logo distinguished products as a seal of approval for the company, retail employees and customers. Over the past five years, CalExotics has made strides in its marketing efforts to present a clean, modern and responsible look. Newer products are delivered in fresh packaging that is more like jewelry or luxury perfumes than the previous generation of packaging.
“This new logo represents a big push that we’re making to engage a new base of consumers and to create more brand recognition for our products. When consumers come into the stores, we want them to connect with our products and our brand,” says Jackie White, executive vice president. Modernizing its logo is not the only method CalExotics is deploying to differentiate itself in a crowded and fragmented marketplace of new-comers and unknowns. They’ve launched a team of visual merchandisers to educate retailers, introduced new marketing collateral and are collaborating with retailers on more consumer advertising.