pjur Strengthens Brand Focus: Expanding the Marketing Team and Deepening its Commitment to the End Consumer

pjur is entering 2026 with a new marketing strategy that strengthens customer engagement while consistently continuing its long-standing commitment to retail partners.

Wasserbillig, Luxembourg, December 2025

pjur is entering 2026 with an evolved brand strategy designed to build a more direct, emotional and meaningful connection with end consumers. After more than 30 years as a global premium provider of intimate products and a trusted partner to international distributors and retailers, the company is expanding its focus to position pjur more strongly as a culturally relevant Love Brand. Growing openness around intimacy and self-care creates new opportunities for brands that stand for clarity, authenticity and guidance. “We have built an exceptionally strong foundation within the trade. Now we want to translate this strength even more purposefully into the consumer space,” says Jennifer Parry, Brand Director at pjur. “People today want to understand what a brand stands for. It is not only about selling products. It is about conveying values, quality and meaning and creating genuine connection.”

A Shift from Functional Messaging to Emotional Brand Experience

The sexual wellness market is evolving rapidly. Intimacy is discussed more openly, self-care is gaining importance and consumers expect brands to communicate with transparency, empathy and authenticity. pjur is responding to this shift with a brand strategy that expands functional communication into a more emotional, human-centered experience. The brand aims not only to be visible, but to be truly felt. “We want to reach people on a personal level,” Parry explains. “From visual identity to tone of voice and to product experience, our goal is to create a brand world that conveys trust, quality and positivity around intimacy.”

An Expanded Marketing Team to Drive the Vision

To support this strategic evolution, pjur has significantly expanded its marketing team. New roles in content creation, campaigning, brand experience and digital performance ensure that the brand can communicate consistently on a global scale while remaining relevant in local markets. “Our brand now reaches people in more than 70 countries,” says Alexander Giebel, CEO and Founder of pjur. “To support this growth, we are investing in specialized expertise. Building a strong global brand at this level requires a highly skilled team. We want to engage consumers around the world more deeply and show them what pjur stands for.”

An Integrated Marketing Agenda with Clear Thematic Direction

The 2026 marketing agenda is based on a fully integrated annual plan. Each quarter is guided by a unifying theme that connects seasonal moods, cultural developments and product relevance. This creates a cohesive storyline across all consumer touchpoints.

This structure strengthens both the emotional dimension of the brand and the depth of educational content. Edutainment plays a key role: content that informs, provides relevant knowledge and inspires at the same time. “There is still significant need for education within our category,” explains Parry. “That is why we focus on empowering content with knowledge that promotes safety and confidence and stories that inspire conscious intimacy.”

A Stronger Brand for Consumers and for the Trade

The enhanced focus on end consumers also directly benefits pjur’s trade partners. A more emotionally resonant and trusted brand creates stronger demand, increased loyalty and improved sell-out performance across markets. Parry concludes: “Our trade partners remain at the center of everything we do. We are simply adding another layer that connects more directly with the people who use and love our products. Because pjur has never been only about intimacy. It is about trust, connection and feeling real.”

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