Introduced last month, the wipes are designed for both men and women to use before and after sexual activity. They’re the latest in a wave of items created by consumer product makers trying to expand feminine care brands into new categories.
Hiring Andrew W.K., a long-haired rocker known for songs with titles like “Party Hard” from his breakout 2001 album “I Get Wet,” to promote the brand is one way to push the message that the wipes are for both men and women. He kicked off his duties hosting a “Fresh and Sexy”-themed party at the South by Southwest Interactive conference in Austin, TX.
The Playtex product hit store shelves on Valentine’s Day and sells for $5.99 to $7.99.