Sex Sells

Chapter 3

Sex still sells today, but it’s not always in the obvious, in-your-face way you might expect. The idea has evolved, becoming more subtle, layered, and sophisticated in the hands of marketers who understand just how deeply human desires and fantasies run. At its core, sexual marketing taps into something primal a need for connection, attraction, and feeling desirable. It’s not just about the act itself but about the emotions surrounding it: confidence, empowerment, and allure.

Think about the beauty and fashion industries. When a brand like Victoria’s Secret launches a campaign, it isn’t just selling lingerie. It’s selling the idea of transformation of stepping into a version of yourself that feels irresistible, confident, and unapologetically sexy. Their models don’t just wear clothes; they embody a fantasy. It’s not about the lace or silk; it’s about the power of feeling desirable, and they make you believe their product can give you that.

Luxury brands like Chanel or Dior take a different approach. Their campaigns often feel like mini-films, drenched in mystery and sensuality. A perfume ad might show a woman walking confidently through a dimly lit room, her presence magnetic. You don’t just want the perfume you want to be her: captivating, elusive, unforgettable. It’s not explicit, but the undertones of seduction are impossible to ignore. And that’s the brilliance of it. It whispers instead of shouts, and yet it leaves a deeper mark.

But sex in marketing isn’t just reserved for beauty or luxury. Even mundane products like food or cars have found ways to use it. Remember those Carl’s Jr. commercials where models ate burgers like it was the most intimate experience of their lives? It was ridiculous, sure, but it worked. People talked about it. People remembered it. That’s the power of linking a product to something as attention-grabbing as desire.

Even social media has transformed how sex is used in marketing. Platforms like Instagram and TikTok are built on visuals, and many influencers use their appearance, charm, or subtle sensuality to sell everything from fitness plans to skincare products. It doesn’t feel like an ad; it feels like a personal moment you’ve been invited into. Brands capitalize on this relatability, wrapping their message in a lifestyle that feels aspirational but just within reach.

What’s fascinating, though, is how this approach is changing. People today are more conscious of how sex is used, and they’re quicker to call out brands that feel exploitative or outdated. Campaigns now walk a fine line they want to be provocative without being offensive, empowering without alienating. Take Dove’s Real Beauty campaign. It doesn’t scream sex, but it quietly celebrates bodies and confidence, tapping into the same emotions of desirability and empowerment without objectification.

In the end, sex sells because it’s about more than just sex. It’s about identity, about who we want to be and how we want others to see us. It’s about that deep, universal longing to feel attractive, wanted, and alive. And whether it’s in the smoky elegance of a perfume ad or the playful cheekiness of a social media post, it’s a language we all understand even if we don’t always realize it.