Slippery When ‘Wet’: Wal-Mart to Cash in on Sex Lube

newsWeek.com: Hustler magazine and Wal-Mart haven’t had much in common over the years. After all, the megaretailer won’t even carry Hustler’s explicit publications. But now they have at least one area of overlap. As of this month, Wal-Mart will be selling Wet, a sexual lubricant that has been a staple for more than a decade at Hustler’s adult product boutiques.

If you haven’t heard of Wet or its cousins, like Astroglide, you probably haven’t been exploring the “sexual health” section of your local drugstore lately.

The migration of what used to be called “marital aids” from specialty sex shops to the mainstream stores began about four years ago for Trigg Laboratories Inc., the company that makes Wet. “Since then, even the more conservative retailers have come over,” says John Winning, vice president of sales for the Valencia, Calif., firm.

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