concept brand . invented by tongue
coax
Intimate lubricants and body oils. Sexual wellness for grown-ups who'd rather not be whispered to.
Slipperier conversations.
Coax treats lube like skincare, not contraband. Clean, confident, and a little filthy in exactly the right way.
— the brief
Intimate products lose the sale at the worst possible moment. The cart. Privacy nerves, a flicker of "will this actually work," a half-second of embarrassment. Coax needed an abandoned-cart flow that closes the sale without ever making the buyer feel caught.
— The work . abandonded-cart flow . 3 emails
It names the buyer's two real objections, discretion and efficacy, out loud. Most intimate brands tiptoe. Coax says the quiet part, kindly.
eMAIL 01 . +1 HOUR . THE NUDGE
Subject A
You left something slippery behind
Subject B
Forget something? (we didn't peek)
Preview
It's still in your cart, exactly where you left it.
Hi [First name],
Something caught your eye, and then life happened. A doorbell, a deadline, a sudden urge to do literally anything else. Happens to the best of us.
Your cart's still warm. Slip is waiting exactly where you left it. No judgement, no nagging, no follow-up call from your mother.
Pick up whenever you're ready.
P.S. Plain packaging, neutral billing, always. The only person who needs to know is you.
Email 02 · +24 hours · the objection-handler
Subject A
The two
questions everyone's too polite to ask
Subject B
Does it work? Will anyone know?
Preview
Yes, and no. Let's clear the air.
Hi [First name],
Still thinking about it? Then let's clear the air, because there are two questions on your mind, and you're far too polite to ask either ONE.
Will it actually work? Yes. Slip is water-based, pH-friendly, dermatologist-tested, and built to last longer than the conversation that got you here. We made it the way you'd make skincare. Properly, no guesswork.
Will anyone know? No. Plain box, discreet billing, nothing on the label that gives the game away. It lands on your doorstep looking like anything else. Your business stays your business.
Both questions answered. The cart's still where you left it.
P.S. Made without glycerin, parabens, or apologies.
Email 03 · +48 hours · the close
Subject A
Last call (then we stop bothering you)
Subject B
10% off, 48 hours, no hard feelings
Preview
COAX10 inside. Use it or don't, your move.
Hi [First name],
We're not going to beg. But we are going to make it easy.
Here's 10% off the thing you already wanted: COAX10, good for 48 hours, then it's gone, and so are we.
No pressure, no guilt, no third email pretending to be the first. If now's not the moment, close this and we'll leave you to it.
Either way, go have a good night.
P.S. The code works on everything, in case Slip turns out to want company.
— hOW IT RUNS
TRIGGER
Cart abandoned. Item added, checkout not completed.
SEQUENCE
EMAIL 1 AT +1 HOUR. EMAIL 2 AT +24 HOURS. EMAIL 3 AT +48 HOURS, WITH THE CODE EXPIRING 48 HOURS FROM SEND.
DELIVERABILITY
Intimate-category senders fight spam filters constantly. Coax's suggestive-not-explicit voice is an asset here. It sells desire without tripping filters. Innuendo, never anatomy.
DYNAMIC CONTENT
PULLS THE ACTUAL ABANDONED PRODUCT, SO ONE FLOW SERVICES SLIP, STAY AND WARM WITHOUT REWRITING. ONE CTA PER EMAIL.
— THE RANGE . PRODUCT COPY
Slip
Water-based lube
The everyday. Water-based, featherlight, gone by morning. No residue, no drama. Works with everything, ruins nothing. The one you reach for without thinking.
Stay
Silicone-based lube
For the long story. Silicone-smooth, waterproof, built to outlast the moment. A little goes embarrassingly far. Pack it for the shower, the trip, the weekend you cleared your calendar for.
Warm
Massage oil
Hands-on. A skin-soft oil that warms where you rub it and lingers where you don't. Starts as a massage. Rarely stays one.
— full product page . slip
Slip
Light as a rumour, gone by morning. The one you reach for without looking.
Disappears like it was never there. Water-based, so no residue, no stains, no morning-after laundry.
Says yes to everything. Safe with latex condoms and silicone toys. No compatibility check required.
Gentle enough to mean it. pH balanced and glycerin-free, kind to even sensitive skin.
Back in a heartbeat. A drop of water refreshes it, so nothing stops for housekeeping.
Gone in a rinse. Washes off in seconds with warm water.
Slip doesn't ask for attention. It just makes everything easier, then politely disappears. Featherlight and water-based, it goes on like nothing and leaves like a secret. No stickiness, no residue, no trace by morning. It's pH-balanced and glycerin-free, kind to even the most sensitive skin, and it gets along with condoms and toys without a fuss. The everyday bottle. The one that lives on the bedside table and never once gets in the way. Slick when you want it, vanished when you don't. The quiet professional of getting carried away.
Details
Type: Water-based personal lubricant
Texture: Light, fluid, non-tacky
Compatible with: Latex condoms and all toys, including silicone
Free from: Glycerin, parabens, fragrance, phthalates
Also: pH-balanced, dermatologist-tested, vegan, cruelty-free
Size: 50ml / 100ml
Made in Australia
How to use
Apply a little wherever you'd like, and top up with a drop of water whenever you want it back. Rinses clean with warm water afterwards. If your skin runs sensitive, patch-test first.
Product FAQ
Is Slip safe with condoms and toys?
Yes. Water-based, so it's safe with latex condoms and every toy, silicone included.
Will it stain my sheets?
No. It's water-soluble and washes out easily.
Why does it need topping up more than silicone?
Water-based formulas absorb and evaporate, which keeps them light and clean. A drop of water brings it right back.
Is it safe for sensitive skin?
Yes. pH-balanced, glycerin-free, and fragrance-free.
— the wider system
Every product page shares the same spine. The brand's promises and the questions every buyer asks, answered once, in voice.
why choose coax
Body-safe by default
pH-friendly, dermatologist-tested, made without glycerin or parabens.
Made for all bodies
No "for him," no "for her." Just made for whoever's reaching for it.
Vegan and cruelty-free
Never tested on anything with a pulse.
Australian-made
Formulated and bottled here, to standards you can actually check.
Beautiful enough to leave out
Designed for the bedside table, not the bottom drawer.
Brand FAQs
Will my order arrive discreetly?
Yes. Plain outer packaging, a neutral name on your bank statement, zero clues about what's inside.
Are Coax products body-safe?
Every formula is pH-friendly, dermatologist-tested, and made without parabens, fragrance, or phthalates.
Are they vegan and cruelty-free?
Both. Always.