‘The Condom of the Future’ Sparks Surge in Awareness for Condoms and STIS
Swedish designer brand LELO continues to shake up the condom industry with its landmark innovation LELO HEX™ by laying down a million dollar offer to the world’s three biggest condom brands, Trojan, Durex and Ansell, to access its new technology and start innovating again. This comes as part of its global launch campaign for its re-engineered condom, LELO HEX™, which seeks to change people’s minds about condoms by changing the condom itself.
- LELO offers Durex, Trojan, Ansell chance to study ground-breaking HEX™ technology with new 1 million dollar ‘perk’
- Google searches on condoms hit a 2016 peak after LELO HEX™ launches last week
- More than 500,000 condoms sold on LELO.com since LELO HEX™ launched on June 14th
- 2000 articles published referencing condoms and STIs since launch as global media takes up the fight in raising awareness
Launched on June 14th with the controversial choice of Charlie Sheen as its spokesperson, LELO HEX™ is described as the first major condom innovation in 70 Years, and the Swedish designers have already sold more than 500,000 condoms in the first two weeks via LELO.com and its Indiegogo campaign. Now the Swedish company has offered the world’s three leading condom brands the chance to take a closer look at the technology behind LELO HEX™ to bring innovation to their production lines.
LELO claims its key discovery on launching LELO HEX™ was to recognize that it was not the latex material of condoms that needed to change, but the structure of itself. But launching their new condom required more than 3 years of testing and refinement, from developing a new technique for integrating the HEX™ pattern via the condom molds, to defining the precise depth and thickness of the hexagonal web for the best experience possible.
LELO’s CMO Steve Thomson said, “The world’s three biggest condom brands, Durex, Trojan and Ansell, have all existed for close to 100 years. That’s great for a brand like Louis Vuitton that specializes in designer bags, but not so good for a company focused on medical devices. These companies have a responsibility to innovate, to keep meeting the demands of consumers, especially when interest in condoms is flat-lining so clearly. Our goal is not to criticize these companies who provide a vital product, but to light a fire under the condom industry and get everyone innovating again.”
Since last week, LELO has even taken its campaign to the streets of Slough, home to the headquarters of Reckitt Benkiser who own Durex and roughly 40% of the $3.9 billion global market for condoms, to challenge the company to invest more in innovation. From the middle of last week, LELO HEX™ took over the town with posters, billboards and ad vans communicating that ‘the condom is out of date’ and that the time for change is now.
Thomson continues, “People are often scared to criticize the condom, because it’s so essential in the fight against STIs. But if no-one demands change, nothing changes. It’s clear consumer interest and usage could be much, much higher. We feel the major condom brands have a responsibility to innovate too.”
“The major condom brands can be as much as 1000 times the size of LELO, but LELO has succeeded in changing the design of the condom and got people excited again. So we’re offering them the chance to explore our innovation first hand and take the next steps. This industry needs to compete on the basis of innovation, not the number of packs on shelves. It’s only then that the consumer wins, and STIs lose out.”
Over the coming weeks, LELO plans to blow open the challenges of the condom industry, and explain why so little innovation has occurred since the reservoir tip and lubricant was added to condoms back in the 1950s. Even those new condom projects famously backed by Bill & Melinda Gates are yet to reach the market, which is what makes LELO’s intervention so impactful. While the Charlie Sheen alignment has sparked a huge amount of debate, LELO HEX™ has been praised in the global media and by KOLs/ influencers alike as a genuine step forward.
“We all need to learn from our mistakes, and it’s wonderful to see Charlie Sheen spread the word about Hex condoms and the importance of safer sex that doesn’t need to compromise sensual sex“, says Ian Kerner, PhD, sex therapist and author of She Comes First.
Dr. Sara Nasserzadeh, thought leader in the field of sexual health and AASECT Certified Sexuality Counselor, says: “I hope with this new product in the market, we could question the status quo to eventually elevate condoms value to where it should be. In all honesty, condoms are still the most valuable protective products against STIs in the market. This is only the physical part of it, psychologically Condom’s value could be arguably even more since it could put the minds of the ones engaged in a sexual act at ease, therefore there would be less inhibitions and more allowance to explore and experience pleasure.”
The LELO HEX™ campaign ―on both LELO.com and Indiegogo―has already surpassed their goal of attracting 10,000 backers to pledge to try this new condom in advance. As a result, the company confirmed it has fast-forwarded production to meet the surge in demand during its launch phase. The campaign is available to view on LELO.com and the Indiegogo crowdfunding site, which specializes in pre-market launches.