Durex revamps condom range to widen appeal

The revamp is part of an extensive campaign that aims to build on
Durex's strengths as a trusted, reliable brand and boost its appeal to a
wider audience. Condom use is lower among older consumers, dropping by
two thirds among the over-50s, and Durex plans to make the brand more
relevant to this group.

According to research by the company, consumers are becoming more
adventurous sexually, as women are now more proactive and there has been
a shift in attitudes toward sex toys and retail.

'Consumers want us to help with their sexual wellbeing and normalise the
use of products within it,' said Mark Critchley, head of global
marketing at Durex.

Durex has already extended its brand with a range of lubricants and sex
toys under the Durex Play name. The line is distributed in mainstream
retailers such as Boots. The products, which were launched in 2005 with
packaging created by Kinneir Dufort, have achieved sales of £35m.

Durex is part of SSL International. In the last financial year, it
recorded global sales of £187m, accounting for 39% of the parent
company's total sales.