Durex Naturals: Making reclaimed sexual pleasure a better customer experience

Durex, a condom brand, promoted its new Durex Naturals lube among young women in the UK by launching a mixed-media campaign that encouraged them to reclaim their sexual pleasure.

Summary

With social taboos limiting a better customer experience with Durex Naturals lube, it took boldness, and a little-known fact, to turn the tide.

Background: A brand built on liberating good sex for all

Durex is the world's leading condom manufacturer. In recent years it has broadened its business, producing gels and lubricants to liberate good sex for al

The problem

Britain has around 7M sexually-active women aged 18-34. 81% of them suffer from discomfort during sex, due to dryness[1]. Since 2017, Durex has produced and marketed a natural lubricant, but most young women were just putting up...

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