Financial Times

New sensation?
Top condom brand offers protection and pleasure
By Lanelle Hills and Duruthu Edirimuni
For those who thought curling up with a copy of the "Kama Sutra" was enough to spice up their “other” life, one of the world's top condom brands offers pleasure enhancement at the next level with condoms that promise something for most of the senses and not just for the taste buds alone.

Interestingly condoms have evolved into devices of pleasure enhancement as opposed to being synonymous with family planning tools and preventing sexually transmitted diseases (STDs).

This was the case at a recent launch when Chemical Industries Colombo Ltd., (CIC) together with SSL International unveiled the colorful range of Durex condoms from flavoured, fragrant, lubricated, ribbed, dotted, to the latest called the 'Performa' which prolonges the hormonal urge.

Many women were of the opinion that the latter would be a hit in Sri Lanka with segmentation of Durex condoms varying from mutual safety, mutual pleasure and mutual feeling. The Durex brand owned by SSL international and imported and marketed by CIC promises to enhance the intimate experience as a safe, reliable and fun generating device.

"We're pitching it high, and not just as a contraceptive, but as one of the best ways to enhance pleasure," said Sarath Premakumar, Director Personal Care at CIC Chemical Industries.

The compere promised that Durex was here to stay and it certainly looked that way when they unveiled the different varieties designed for 'everyone's fantasy'. The launch saw some suggestive video clippings that were suggestive of the act itself.

Scantily clad models swayed to the music of "would you like to go to bed with me", seductively swinging and draping sashes with different sub-brands of Durex portrayed on them. We were wondering since the condoms were for males, why women displayed them and was it time to be casual about sex in our society?

Except for four solitary females from the media none were present at the launch that saw nearly 150 very intently interested males, which got us thinking that sexual liberation for Sri Lankan women may still be some way off.

Kavindra de Silva, Product Executive Personal Care at CIC described the present condom market as "monopolistic in nature", dominated by its two main competitors, the FPA and Population Lanka.

With 20 million condoms being sold in Sri Lanka, and 15 million being snapped up in a year, De Silva said the company hoped for a five percent share of the goodies generated by the 'pleasure enhancement product'.

Launched in World War II and in existence for 75 years, the Durex brand of condoms is derived from the three principle attributes of the product, which are Durability, Reliability and Excellence.

The main ingredients attributed to the brand's longevity and a manufacture rate of a billion condoms a year with a 32 percent stake in the global branded market, were due to its reliability and quality, said Neale Rhys, Regional Manager SSL International.

He said such standards were kept through the rigorous testing that the products were put through. For instance the air inflation test carried on samples of each batch of condoms which tests for strength and elasticity involves the condom being filled with air till it reaches bursting point, ideally a Durex condom can hold 40 litres of air which is the equivalent of nine gallons of water before bursting. If flaws are detected then the entire batch is withdrawn. Although 'pleasure enhancement' may sound enticing, it comes with steep price tags ranging from around Rs. 75 to Rs.165, a pack which is more than double the price of a local condom.

Being aware of the cultural taboos associated with condoms in Sri Lanka, De Silva said steps were in place to ensure privacy and confidentiality during purchase, and that no harm would be brought to the local culture, adding that they would be available at selected outlets.

Personal samples would be available during promotional activities aimed at selected night clubs, national sports clubs and gas stations so that once stocks hit the market "crowds would be driven to buy them".

Due to the sensitivity of the subject matter he said no TV commercials would advertise the product. It would be advertised in a few selected magazines, through direct mailing and also via e-mail correspondence.

Condom facts
The earliest records of condom use is traced to ancient Egyptians around 1000 BC, who used a linen sheath for protection against disease. The first published account of the condom was due to a syphilis epidemic that spread across Europe in 1500s. The first published use of the word 'condum' was in a 1706 poem.

It is said that even the most famous lover of all, Casanova, used condoms as a birth control method and to protect against infection. By the mid-1930s, the fifteen largest makers in the U.S. were producing 1.5 million condoms a day. In 1957, the very first lubricated condom was launched in the UK by Durex. From the early 1960s, use of condoms as a contraceptive device declined as the pill, the coil and sterilisation became more popular.

The use of the condom increased strikingly in many countries following the recognition of HIV/AIDS in the 1980s. Condoms also became available in pubs, bars, grocery stores and supermarkets. The 1990s also saw the introduction of coloured and flavoured condoms.

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