Top condom brand offers protection
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
condoms have evolved into devices of pleasure enhancement as opposed
to being synonymous with family planning tools and preventing sexually
transmitted diseases (STDs).
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
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.
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.
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.
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?
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.
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.
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
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.
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.
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.
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.
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
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.
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.
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.
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.