Category
Lifestyle
Assisted Choices
Trend cluster
Category
Luxe
Protection
Brands offer luxurious condoms that aim to cement the habit of using protection.
3.6
Trend score
Trend
What is the Luxe Protection trend?
Luxe Protection: The adoption of luxurious branding or designs for condoms is on the rise, as brands seek to both standout and cement the use of condoms as part of consumer's sexual health-related rituals. This branding shift gives companies an edge over competitors that tend to prioritize more suggestive campaigns when it comes to sex.
Insight
The consumer insight behind the Luxe Protection trend
Since Millennials value the overall experience of a product—this includes the intended functionality and the visual aesthetic—and since novelty is a strong part of purchasing decisions for this demographic, many consumers place a premium on well-curated offerings that allow them to feel glamorous and special. This preference is applied across all possible facets of one's lifestyle and in some cases, it reflects the shifting values of younger generations toward more open cultures that are liberated from traditional societal taboos.
Trend themes
Themes within the Luxe Protection trend
Three behaviours holding the trend together01
Luxe Condoms
As brands offer luxurious condom alternatives, similar branding trends may be applied to other health products dealing with taboos.
02
Ethical Packaging
Recreating conventional packaging with minimalist design choices and gradient colors may provide an elegant and fresh branding shift for more mundane products.
03
Gender-Inclusive Design
Maude's gender-inclusive design elements proved successful in simplifying sexual product categories, which can be beneficial for freeing other once-stigmatic products from gendered packaging or branding.
Industry implications
What the Luxe Protection trend means for industry
Where the trend changes the playbookFor
Health and Wellness
Brands selling health products can package and create appealing designs of their products to conform to Millennial value of embracing modern, all-inclusive cultures.
For
Fashion and Accessories
Condom fashion design options for Ready-to-Wear pieces can provide an innovative branding shift for fashion items illustrating how a product’s visual aesthetic is displayed can be critical to a product's success.
For
Environment and Sustainability
Care Condoms’ focus on environmental preservation is an example of how industries can promote social and environmental causes to complement commercial pursuits, satisfying the conscious consumer trend.
Workshop question
How could your company rebrand one of its more common products or services?
Trend signals
Trend signals for Luxe Protection
Trend score 3.6 out of 10, from popularity 47%, activity 52%, freshness 8%.
Popularity47%
Activity52%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Luxe Protection trend
5 featured examples from May 5, 2017 to Oct 25, 2018CategoryFashion
Condom-Inspired High Fashion Lines
Moschino and H&M Take on Condom Fashion for in Latest Collab
The condom-inspired high fashion trend offers a disruptive innovation opportunity for the fashion industry to push boundaries and experiment with unconventional designs that chall…
CategoryEco
Earth-Focused Condom Campaigns
Care Condoms Seeks to Promote Environmental Protectionism
Opportunity to create environmentally-friendly condom design options that align with the growing demand for sustainable products.
CategoryMarketing
Gradient Contraceptive Packaging
Fabula Branding Created New Packaging for the Condom Brand INDIGO
Opportunity for contraceptive brands to create packaging that is both visually appealing and discreet, while still communicating necessary information.
CategoryLifestyle
Gender-Inclusive Intimate Products
Maude Crafts Sexual Health Products Meant for Everyone
Exploring opportunities to develop gender-neutral products that cater to a wider customer base.
CategoryNaughty
Ethical Vegan Condoms
These Condoms by Sustain Natural are Vegan and Ethically Friendly
Manufacturers of birth control products can innovate within the industry by offering environmentally friendly, non-toxic and cruelty-free options like the ethical vegan condoms of…
