Brands offer luxurious condoms that aim to cement the habit of using protection
Trend - 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 - 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.
Insight - 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.
Workshop Question - How could your company rebrand one of its more common products or services?
Trend Themes
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Luxe Condoms — As brands offer luxurious condom alternatives, similar branding trends may be applied to other health products dealing with taboos.
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Ethical Packaging — Recreating conventional packaging with minimalist design choices and gradient colors may provide an elegant and fresh branding shift for more mundane products.
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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
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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.
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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.
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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.
