# Luxe Protection Brands offer luxurious condoms that aim to cement the habit of using protection. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 25, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/luxe-protection ## Key Figures - Trend score: 3.6/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: May 5, 2017 to Oct 25, 2018 - Published: Oct 25, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Luxe Protection trend ### Luxe Condoms As brands offer luxurious condom alternatives, similar branding trends may be applied to other health products dealing with taboos. ### Ethical Packaging Recreating conventional packaging with minimalist design choices and gradient colors may provide an elegant and fresh branding shift for more mundane products. ### 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. ## What the Luxe Protection trend means for industry ### For 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 for Luxe Protection Trend score 3.6 out of 10, from popularity 47%, activity 52%, freshness 8%. - Popularity: 47% - Activity: 52% - Freshness: 8% ## Examples of the Luxe Protection trend 5 featured examples from May 5, 2017 to Oct 25, 2018. - [Condom-Inspired High Fashion Lines](https://www.trendhunter.com/trends/condom-fashion): Moschino and H&M Take on Condom Fashion for in Latest Collab (Category: Fashion) Implication: 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… - [Earth-Focused Condom Campaigns](https://www.trendhunter.com/trends/care-condoms): Care Condoms Seeks to Promote Environmental Protectionism (Category: Eco) Implication: Opportunity to create environmentally-friendly condom design options that align with the growing demand for sustainable products. - [Gradient Contraceptive Packaging](https://www.trendhunter.com/trends/fabula-branding): Fabula Branding Created New Packaging for the Condom Brand INDIGO (Category: Marketing) Implication: Opportunity for contraceptive brands to create packaging that is both visually appealing and discreet, while still communicating necessary information. - [Gender-Inclusive Intimate Products](https://www.trendhunter.com/trends/sexual-health-products): Maude Crafts Sexual Health Products Meant for Everyone (Category: Lifestyle) Implication: Exploring opportunities to develop gender-neutral products that cater to a wider customer base. - [Ethical Vegan Condoms](https://www.trendhunter.com/trends/ethical-vegan-condoms): These Condoms by Sustain Natural are Vegan and Ethically Friendly (Category: Naughty) Implication: 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… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)