Category
Lifestyle
Assisted Choices
Trend cluster
Category
Repackaged
Convention
A new spin on prophylactics reminds consumers of their importance.
4.6
Trend score
Trend
What is the Repackaged Convention trend?
Repackaged Convention: Although most consumers have been taught the importance of using prophylactics, traditional marketing tactics may not be enough to encourage their use. Repackaging this product, whether making it more fashionable, unique or exciting in some way, stands to elevate their importance in consumers’ minds once again. Any conventional product can be viewed as boring; thus, it is up to brands to discover new ways to convey an old message.
Trend themes
Themes within the Repackaged Convention trend
Three behaviours holding the trend together01
Luxury Condoms
Luxury fashion houses and high-end brands are redefining safe sex with the trend of condom branding, creating disruptive innovation opportunities in the condom industry.
02
Condom-locating Apps
Condom-locating apps are disrupting the traditional way of condom distribution, creating innovation opportunities in the mobile app industry.
03
Eco-friendly Condoms
Eco-friendly condoms are creating disruption in the condom industry, as socially conscious consumers demand safer, sustainable and socially responsible products.
Industry implications
What the Repackaged Convention trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion houses and high-end brands are tapping into the market of safe sex by creating luxury condoms.
For
Mobile Apps
Condom-locating apps are creating innovative disruption in the traditional condom industry.
For
Health & Wellness
The rise in eco-friendly condoms shows that the health and wellness industry is shifting towards sustainable products.
Trend signals
Trend signals for Repackaged Convention
Trend score 4.6 out of 10, from popularity 70%, activity 59%, freshness 8%.
Popularity70%
Activity59%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Repackaged Convention trend
5 featured examples from Feb 3 to Nov 15, 2011CategoryNaughty
Couture Latex Brands
This Marc Jacobs Condom May Appeal to the Brand's Male Fans
Branding condoms is a way for luxury fashion houses to tap into the sexual health industry.
CategoryNaughty
Contraceptive-Locating Apps
NYC Condom Finder App Makes the Big Apple the Safest City for Sex
The rise of contraceptive-locating apps presents an opportunity for mobile app developers to create innovative solutions that help users find contraceptive products easily.
CategoryMarketing
Sporty Condom Campaigns
The Durex Performa Sign Markets to the Crowd During Half Time
Durex Performa's campaign suggests opportunities for disruption and innovation in the condom industry.
CategorySocial Good
Eco-Friendly Condoms
L. Condoms are Women-Empowering and Environmentally Sustainable
The sexual wellness industry should explore creating eco-friendly and gender-inclusive products in response to evolving attitudes towards sex and health.
CategoryLifestyle
Prophylactic Purses
Bags by Mags 'I'm Covered' Collection Empowers Women
The fashion industry can create new, innovative clothing items and accessories that promote safe sex and contraception with the current trend of contraceptive fashion.
