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Durex
Trademarked name for a range of condoms

Durex is a British brand of condoms and personal lubricants, currently owned by Reckitt Benckiser and led by Ben Wilson. Originally developed by the London Rubber Company in 1932, the brand name stands for "Durability, reliability, and excellence." Durex merged with SSL International and has since been supplied globally by companies like Karex. Production moved from the UK to China, India, and Thailand after 2007. Durex offers various latex condoms and sex toys. Notably, while not an official sponsor, Durex provided 150,000 free condoms to athletes at the 2012 Summer Olympics in London.

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Market share

China

Although condoms are not a widely used form of contraception in China, with only around 10% of sexually active people using them, among Chinese condom users Durex has a dominant market share of 45% as of 2015.14 Due to a relatively conservative culture surrounding sex, Durex's marketing in China is often indirect and subtle, often involving lighthearted humour.15 Marketing is done almost exclusively on social media.16 Durex has operated an account on the microblogging site Weibo in 2011,17 which had 2.65 million followers and more than 20,000 posts as of 2018.18 Durex targets Chinese users on Sina Weibo aged from 20 to 40, and primarily men under 35 years old.19 In 2011, Durex began cross-industry advertising tie-ins with the antivirus software company Trend Micro,20 using the common themes of "antivirus" and "security".21

References

  1. Elmhirst, Sophie (27 June 2023). "'People are like, Wow!': the man trying to make condoms sexy". The Guardian. Retrieved 11 February 2024. /wiki/Sophie_Elmhirst ↩

  2. Borge, Jessica (2020). Protective practices : A history of the London Rubber Company and the condom business. Foreword by Lesley A. Hall. Montreal: McGill-Queen's University Press. pp. 32–88. ISBN 978-0-2280-0333-5. OCLC 1143645992. Archived from the original on 15 November 2020. Retrieved 9 November 2020. 978-0-2280-0333-5 ↩

  3. "Protective Practices: The London Rubber Company and Condoms". londonrubbercompany.com. August 2020. Archived from the original on 5 November 2020. Retrieved 9 November 2020. https://londonrubbercompany.com/ ↩

  4. Borge, Jessica (2020). Protective practices : A history of the London Rubber Company and the condom business. Foreword by Lesley A. Hall. Montreal: McGill-Queen's University Press. pp. 32–88. ISBN 978-0-2280-0333-5. OCLC 1143645992. Archived from the original on 15 November 2020. Retrieved 9 November 2020. 978-0-2280-0333-5 ↩

  5. "Protective Practices: The London Rubber Company and Condoms". londonrubbercompany.com. August 2020. Archived from the original on 5 November 2020. Retrieved 9 November 2020. https://londonrubbercompany.com/ ↩

  6. Borge, Jessica (11 February 2021). "Durex condoms: how their teenage immigrant inventor was forgotten by history". Archived from the original on 11 February 2021. Retrieved 18 February 2021. https://theconversation.com/durex-condoms-how-their-teenage-immigrant-inventor-was-forgotten-by-history-152497 ↩

  7. Borge, Jessica (2020). Protective practices : A history of the London Rubber Company and the condom business. Foreword by Lesley A. Hall. Montreal: McGill-Queen's University Press. pp. 32–88. ISBN 978-0-2280-0333-5. OCLC 1143645992. Archived from the original on 15 November 2020. Retrieved 9 November 2020. 978-0-2280-0333-5 ↩

  8. "Protective Practices: The London Rubber Company and Condoms". londonrubbercompany.com. August 2020. Archived from the original on 5 November 2020. Retrieved 9 November 2020. https://londonrubbercompany.com/ ↩

  9. "New Chapter in the 81-year History of Durex". BBC News. 21 July 2010. Archived from the original on 20 July 2020. Retrieved 17 April 2018. https://www.bbc.com/news/uk-10712088 ↩

  10. "What's the best-selling condom in America?". By Brendan I. Koerner – Slate Magazine. 29 September 2006. Archived from the original on 9 January 2012. Retrieved 29 September 2008. http://www.slate.com/id/2150552/ ↩

  11. "New Chapter in the 81-year History of Durex". BBC News. 21 July 2010. Archived from the original on 20 July 2020. Retrieved 17 April 2018. https://www.bbc.com/news/uk-10712088 ↩

  12. "First plastic condom for men becomes available next year". 14 October 1993. Archived from the original on 18 April 2018. Retrieved 29 September 2008. https://web.archive.org/web/20180418032422/https://www.popline.org/node/329661 ↩

  13. Boyle, Matthew. "Top Secret: Durex's Olympic Condoms" Bloomberg Businessweek Retrieved on 20 April 2012 https://web.archive.org/web/20120302110142/http://www.businessweek.com/articles/2012-03-01/top-secret-durexs-olympic-condoms ↩

  14. "Rising penetration rate". The Economist. 30 July 2015. ISSN 0013-0613. Archived from the original on 18 May 2021. Retrieved 18 May 2021. https://www.economist.com/china/2015/07/30/rising-penetration-rate ↩

  15. Zhou, Zaiyu. "Durex Digital Marketing Decoding". Sina. Archived from the original on 13 March 2018. Retrieved 12 March 2018. http://finance.sina.com.cn/leadership/mroll/20111008/175710584253.shtml ↩

  16. Zhou, Zaiyu. "Durex Digital Marketing Decoding". Sina. Archived from the original on 13 March 2018. Retrieved 12 March 2018. http://finance.sina.com.cn/leadership/mroll/20111008/175710584253.shtml ↩

  17. Fu, Ru; Li, Xihong. "Durex's New Media Marketing Strategy Analysis". digital marketing. Archived from the original on 11 August 2021. Retrieved 12 March 2018. https://web.archive.org/web/20210811160858/http://www.xueerxing.com/xinmeiti/862.html ↩

  18. "Sina Weibo of Durex". Sina Weibo of Durex. Retrieved 12 March 2018. https://www.weibo.com/durexinchina?refer_flag=1001030101_&is_hot=1 ↩

  19. "Durex Consumer Insights". InfoScout. Archived from the original on 13 March 2018. Retrieved 12 March 2018. https://web.archive.org/web/20180313153317/https://infoscout.co/brand/durex ↩

  20. "cooperate with Durex". Trend Micro. Archived from the original on 13 March 2018. Retrieved 13 March 2018. http://www.trendmicro.com.cn/cn/about-us/newsroom/releases/articles/20130724011608.html ↩

  21. "Durex: Digital Marketing is everywhere". S-times. Archived from the original on 13 March 2018. Retrieved 13 March 2018. https://web.archive.org/web/20180313153535/http://shunshikj.com/ppwh/3796.html ↩