September 13, 2005
Elexa Gets Intimate With Females
The makers of the Trojan condom, this week introduced a new intimate product line named "Elexa." Targeted exclusively to women, the product line includes a condom, vibrating ring, intimate gel, and refreshing cloths.
Unlike their competitors, Elexa condoms will be sold in the feminine hygiene aisle because market research has found many women, who make up about a third of condom buyers, feel embarrassed to browse where the men traditionally buy condoms.
With its seductive packaging design and the Greek-sounding name, this brand is sure to help Trojan find new users among women who might be turned off my its clearly masculine parent name.
Trojan commands about 65% of the US condom market. Recent campaigns designed to attract female buyers have focused not on "safety," but on "pleasure", with product names like "Ultra Pleasure," "Very Sensitive" and "Ultra Thin." Smart move: in 2002, London International Group, which produces Durex condoms, started naming products "Ultimate feeling," "Ultra comfort" and "High Sensation." This focus on pleasure and comfort, designed to appeal to females, led to a 35% increase in sales to women.
Incidentally, Elexa's etymology derives from the Greek Alexa, and means, "protector of mankind." Good fit, Trojan.
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