durex invisible

Durex has developed what it says is its thinnest range of natural rubber latex condoms - ‘thinner than a human hair’.

The Invisible range will roll out from the beginning of next month in ‘extra sensitive’ and ‘extra lubricated’ variants, each presented in six and 12-pack 3D cylindrical containers for a ‘super premium’ feel.

It will be available from Tesco, Asda, Sainsbury’s, Morrisons, Waitrose, The Co-op, Superdrug and Boots with an rsp of £9.99-£14.99, in line with the brand’s Reel Feel range.

The NPD would “transform the market” by addressing one of the main barriers to condom use - reduced sensitivity, said UK category manager Olivia Walker, adding Invisible would help make “good sex great”.

Made with “innovative technology”, both variants are 45 microns thick - compared with the 70 microns of an average standard-thickness condom and 46 microns of the average human hair - and would tap demand for “heightened sensitivity without compromising safety”, said Walker.

The launch comes on the back of Durex research that found three in four British men reported lack of sensitivity when using a condom.

Reckitt Benckiser is supporting Invisible with a £1.6m push, including TV, press and online.

The new range follows the introduction of Durex non-latex Reel Feel in February 2014, launched to satisfy consumers seeking a more natural sensation, which helped Durex post 2.5% growth to £41.5m in a category up 1.4% to £51.8m [Nielsen 52 w/e 10 October 2015].