According to Mates Healthcare, women already make up one third of the market’s £69m of sales each year.
Now it is hoped the new range, which features purple and silver packs aimed at catching the female eye, could expand that share even further.
Each of the new products - Sheer Pleasure, Intense Pleasure and Xtra Pleasure - is designed to heighten a woman’s pleasure during lovemaking. Rsp for
packs of 10 will be at a premium of £8.49 and each format will also be available in handbag handy packs of two costing £2.25. The company plans to back the range with part of the £2m spend it is throwing behind the Mates portfolio this year.
Advertising will centre on press treatments, while guerilla marketing and leafleting are also being thrown into the mix.
Mates is also planning to introduce more new products later this year in a bid to bridge the gap between itself and market leader Durex.
Stephanie Surrey, Mates’ head of marketing for the UK and Ireland, said: “We have been talking to women about what they want and this product range answers those consumer needs. For example, Sheer Pleasure is the thinnest condom on the market to ensure as much sensation as possible for both partners.
“Women are now more confident about their sexual desires and needs and this range addresses that.”