Durex has launched a £1.2 million advertising campaign that will aim to increase sales of premium condoms. The ‘Intensely close – get closer than close to get your heart racing’ campaign will use billboard and online ads to target adults in the 18 to 34 age group.
Sukhy Somal, pharmacy manager, Midcounties Co-operative Pharmacy, Boley Park, Lichfield
"We've been focusing more on the contraception and sexual health category since attending a Reckitt Benckiser training evening. We now stock a wider range of sexual health products, including the Durex Play range.
We also became more aware of customers potentially feeling embarrassed about asking for products in this category. To make these products more accessible, we moved them next to the feminine hygiene section, which felt more appropriate.
We also put condoms by the counter, so people can discreetly buy them while they make other purchases. We use the consultation room to enable people to talk privately about sexual health.
We plan to make the most of national campaigns, such as Think about sex day, when we will offer little bags that include sexual health leaflets and free samples such as condoms and lubricants."
FACTS & FIGURES
Total condom market value
Volume and unit sales in the condom category continued to decline over the past 12 months, but at a slower rate than the previous year.
Value growth of pharmacy condom sales
Value growth has been driven by the sudden increase in price across the category.
Growth in supermarket condom sales
The main difference between supermarkets and pharmacies in the past year was the growth of Tesco own-label, launched in September 2011.
Growth in brand leader sales
Durex had an increase in incremental volume by giving away more volume on deal in supermarkets. Durex Performax and Fetherlite are contributing to the majority of the brand's growth.
BEST-SELLING CONDOM BRANDS*
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FIVE TIPS TO BOOST YOUR CONTRACEPTION AND SEXUAL HEALTH SALES
"If you hear any customers asking about [the category], make full use of your consultation room."
"When people travel abroad, you can advise them about the importance of effective sexual health practices such as using condoms."
"Be brave and innovative and think differently about how these products and services can be made accessible outside the GP's surgery."
Mimi Lau, director of pharmacy services, Numark
"Ensure your products are clearly visible to customers to save them the embarrassment of asking."
"Providing sexual health counselling, support and safe sex consultations adds a USP to our service, rather than just selling a product."