Sales of New Hyaluronic Acid Condoms Surge in China
Reckitt, the maker of Durex condoms, has reported a significant surge in sales of its new hyaluronic acid-lubricated condoms in China. Hyaluronic acid, a popular beauty ingredient, is now making waves in the condom market, according to the household goods giant.
The company launched its range of hyaluronic acid-lubricated Durex condoms in China in October 2022, with a follow-up version released in March of the following year. This innovative product has seen double-digit growth in sales within the first nine months of its introduction.
While hyaluronic acid is well-known for its moisturising benefits in the beauty industry, Reckitt revealed that the ingredient is now being embraced by condom users for its unique properties. The company stated that the hyaluronic acid-lubricated condoms were designed with the pleasure of both partners in mind, but have notably resonated with female consumers.
In fact, Reckitt disclosed that over a third of buyers of the Durex Hyaluronic Acid condoms in China are women, a higher proportion compared to other condom variants on the market. This demographic shift highlights the appeal and success of the new product in meeting the needs and preferences of female customers.
The company further emphasised its market leadership in hyaluronic acid-lubricated condoms in China, based on recent industry data. The positive reception of the new product line has also contributed to a “high single-digit” growth in sales of Reckitt’s intimate wellness ranges in the past quarter.
Kris Licht, the CEO of Reckitt, expressed delight in the success of the innovative launch in China, attributing the positive response to the moisturising benefits of hyaluronic acid that resonate with consumers. Durex, a pioneering brand in the condom industry since 1932, continues to drive growth and innovation with its latest offerings.
In summary, Reckitt’s introduction of hyaluronic acid-lubricated condoms in China has proven to be a strategic move that aligns with changing consumer preferences and market trends. By leveraging the popularity of hyaluronic acid in beauty products and focusing on enhancing user experience, the company has successfully captured a growing segment of the condom market, particularly among female consumers. The strong sales performance and market leadership in this category underscore the positive reception and demand for innovative and inclusive intimate wellness products in China.