LifeStyles Condoms Launches 'Smart is Sexy' Campaign

LifeStyles Condoms Launches 'Smart is Sexy' Campaign

ISELIN, N.J. — Ansell, the makers of LifeStyles and SKYN Condoms, has unveiled the “Smart is Sexy” advertising campaign that’s designed to challenge the way people define sexiness.

Noting that mainstream portrayals of sex and sexuality can be cliché and are often weighed down by outdated stereotypes, Ansell says these messages have created discomfort surrounding open and honest discussions about sex, especially for millennial consumers.

LifeStyles "Smart is Sexy" advertisements aim to challenge clichés head-on via banner ads and videos that at first glance appear to support outdated concepts surrounding sexiness, but upon a closer look reveal various signs of sexy that focus on intelligence, confidence, ambition, open-mindedness and more. The campaign questions typical role models and societal expectations and aims to boost the confidence of users by encouraging them to embrace and celebrate sexiness in all its forms.

"The inspiration for 'Smart is Sexy' came directly from our key demographic, the millennial consumer," said Jeyan Heper, president and general manager of the Sexual Wellness Global Business Unit at Ansell. "In various focus groups, millennials explained to us that self-confidence and sexiness are directly linked, and young adults need to 'smarten up' by recognizing that sexiness does not only come from superficial beauty, physical exposure or sexual performance, but from feeling self-confident and sexy about yourself as you are."

Globally conceptualized by Hamburg, Germany-based +KNAUSS Agency and executed in the U.S. by the AMP Agency, "Smart is Sexy" will debut simultaneously in the U.S., Brazil and Australia, with China and Europe kicking off the campaign in early 2017. 

In addition to traditional channels, in the U.S., the campaign will also be supported by an interactive vending machine activation, which prompts users to answer five questions about sexual health in order to receive a free condom sample. Questions range from stats on STIs and contraception to the history of condoms.

The machine debuted as a pop-up in New York City's Washington Square Park on Nov. 18 before moving to New York's Webster Hall where it will remain for at least one month before traveling to various locations including city-centers, nightclubs and bars, and colleges and universities across the U.S.

All LifeStyles Condoms are triple tested to meet U.S. reliability standards. LifeStyles Condoms are available at a wide range of big box retailers, drugstores, grocery and convenience stores across the U.S.

Related:  

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Male Power Debuts 'Pack & Play' Collection

Male Power has introduced its new Pack & Play collection of men's underwear.

Orion Debuts New Styles From Cottelli Lingerie

Orion Wholesale is now shipping new styles from its Cottelli Curves plus-size lingerie line.

Sportsheets Unveils Rebranded 'Edge' Line, 9 New Products

Sportsheets has debuted its reimagined Edge line featuring nine new products.

Our Erotic Journey's James Guo Profiled on Wired.com

James Guo, founder of pleasure brand Our Erotic Journey (OEJ), is profiled in a new feature on Wired.com titled "The Toymaker Who Wants to Be the Next Willy Wonka of Sex Tech."

Williams Trading Unveils 'Christmas Giftables' Catalog

Williams Trading Co. has released this year's edition of its "Christmas Giftables" digital catalog.

Magic Silk Debuts 'Leather + Lace' Collection

Magic Silk has introduced its new Leather + Lace lingerie collection.

Fleshy to Launch Interactive Cam Site 'Eromote'

Male pleasure brand Fleshy has announced that it will launch an interactive, bidirectional cam site next month called Eromote.

New York Magazine Names 'Magic Wand Rechargeable' Its 'Best Overall Vibrator'

New York Magazine's "The Strategist" vertical has named Vibratex's Magic Wand Rechargeable the best overall vibrator.

Global Novelties Debuts New 'Stoner Vibes' Collection

Global Novelties has introduced its new Stoner Vibes in the Rear collection.

2025 XBIZ Exec Awards Nominees for Retail Industry Announced

XBIZ is pleased to announce the nominees for the retail industry edition of the 2025 XBIZ Exec Awards, set to be presented as part of the annual XBIZ Honors ceremony on Saturday, Jan. 18 in conjunction with XBIZ Expo.

Show More