The Future Of Sex Has Arrived: Durex® Prepares To Launch Into Digital Marketplace With Mobile Technology

Mar 04, 2015, 11:36 ET from Durex

PARSIPPANY, N.J., March 4, 2015 /PRNewswire/ -- Durex®, the number one condom brand in the world and sexual well-being leader, has revealed today that it will launch into the digital marketplace with its new technology division, Durexlabs, ahead of a major announcement that could revolutionize our sex lives. Durexlabs is the company's first significant step into the digital field helping to embrace changing social behaviors and the paradigm of intimacy with mobile technology.

This mobile technology creation that Durexlabs will announce was developed through a partnership with tech entrepreneur Susie Lee, CEO of Siren Mobile. As a leader in the world of mobile technology, Lee's expertise as a biochemist, biophysicist and visual artist has helped to bring a fresh perspective to Durexlabs' on evolving relationships with mobile technology.

"With our deep understanding of arousal and the impulses involved, it was only natural for us to look at how we could combine intimacy with digital technology," states Richard Arnold, Durex Head of Research and Development. "We took inspiration from modern habits as well as the ever growing reliance on portable technology for virtually everything in our day-to-day lives. Our market research has identified a genuine desire for this technology to exist in our sex lives."

Susie Lee, CEO of Siren Mobile dating app states, "It's been such an incredibly exciting process working with Durexlabs. Through the proliferation of smart phones, social media and dating apps, technology has proven a hugely successful medium in bringing people together and maintaining close relationships. With Durexlabs we are taking the next vital step by embracing technology to amplify human connection in the bedroom and improve sex lives."

Durex is currently looking for beta testers around the world to be the first to experience this new breakthrough in mobile technology. Anyone who is interested can register in advance for updates from Durexlabs via www.durex.com/durexlabs where they will receive a first look and free access opportunity for a limited period.

About Durex

Durex® is the #1 sexual well-being brand worldwide. The brand not only produces condoms which exceeds global testing standards, but also offers pleasure gels, lubricants and personal massagers. With over 80 years of experience in the bedroom, Durex is dedicated to inspiring lovers to love sex safely. That is why Durex will never stop innovating with new products that enhance the sexual experience, helping couples get closer and go further together.

For more information, go to www.Durex.com.

About Durexlabs

Durexlabs is the new digital technology research division of Durex. Formed in response to extensive quantitative and qualitative research into our evolving relationship with digital technology, Durexlabs' manifesto is to embrace changing social behaviors and the paradigm of intimacy and mobile technology.  From 2015 Durexlabs will aim to develop a series of products that use digital technology to benefit couples in the same way as the company's traditional range of products.

About Susie Lee

Susie Lee is a visual artist and the CEO of Siren. She graduated from Yale, Columbia, and University of Washington in molecular biophysics and biochemistry, urban public education, and fine arts. She brings her perspective as researcher, educator, and artist to create technology platforms that amplify human connections. Recognized for "intelligence, emotion, and sensuality," her artwork is included in notable public collections and has been commissioned by numerous museums.

One of the very few female CEOs in the startup world, Lee launched Siren to creatively overhaul online dating. Siren's revolutionary app has gained significant momentum and captured the public's imagination with over 100 in-depth interviews and profiles including The Guardian, NPR, Seattle Times, CNN, Cosmopolitan, Marie Claire, TechTimes, Geekwire, The Stranger, Engadget, The Washington Post, and ThinkProgress. 

For more information, go to http://siren.mobi 

About RB
RB (formerly Reckitt Benckiser) is the world's leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries. The company employs approximately 37,000 people worldwide.

With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 20 of companies listed on the London Stock Exchange. Today it is the global No. 1 or No. 2 in the majority of its fast-growing categories. Its health, hygiene and home portfolio is led by 19 global Powerbrands including Mucinex, Durex, Scholl, Lysol, MegaRed, Veet, Finish, Air Wick, French's, Nurofen, Strepsils Gaviscon, Dettol, Harpic, Bang, Veja, Mortein, Vanish and Calgon.

For more information visit www.rb.com.

Media Contact:

Jacqueline De Berry
Porter Novelli for RB
Jacqueline.DeBerry@porternovelli.com
212.601.8246

 

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SOURCE Durex



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