Best Sex Comes with Strings Attached, New Durex Survey Reveals

Over 90 percent of respondents find sex more fulfilling when there is an emotional connection

Apr 03, 2013, 09:39 ET from Durex

NEW YORK, April 3, 2013 /PRNewswire/ -- The best sex occurs between two people who know and trust each other, according to a national study conducted by Durex, the world's #1 condom brand1 which also offers a range of lubricants and personal massagers. The Durex "Great Sex Survey" was fielded as part of the brand's new "Liberating Side of Being Together™" campaign, which was unveiled last night at a star-studded event hosted by Jenny McCarthy at the Dream Hotel in New York City.

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"When people think of great sex, many often conjure up images of one night stands or Spring Break," said Laurent Faracci, chief strategy and marketing officer, Reckitt Benckiser USA. "Our research shows the contrary, that when you are with someone who wants only you, you feel confident enough to try out new things and express your fantasies, which in turn leads to more intimacy and even better sex between partners. At heart, Durex inspires and embarks lovers on a journey to more intimacy, 'sexploration' and better sex."

Great sex is not just nice to have, as 83 percent of respondents believe it is key to maintaining a great relationship. The best sex comes with strings attached for 96 percent of men and women who think that sex is more fulfilling when there is an emotional connection between partners, while 94 percent of respondents say sex is better when your partner wants only you2. Another benefit of being with someone special is that you can move to the next level and "sexplore" together. In fact 95 percent said being with someone that only wants them is what gives them the confidence to "sexplore" and try new things.

This theory has been around for some time. Durex conducted other market research in 2012 about American sexual habits and saw similar trends. As opposed to popular culture beliefs, the brand found that Americans who do not see sex as purely physical are more satisfied with their overall sex life3, more confident in their sexual abilities, have a stronger sex drive and are more confident in discussing or suggesting new sexual ideas with their partners4.

Durex inspires couples to get closer and go further through its extensive collection of condoms, lubricants and personal massagers, as well as tips and advice for lovers to make their bedrooms hotter than ever before. Durex's latest product, Massage & Play 2 in 1 massage gel and intimate lubricant is designed for sensual pleasure from head to toe and everywhere in between.  Durex also launched Performax® Intense condoms in 2012, the first condom designed to speed her up and slow him down.

"I'm excited to host tonight's Durex event and to celebrate great sex among lovers," said 1993 Playboy Playmate, actress and comedian, Jenny McCarthy. "For me, the liberating side of being together means being with someone I really care about – who makes me feel sexy – so I can be myself and we can try new things together and have even better sex."

For more information and sex tips, please visit the new Durex website at or visit the Facebook page at Durex will also be sponsoring branded content on YourTango, with a video series that features renowned relationship experts Matt Titus, Paul Carrick Brunson, Esther Perel and Moushumi Ghose. And because spending some quality time together helps you get closer and go further, the site will be running a sweepstakes for a romantic trip for two to a fabulous resort in Mexico and 200 $100 certificates to

1Based on Global Nielsen Unit Share Data for the 52 weeks ending 1/1/12

Survey Methodology

2Survey was conducted via CrowdTap among a sample size of 2,000 respondents with a ~50/50 gender split, age 25+.  Survey was conducted between from March 16 – 27, 2013. Crowdtap is the network for Brand Influencer Communities and allows marketers to easily collaborate, mobilize and market with their targeted brand crowd of influential consumers. For more survey results, please contact Porter Novelli.

3 Base: All respondents (US) n=1477; Lovers n=830; Gratifiers n=647. Research conducted by Incite Marketing Planning in 2012.

4Base: All respondents (US) n=7660; Lovers n=830; Gratifiers n=647. Research conducted by Incite Marketing Planning in 2012.

About Durex
Durex® is a global leading sexual wellbeing brand worldwide. The brand not only produces condoms which exceeds global testing standards, but also offers 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.

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About Reckitt Benckiser
Reckitt Benckiser (RB) is a global consumer goods leader in health, hygiene and home.

With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 of companies listed on the London Stock Exchange. Since 2000, net revenues have increased and the market cap has increased by five times.  Today it is the global number one or number two in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands including Nurofen, Strepsils Gaviscon, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite, Calgon, Airwick and French's, and together these brands account for 70 percent of net revenue. 

RB people and its culture are at the heart of the company's success. RB has an intense drive for achievement and a desire to outperform wherever it focuses, including CSR where the company has reduced its Carbon footprint by 20 percent in five years and is targeting now to deliver a 1/3 reduction in water use, 1/3 further reduction in Carbon and have 1/3 of its net revenue coming from more sustainable products by 2020. RB is also the Save the Children charity's largest FMCG global partner.

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 38,000 people worldwide.

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Sabrina Michaeli
Porter Novelli
T +1 212.601.8163