JUST IN CASE and LONDON DRUGS Pioneer Safe Sex Beauty Trend in Canada

Women Carry condoms? Absolutely with a sexy compact

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Apr 14, 2011, 02:10 ET

VANCOUVER, British Columbia and LOS ANGELES, April 14, 2011 /PRNewswire/ -- Recognizing the powerful, untapped women's market in sexual health products, London Drugs is taking the lead by offering award-winning JUST IN CASE the first fashion-centric compact that bridges beauty and sexual heath in their Health/Wellness department. The unique JIC compact looks like a mirrored make-up compact and has a hidden compartment to hold condoms. http://www.justincaseinc.com/products.cfm

First seen in Canada on the syndicated talk show THE DOCTORS, Canadian women have been waiting for the compacts to be available locally. London Drugs http://www.londondrugs.com/Cultures/en-US/default.htm and Cana International Distributing, Inc., the exclusive distributor for JIC products in Canada, are taking this message and creating a huge trend toward safe sex. And the trend is building. JUST IN CASE has been selected as an inclusion in this year's official Daytime Emmy Gift Bag.

The founders of Just in Case, Inc., a mother/daughter team from California – Marsha G. Bartenetti, and Rachael Sudul created their product to solve a puzzling missing link between "what we know and what we do" in terms of safe sex. "It doesn't matter how many free condoms are dispersed. If a woman thinks she'll be judged or embarrassed – she won't carry them. Don't underestimate the power of embarrassment over an otherwise smart choice," says Sudul. "Remember Sex in The City when Carrie drops her purse on the sidewalk and was horrified as condoms spilled out in front of Big? We all collectively reacted and related to that scene."

The perfect gift for mothers to give a daughter as she goes off to college – a perfect tool for having "the talk" – and the perfect present for any girlfriend, bridesmaid, or recently divorced women starting to date again. "And let's not forget the overlooked population of widows who are vulnerable to contracting STD's in their later years," adds Michelle Cioli, President of Cana International. "They begin dating again and find the world of dating has changed dramatically. We are proud to be the exclusive distributor of this groundbreaking product that empowers Canadian women of all ages to make smart choices. And of course, do it in style!"

Says Bartenetti, Our message is that every woman: Love Well. Love Wisely.®

London Drugs/Western Canada

London Drugs.com

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SOURCE London Drugs; Just in Case, Inc