Business Technology

Durex reveals tech-driven breakthrough to connect couples and boost sales worldwide

3 min read

12 March 2015

Former deputy editor

Sexual health brand Durex has introduced a new smartphone solution that is designed to connect couples in the bedroom and improve sex lives globally – boosting product sales in the process.

The company started work on the scheme with dating app Siren Mobile – which allows women to send photos to men of their choosing – on 3 March, promising to enhance the sex lives of people around the globe through the power of technology.

Since then, Durex has revealed hundreds of thousands of people visited the Durexlabs website to keep abreast of the new business development.

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The campaign was launched after researchers from Durham’s Centre for Sex, Gender and Sexualities found that technology is getting in the way of how often couples are having sex, which is causing tension and angst in relationships.

Indeed, 40 per cent of those interviewed said smartphones and tablets put a delay on sex, with some saying they rush sexual activity to answer messages. A third even went as far as to say they pause sex to answer the phone.

The technological discovery that Durex and Siren shared with a select number of couples struggling to connect was simple – turn your phone off. The emotional responses can be found in the video below.

Ukonwa Ojo, head of global brand equity at Durex, said: “With technology playing such a pivotal role in our personal lives and relationships, we asked if it could utilised in a positive way to enhance our sex lives, but in doing so we discovered the most effective answer can be the simplest.

“After consulting countless experts, academic research and qualitative interviews, the solution turned out to be a straightforward one – we should disconnect to reconnect.

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Susie Lee, the app entrepreneur and CEO of Siren Mobile, added: “Of course, tech can never really replace human interaction. True chemistry comes from intimacy. So whilst we need our tech – it has enhanced our lives, enabling us to reconnect with old friends, reach wider social groups and meet new people – we need to recognise the times and places when social networking doesn’t enrich our experience. We really need to learn to focus on each other in the bedroom, rather than on our smartphones or tablets.”