THE CHALLENGE

An international condom brand was preparing to launch a new lubricant. In Japan, the category is mainly associated with male fantasies, but the brand aimed to take a more sensitive and inclusive approach.

THE APPROACH

We interviewed both users and non-users of the category, focusing on couples in steady relationships, to understand their reasons for using or not using lubricants and lotions in intimate moments. Additionally, we conducted in-depth interviews with women in a comfortable setting, allowing them to openly share their experiences with discomfort during sex and discuss their expectations and concerns about personal lubricants.

THEOUTCOME

The insights informed the brand on its positioning among its competitors and helped devise a communication strategy that highlights the product’s uniqueness while challenging the stereotypes associated with the category.

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