Page 61 - AVN July 2016

thought why not, and started researching. We found out early on
that silicone would not work, and decided it was not about the
materials used to make condoms, but it was about the structure.”
In stations designed to look like a chemistry lab, guests at the
Hex launch party learned about the latex condom’s construction,
which features a design of hexagons next to and above and
below one another, resembling a beehive. The design lets the
latex mimic the performance of graphene, which is a thin layer
of carbon in a honeycomb lattice that is considered one of the
strongest materials available. Sedic told AVN the design solves
the issue of breakage—which was proven at the demonstration
stations, where reps showed even when stretched out, pins
were unable to break through the latex—as well as the issue
of slippage, since the hexagon designs are on the inside of the
condoms, which help them stay place.
After Sedic spoke, he introduced a video featuring Sheen talking
about announcing his HIV status and the stigmas and myths
associated with condom use.
After the video ended, Sheen surprised the crowd by walking
onto the stage.
He spent a few minutes extolling the virtues of the Hex
condom, and said regular condom use could help many avoid
contracting HIV as he did.
“People have objected to condoms because of dubious
construction, poor fit—both ways—and decreased sensitivity,” he
said. “News flash: that all ends now.
“This is not your grandfather’s condom,” Sheen said.
After he addressed the crowd, Sheen talked further to AVN.
“After I announced my HIV status last November, I was surprised
when I saw searches for information about condoms increased,”
he said. “LELO contacted me about being a sort of spokesman
about this new condom, and I was hesitant at first. But then I
did some research and saw the technical appeal and the aesthetic
appeal and saw it had the ability to really be a game-changer. It
seemed like the Hex condom is the next step in revolutionizing
condoms and getting them used more.”
Given the rise of serious diseases like Zika and Ebola that
are sexually transmitted, moving beyond “your grandfather’s
condom” is more important than ever. LELO CMO Steve
Thomson pointed out, “STIs are on the rise and new ones are
appearing at an alarmingly frequent rate. Meanwhile the condom
has failed to keep up—in terms of design, it’s basically the same
It was not about the materials used to make
condoms; it was about the structure
— Filip Sedic, LELO co-founder
Next-Gen Protection Charlie Sheen (bottom left) and LELO’s Filip Sedic addressed the
media at the Hex Appeal campaign launch. An ice sculpture of the Hex adorned the room,
as well as demo stations decked out like laboratories and lots of LELO swag.
as in the 1920s. Something needs to change, and for that we wanted a partner who was truly
engaged on the topic.
“Charlie’s personal condition is a tragic reflection on sexual health today, but he is also a symbol
of change with the strength and courage to confront the key issues head on. He has gone out of his
way to fully involve himself in the Hex project, and we hope his participation will put innovation at
the center of the debate. He’s been a pleasure to work with, far beyond all expectations.”
After the event in New York, Sheen traveled to London June 16 to attend a similar gathering. The
events marked the condom’s global launch and kicked off LELO’s two-month “Hex Appeal” project.
The Hex Appeal project offers 10,000 backers around the world the chance to be among the first
to order Hex to see and feel the difference. By engaging these early backers in advance, and allowing
them to be the first to experience Hex, LELO hopes to create positive discussions on safe sex and
drive innovation in the condom industry as a whole.
LELO Hex will be available to order globally through August 12 with a promotion price of
more than 40 percent off retail and free global shipping. The condoms can be ordered on LELO.com
for $12 (12-pack) with free global shipping. The regular price of $19.90 will be in effect once
Hex Appeal is over.
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