Page 20 - AVN Intimate Summer 2016

FEATURE
By ShARAn STREET
Rubber Remade
LELO reenvisions condom, taps Charlie Sheen to endorse
LELO, the Swedish pleasure products
manufacturer that was one of the first to
focus exclusively on items made from
high-quality materials and featuring
innovative technology, presented one of
the first major developments in condom
design with the global launch of the
LELO Hex, which has been endorsed by
Hollywood actor Charlie Sheen.
During the launch party, which
took place June 13 in a trendy space
in New York’s Hell’s Kitchen, guests
and international members of the press
enjoyed hors d’oeuvres and themed
cocktails—the Hexecutive and the
Hexquisite—while they learned about
the new condom.
Filip Sedic, one the three original
founders of LELO, addressed the crowd,
discussing the research and work behind
the development of he Hex and the
features that set it apart from others on
the market.
“Thirteen years ago, we set out to
change the sex toy industry forever,”
he said. “We wanted to transform sex
toys using modern technology to make
them beneficial to customers all over
the world. The industry changed us too,
because as we grew we began to focus
more on sexual health and sexuality.
“Seven or eight years ago, we had
people asking us why we couldn’t make
condoms out of the same silicone we
used to make our sex toys so silky soft,”
Sedic continued. “We 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.
20 | INTIMATE | SUMMER 2016
It was not about the materials
used to make condoms;
it was about the structure
— Filip Sedic, LELO co-founder
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 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.