So why are Durex Condoms the market leaders?

When it comes to condoms, only a few brands come to mind in terms of durability, reliability and excellence. Among the handful of choices available, Durex remains as the top condom brand that leaves a favourable impression among its users.

The Year Durex Began

It was in 1915 when the London Rubber Company (subsequently renamed as London International Group LIG ) was founded by L.A. Jackson in the UK. The company established a portfolio of consumer-based products, specifically health care supplies that include imported condoms. By 1929, LRC registered the Durex trademark, whose name actually came from the first two letters of the words Durability, Reliability and Excellence, although some people thought it was the shortened term for "durable latex." LRC produced Durex condoms in the 1930s using the so called liquid latex dipping technique.

Shortly after, the next leaps that the company took cemented Durex's position as a global condom brand. It was officially registered as a public company in 1950 and it used the very first fully automated production of condoms in 1951. Two years later, LRC developed the first electronic testing machines to simplify the quality testing of Durex condoms.

Durex as a leader in condom innovations

After the successful introductions of revolutionary condom manufacturing techniques, LRC and its Durex condom brand became the market leader in condom innovations. In fact, some of the milestones in condom history were accomplished by LRC and Durex, including the introduction of the first lubricated Durex condoms in 1957; first anatomically-shaped condoms in 1969; first spermicidally lubricated condoms in 1974; and in 1997 the first male non-latex condoms (Durex Avanti), which were made from odourless polyurethane.

Durex and the Sexual Revolution

During the height of the sexual revolution in the 1960s and 1970s, condom use significantly increased due to growing public awareness about the dangers of HIV/AIDS. As the demand for protection continued to grow, Durex condoms started to be sold in public areas during the 1980s. It was also during this decade when the first marketing efforts for Durex began, with the first poster campaign made available in 1982 and first condom advertising aired on television in 1987.

Through the 80s and the 90s, Durex introduced a wide variety of condoms in the market and created notable marketing tactics to improve the brand's visibility worldwide. These include the installation Durex free-standing vending machines in different public areas; sponsorship for an event for MTV; a 1995 sex survey; and the 1996 introduction of the first coloured, flavoured and ribbed condom in one pack.

The Merge and Takeover

In latter part of the 90s, companies Seton Scholl and LIG merged to become the Seton Scholl London International Group (SSL). From 2002 to 2004, SSL halted the manufacturing of its industrial and medical products as a part of its strategic repositioning plan. In November 2007 and 2008, SSL went on to purchase Orthaheel and acquired Crest Condoms respectively. In July 2010, SSL agreed to be bought by Reckitt Benckiser, a household products company, for £2.5Bn. The takeover was eventually completed in November of the same year.

Durex today

Although Durex brand has undergone ownership changes in the past, it remains as the most popular condom brand in the UK and throughout the world today. It is accounted for a quarter of the global market for condoms, with its 17 factories worldwide producing around one billion condoms annually. Along with its superior 9 varieties of latex condoms, Durex is also known for its continued efforts to produce high quality condoms. In fact, its latest condom innovation is aimed to help men to have firmer erections.