The FC2 Female Condom is an internal condom created to protect against pregnancy, HIV/ AIDS, and other sexually transmitted infections. It is meant for women, but the niche market I’ve been re- searching is women who want to have sex during menstruation.
The rebranded packaging would generate more sales, but more important than that would be to create more positivity surrounding sex during menstruation. Women often feel ashamed and disgusted with their body’s natural cycles, even feeling physical pain. Internal condoms provide an opportunity to have sex during that time of the month. In my research I found that men care less about having period sex than women. According to Women’s Health, more than 75% of guys polled they’d love to have period, with 54% saying they would only do it with a serious girlfriend or wife, so there’s a group of over 21% of men who would do it with who ever. There’s no medical reason women can’t have period sex. It can actually ease PMS symptoms, such as cramps, headaches, and depression.
There are three boxes targeted to each audience. The lovers which is the straight couple, for her prowl, which is for the single woman, and for the lady’s lady which is for lesbian couples. The circular patterns relates to two things, the circular motion creates a visual vibration relating to vibrators, just kidding, meant to show sensualness but also highlight the idea of periods as a cycle and this product can be incorporated into that cycle. All three packages use a tone of red or one with red in them hinting to the brand name and the color involved in its use.
Each box is pocket size or at least small enough to fit in a purse. Inside the box is the internal condom and the instructional leaflet, which information on how to use the condoms.
As far as in store placement, the idea that this is for women on their period it makes more sense to place the product in that very section so instead of in the aisle with external condoms, its placed in the aisle with tampons and pads. If women are buying tampons or pads, then this product will catch their eye as something they will want to conside using.
The goal of this product is the same, to increase safe sex between partners, but I think there is a greater goal to be said. This idea of increased intimacy. Sex is gross even without a period. There’s this neat quote by author Diana Spechler that reads “We get our periods, men ejaculate. it’s a mess, but so what? The best sex usually is.” It takes alot of maturity in a relationship with a partner to allow yourself to get to gross place with them and still have an amazing sexual experience, so the goal would be that through this increase in period sex then the intimacy between women and their partners would increase and therefore increasing all sorts of things like passion, and the way women view themselves on their period as well. So there’s a bigger aim for women other than safe sex.