Durex's Head of the House of Durex

The target audience for Durex is clear. The people who buy condoms the most, and could be buying them a lot more, are what Durex call the open and curious. They're under 35, experimental and having spontaneous sex so most in need of multifaceted protection. If someone uses a condom the first time they have sex, they are more likely to go on using condoms. Getting that first experience right is really, really important to us.