SmartPhones can now give you an orgasm

The future of sex has arrived: Durex’s new digital technology division prepares to announce mobile technology breakthrough

Durex, the world’s number one sexual wellbeing brand, has today revealed it has diversified into digital technology ahead of a major product launch it claims could alter forever the sex lives of Kiwis.

Durexlabs is the company’s first significant step into the digital marketplace, with the division’s manifesto being to embrace changing social behaviours and the paradigm of intimacy and mobile technology.

Durexlabs will imminently announce what it describes as its first game-changing product, a technological breakthrough that will actually help users achieve an orgasm. It was developed in partnership with tech entrepreneur Susie Lee, CEO of Siren Mobile.  One of the leading lights in the world of mobile technology, Lee’s expertise as a biochemist, biophysicist and visual artist have brought a fresh perspective on our evolving relationships with mobile technology.

Richard Arnold, Head of Research and Development Durex, says: “With our years of experience, we know sex. It was only natural for us to look at how we could combine this with digital technology.

“We took inspiration from modern habits and our ever growing reliance on portable technology for virtually everything in day to day life and our market research has identified a genuine desire for this technology in our sex lives.”

Susie Lee, CEO of dating app Siren, says: “It’s been such an incredibly exciting process working with Durexlabs. Through the proliferation of smart phones, social media and dating apps, technology has proven a hugely successful medium in bringing people together and maintaining close relationships. With Durexlabs we are taking the next vital step by embracing technology to amplify human connection in the bedroom and improve our sex lives.”

Durex is looking for beta testers around the world, including New Zealand, to be the first to experience this new breakthrough. Anyone can register their interest in advance for updates from Durexlabs via www.durex.com/durexlabs where they will receive a first look and free access opportunity for a limited period.

About Durex
Durex® is the #1 sexual wellbeing brand worldwide. The brand not only produces condoms which exceeds global testing standards, but also offers pleasure gels, lubricants and personal massagers. With over 80 years of experience in the bedroom, Durex is dedicated to inspiring lovers to love sex safely. That is why Durex will never stop innovating with new products that enhance the sexual experience, helping couples get closer and go further together.
For more information, go to www.Durex.co.nz / www.facebook.com/durexNZ

About Durexlabs
Durexlabs is the new digital technology research division of Durex.  Formed in response to extensive quantitative and qualitative research into our evolving relationship with digital technology, Durexlabs’ manifesto is to embrace changing social behaviours and the paradigm of intimacy and mobile technology.  From 2015 Durexlabs will aim to develop a series of products that use digital technology to benefit couples in the same way as the company’s traditional range of products.

About Susie Lee
Susie Lee is a visual artist and the CEO of Siren. She graduated from Yale, Columbia, and University of Washington in molecular biophysics and biochemistry, urban public education, and fine arts. She brings her perspective as researcher, educator, and artist to create technology platforms that amplify human connections. Recognized for “intelligence, emotion, and sensuality,” her artwork is included in notable public collections and has been commissioned by numerous museums.

One of the very few female CEOs in the startup world, Lee launched Siren to creatively overhaul online dating. Siren’s revolutionary app has gained significant momentum and captured the public’s imagination with over 100 in-depth interviews and profiles including The Guardian, NPR, Seattle Times, CNN, Cosmopolitan, Marie Claire, TechTimes, Geekwire, The Stranger, Engadget, The Washington Post, and ThinkProgress.  For more information, go to http://siren.mobi

About Reckitt Benckiser LLC
RB (formerly called Reckitt Benckiser) is the world’s leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries. The company employs approximately 37,000 people worldwide.

With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 20 of companies listed on the London Stock Exchange. Today it is the global No. 1 or No. 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands including Mucinex, Durex, Scholl, Lysol, MegaRed, Veet, Finish, Air Wick, French’s, Nurofen, Strepsils, Gaviscon, Dettol, Harpic, Bang, Veja, Mortein, Vanish and Calgon.

Fuelled by a new breed of talent who blend intellectual curiosity with commitment to the highest quality standards, RB is set to redefine the world of consumer health and hygiene. RB people and its culture are at the heart of the company’s success.

For more information visit www.rb.com.