ALWAYS wanted to check out an "adult" toy but have been a bit shy about browsing through the condom section or being caught in an adult store? Durex, the global leader in branded condom sales, has launched an online store, and also a nationwide tester recruitment drive for its vibrators.

Call it the double-pronged approach to drumming up sales of its "sexual wellness" products. "It's a campaign to normalise the use of vibrators as part of a happy, healthy sex life," says Cesar Balota, country manager for SSL Healthcare Singapore, which manufactures Durex condoms.

Under the vibrator tester recruitment programme - the first of its kind in Asia - candidates who register will be electronically selected on a random basis for the trial. They will then receive either a Play Touch or Play Ultra vibrator with a feedback form within 10 days from the closing date.

"What we want is to get feedback on customer satisfaction with these products, and to also study the attitudes of Singaporeans towards sexual well-being," says Mr Balota.

"Sexual well-being" instead of just "sex" has been Durex's focus in the past few years. "We found that consumers are looking for more than just protection in condoms, and were looking for fun and excitement," says Mr Balota. Since then, Durex has been adding flavours to its condoms and then lubricants, and it launched its "Play" range of devices about three years ago.

"These devices were already available in the adult market but usually dressed up as tricks or gadgets for laughs," he says. "What Durex has done is to make improvements to some of these devices and take them mainstream."

Durex released the results of its first global sexual well-being survey last year, conducted in 26 countries, including Singapore. The survey involved 1,021 interviews. The majority of respondents (48 per cent) were aged between 35 and 49, and most were married (61 per cent).

The global finding was that less than half, or 44 per cent, of respondents were "fully satisfied" with their sex life, while 30 per cent find it "mediocre". The smallest number of fully satisfied people were in Japan (15 per cent), France (25 per cent) and Hong Kong (29 per cent), with Singapore registering about 35 per cent. The survey also tracked orgasm rates, frequency of sex, duration of foreplay and so on.

Sales of devices other than condoms indicate that more would like to have fun, according to Mr Balota. "Sales in our lubricant category, for instance, have been three times more than our condoms, even though it does start at a lower base."

Durex condoms account for 26 per cent of the global US$416 million market.

"Judging by the survey results and the higher growth of our Play products, we are on the right track by providing sexual aids and devices. People want to enhance their sex lives," says Mr Balota. -BT