CBX Designs Brand Turnaround for LifeStyles Condoms

Posted: April 17, 2014

In a major effort to re-energize its brand, LifeStyles, owned by Ansell Limited, has relaunched its core line of condoms and released a new, Signature Series of premium condom products. Due to changing marketplace dynamics, the brand saw an opportunity to reconnect with their core consumers and retailers by partnering with CBX to develop a brand-centric approach while establishing a consumer-driven position that better reflects a more confident and contemporary masculine style.
The new LifeStyles position was brought to life in innovative new package design with a structure, substrates, textures, and visual cues that telegraph key sensorial benefits with the brand’s contemporary, confident, masculine energy.
Developing a stronger connection to the target consumer revealed that, while consumers need condoms for sex to be safe, what they really want is a better experience. CBX developed a two-tier strategy to redesign the core line of products and introduce a new premium line of products.
The core line includes basic products such as Ultra-Sensitive, Ultra Lube Plus, Pleasure Shaped Pleasure Ribbed, and Flavors & Colors. Black packages incorporate various textures and colors to convey specific benefits. The white LifeStyles logo stands out on the black background and helps to create an overarching look for the brand when merchandised together on shelf.