Ansell repositions LifeStyles for greater millennial appeal


ISELIN, N.J. - Ansell revealed that its entire LifeStyles line of condoms is being refreshed with a “back to basics” packaging approach that reflects millennials desire for authenticity and easy-to-shop packaging last week at the National Association of Chain Drug Stores Total Store Expo in Boston. 

"That [new] packaging is designed with the support and help of the millennials," Jeyan Heper, president and general manager of Ansell Healthcare Products, told Drug Store News on the show floor. "We talked to them [and] did extensive research on understanding what they expect."

The new packaging is easy to read and understand and it's impactful, authentic and relevant, Heper said. The new LifeStyles packaging features bold colors, and the enhanced LifeStyles logo supports the fact that the brand name carries more than 80% brand awareness in the category. 

Currently, a few of the repacked SKUs are at shelf, and the entire newly designed line will be in every major retailer across the country by early September, Heper stated.

Ansell also announced the launch of Skyn Elite, a new condom that is the “best of the best” across its premium-positioned Skyn line of condoms.

The newest condom from Ansell is 10% thinner than other polyisoprene condoms, delivering more sensitivity than ever before. A 10-count package of condoms is retailing for a suggested range of $8.99 to $16.99. “It’s our thinnest and softest Skyn,” Heper said. “[It] is now expanding into new retailers; we will have more stores carrying Elite by the end of this year.”

Skyn is one of the fastest-growing brands on the market today, Heper added, noting that globally the brand is up 12% year-over-year in sales.

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