WRAP IT UP
It’s 2015, and buying condoms is still embarrassing—especially for women. Now, a brand hopes to change that through beautiful design and better retail strategy.
As a woman, it sometimes feels like I need a field guide to buying condoms. Placed in a far corner next to pink packages of pregnancy tests, navigating the aisle is intimidating. They come in different colors, scents, and textures, but aren’t packaged or advertised in a way that makes women feel empowered—or god forbid, sexy—buying them.
But with the creation of Lovability, founder Tiffany Gaines hopes to revolutionize the condom industry. During her graduate school program in social entrepreneurship at New York University, the 24-year-old began asking how women’s relationship with condoms can improve. According to Lovability, less than 19 percent of sexually active single women between the ages of 15 and 44 consistently use condoms. A study conducted at UCLA revealed if more women carried condoms, more couples would use them (PDF). Gaines set out to create a product that would empower women to purchase, carry, and, most importantly, use condoms.