Durex
Project: The After Glow
Durex After Glow
To stay relevant with a next-gen audience, Durex linked sexual wellness to skincare benefits – tapping into a beauty-obsessed culture, reframing sex as self-care, and sparking fresh conversation across media, influencers, and beyond with a glow-up they couldn’t ignore.
01The Context
Durex has always been synonymous with sex but, according to its 2024 Global Sex Survey, Gen Z is disengaged from traditional sex messaging, preferring to lean into self-care, wellness and skincare. The brand faced a challenge: how does it stay relevant?
02The Move
Our research showed 2 in 5 Gen Zs are actively interested in skincare. It’s more than a routine – it’s their ritual and wellbeing. And wellness? That’s in Durex’s DNA.
We connected sexual wellness with skincare by spotlighting a science-backed truth – great sex significantly benefits skin: boosting collagen, clearing complexions, and reducing inflammation, breakouts and flare-ups.
03The Action
Leaning into beauty culture and skincare tropes, we playfully provoked skincare-obsessed audiences to ‘get better skin’ through better sex. We partnered with content creators to spark social conversation and collaborated with sex educator, Alix Fox, for a broadcast media day.
04The Impact
By reframing sex as part of a skincare routine, we spoke Gen Z’s language – in the spaces they already engage with – ultimately reinventing how a sex brand can turn up in Gen Z’s world.
The campaign broke traditional boundaries for sex products across media and social, legitimising the message and broadening appeal. 55+ pieces of earned media coverage were secured, with an 123M editorial reach.
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