“MINE” Condoms, Designed And Branded For Women

As part of the Design for Social Value course and in collaboration with the CDC (Centers for Disease Control), Rona Binay, Willy Chan, Mansi Gupta, and Emi Yasaka worked on addressing behaviors that support gender inequities in sexual health. Sexual behaviors can be inhibited by stigma and double standards, and design can be used as a tool aimed to create a positive shift in women’s sexual health.

Through a primary survey of 207 respondents, insights showed that women are largely embarrassed to purchase condoms, and that some women judge other women who carry condoms to be promiscuous. The group chose to target condom packaging, which is either typically generic or overtly targeted toward men. How might they make a less embarrassing condom purchasing experience for women?

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The work resulted in “Mine”—condoms you don’t want to hide. Mine attempted to create a line of products that is gender-neutral, attempting to dilute gender stereotypes and shift the imagery of current condoms in the market. Mine products are packaged in a way that women feel comfortable to have them out on their bedside table, or in their grocery bags. The packaging is refillable, and reminds women to stock up on supply when out. Mine is sold in stores, but also through online channels where a subscription model and a gifting experience are offered. Further, Mine would be available at other e­-commerce channels popular with women such as Groupon, Soap.com, and Fab.com.

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Additionally, Mine  provides additional product pairings, such as selling condoms and tampons together, providing a combined caddy for the bathroom home and  further decreasing the embarrassment of in-store purchasing.

As an implementation strategy to the CDC, the group suggested partnering with gynecologies around the major cities to gather initial product feedback. As a next step, mine could partner with existing condom and feminine hygiene companies to bring the product to mainstream markets.

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