LifeStyles Condoms Launches 'Smart is Sexy' Campaign

LifeStyles Condoms Launches 'Smart is Sexy' Campaign

ISELIN, N.J. — Ansell, the makers of LifeStyles and SKYN Condoms, has unveiled the “Smart is Sexy” advertising campaign that’s designed to challenge the way people define sexiness.

Noting that mainstream portrayals of sex and sexuality can be cliché and are often weighed down by outdated stereotypes, Ansell says these messages have created discomfort surrounding open and honest discussions about sex, especially for millennial consumers.

LifeStyles "Smart is Sexy" advertisements aim to challenge clichés head-on via banner ads and videos that at first glance appear to support outdated concepts surrounding sexiness, but upon a closer look reveal various signs of sexy that focus on intelligence, confidence, ambition, open-mindedness and more. The campaign questions typical role models and societal expectations and aims to boost the confidence of users by encouraging them to embrace and celebrate sexiness in all its forms.

"The inspiration for 'Smart is Sexy' came directly from our key demographic, the millennial consumer," said Jeyan Heper, president and general manager of the Sexual Wellness Global Business Unit at Ansell. "In various focus groups, millennials explained to us that self-confidence and sexiness are directly linked, and young adults need to 'smarten up' by recognizing that sexiness does not only come from superficial beauty, physical exposure or sexual performance, but from feeling self-confident and sexy about yourself as you are."

Globally conceptualized by Hamburg, Germany-based +KNAUSS Agency and executed in the U.S. by the AMP Agency, "Smart is Sexy" will debut simultaneously in the U.S., Brazil and Australia, with China and Europe kicking off the campaign in early 2017. 

In addition to traditional channels, in the U.S., the campaign will also be supported by an interactive vending machine activation, which prompts users to answer five questions about sexual health in order to receive a free condom sample. Questions range from stats on STIs and contraception to the history of condoms.

The machine debuted as a pop-up in New York City's Washington Square Park on Nov. 18 before moving to New York's Webster Hall where it will remain for at least one month before traveling to various locations including city-centers, nightclubs and bars, and colleges and universities across the U.S.

All LifeStyles Condoms are triple tested to meet U.S. reliability standards. LifeStyles Condoms are available at a wide range of big box retailers, drugstores, grocery and convenience stores across the U.S.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Pjur Sponsors Düsseldorf's Sex Now Exhibition

Pjur is sponsoring Sex Now Exhibition at NRW-Forum in Düsseldorf, running through May 3, 2026.

Angelface Baddies Debuts 'Daddies for Baddies' Line

Wellness brand Angelface Baddies has introduced its new Daddies for Baddies line of men's wellness products.

Orion Debuts 'RC Vibrating Butt Plug' From 'Anos' Line

Orion Wholesale has introduced the RC Vibrating Butt Plug with Flexible Arms from its Anos line.

Playharda Wholesale, Pure Envy Ink European Distribution Deal

Playharda Wholesale has signed a deal with pleasure brand Pure Envy for distribution in the U.K. and Europe.

XR Brands Launches 'Creature Cocks' Line

XR Brands has introduced its new Creature Cocks collection of men's underwear.

Tenga Launches 2025 Christmas Advent Calendar

Pleasure brand Tenga has launched a 2025 Christmas Advent calendar, now available for pre-order.

The Dungeon Store Debuts 'Thing Noir' Violet Wand Attachment

The Dungeon Store has released the Thing Noir violet wand conductive e-stim accessory.

Pjur, Magasin du Nord Partner for 'Flex Area' Campaign

Pjur and retail brand Magasin du Nord have partnered for the wellness brand’s Flex Area campaign.

Kheper Releases New 'Think Like a Slut' Party Game

Kheper Games has released the new "Think Like a Slut" party game.

Honey Play Box, Creative Conceptions Ink European Distro Deal

Honey Play Box has signed a deal with Creative Conceptions for distribution in the U.K. and Europe.

Show More