Watch TV advert promoting ‘green’ sex that has left viewers in hysterics http://t.co/3fmtrM7IcS pic.twitter.com/fg3T72tEm5
— Will Corry (@slievemore) October 2, 2014
Jeffrey Hollender, the 59-year-old co-founder of Seventh Generation — the household and personal care brand aimed at consumers concerned about the environment and social justice – is now online and in stores with Sustain condoms.
Like Seventh Generation, Hollendar’s @sustaincondoms is on a mission: Empower women to take charge of protecting their sexual health, with a fair trade, toxin-free product made from a sustainable resource: latex tapped from rubber trees.
Hollender’s daughter Meika, 26, who is working with him to launch Sustain
Meika Hollender, a graduate of New York University’s Stern School of Business, is Sustain’s target audience. She said she knows how young women feel on the condom aisle. Women buy some 40% of the condoms sold in the United States, according to her research.
“It’s very masculine,” she said. “Bright colors, lots of bells and whistles, very macho. Women are not attracted to that.”
Sustain’s packaging is understated, with cool colors and natural images.
“We’ve created packaging that’s a lot more appealing to women,” the younger Hollender said. “It’s more contemporary. It’s sleeker. It’s more designed, and it doesn’t scream ‘sex,’ which we think is really important.”
Hollender envisions a condom in every handbag. She wants to “empower” women to buy and carry condoms.
“It’s not about scaring them and telling them all the things wrong with other kinds of birth control,” she said. “It’s about why we’ve stopped relying on men in so many aspects of our lives, why are we still defaulting to them on something to do with our bodies and health?”
#ExpoEast was great! Our fav #brilliantlysimple solutions incl. @goodcleanlove & @sustaincondoms. Thx @NatProdExpo! pic.twitter.com/lZcHw9WnMC
— Cycle Technologies (@CycleTechGlobal) September 19, 2014