Cornerstone is ramping up its nascent sex care offer, becoming the UK’s first major shave club to sell condoms by subscription
Set to launch next week, the NPD comes just a month after Cornerstone unveiled its own, less expensive, version of Viagra as part of its ambition to become a one-stop online store for men’s grooming and health essentials.
The non-latex condoms are made for Cornerstone by Skyn. They were “really thin, so you can feel much better” and “just as safe as the ones you buy in Boots” said Cornerstone founder & CEO Oliver Bridge.
Set to be available in a pack of 10 for £10, they were intended to take the awkwardness out of shopping for condoms in store, Bridge added. “When you go to the fixture in Boots, there are 40 or 50 varieties. You’ve got extra-thin, extra-thick, flavours, glow-in-the-dark, ribbed… You’re forced to make weird decisions when all you want is a condom that does the job.”
As such, Cornerstone will offer a single variant. “Our approach to everything is always one SKU,” Bridge said. The direct-to-consumer brand didn’t “offer variety for variety’s sake” but wanted to serve men who “hate shopping for essentials”.
Next week’s launch of Cornerstone condoms comes a month after the D2C brand unveiled sildenafil tablets – the equivalent of Viagra.
The Pfizer brand’s UK patent ran out in 2013, leading to a recent “explosion in the erectile dysfunction market” according to Bridge. Generic medication was “a fraction of the price of Viagra, which can be £8 a pill – which makes having sex very expensive”.
Cornerstone’s version is just over £3 per tablet, priced at £25 for a pack of eight. It is approved by the government’s Medicines & Healthcare Products Regulatory Agency, and requires shoppers to undergo a short medical ‘consultancy’ before ordering.
No comments yet