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Why Women Don't Buy Condoms?
The deeper cultural reason
For men,
condom buying is often read as:
He is sexually active and responsible
For women,
condom buying is often read as:
SHe is sexually available and Character is questionable
What is working
The prototype solves a real behavioural barrier: women may want protection, but don’t want the social visibility attached to buying, carrying, or revealing condoms.
ALSO,
It makes the condom feel:
format is smart because it sits inside an already accepted lifestyle object.
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