For the second year in a row, I’m roaming the halls at the massively overwhelming Mobile World Congress in Barcelona looking for the coolest things in mobile. Then a press release from Durex and dating app Siren hit my inbox:
“The world’s number one sexual wellbeing brand, Durex, has today revealed that it has diversified into digital technology ahead of a major product launch it claims could revolutionise our sex lives,” it started tantalizingly.
Apparently, the folks at Durexlabs are just about to announce their ‘first game-changing product, a technological breakthrough that will actually help users achieve an orgasm.’ Ahem ahem.
Oh, and it gets better, they’re looking for people to sign up to try it right here. Nobody is looking (check behind you though), you can go ahead and sign up.
And they have actual clever people working on this. Durex’s Head of Research and Development Richard Arnold is the top man on this. OK, that was an accidental pun. Siren’s CEO Susie Lee has solid technology chops and is a biochemist, biophysicist and visual artist.
The statement included quotes, in case you’re thoroughly confused:
Susie Lee, CEO of dating app Siren, says: “It’s been such an incredibly exciting process working with Durexlabs. Through the proliferation of smart phones, social media and dating apps, technology has proven a hugely successful medium in bringing people together and maintaining close relationships. With Durexlabs we are taking the next vital step by embracing technology to amplify human connection in the bedroom and improve our sex lives.”
Richard Arnold, Head of Research and Development Durex, says: “With our deep understanding of arousal and the impulses involved, it was only natural for us to look at how we could combine this with digital technology.
“We took inspiration from modern habits and our ever growing reliance on portable technology for virtually everything in day to day life and our market research has identified a genuine desire for this technology in our sex lives.”
It’s free to sign up and you get to use the thing for a limited period. That is all.