LELO identified that there had been little innovation in condom technology for decades. As a result, condom use was on the decline and STIs were on the rise, particularly in the 18-24 year old age group. To change the perception of condoms, we re-designed the condom itself, perfecting a radically new hexagonal structure that uniquely combined thinness and strength. Launched 14th June 2016 at a price of 19.90 euro (12-pack), LELO HEX™ Condoms were the result of seven years of intensive development and they immediately changed the way condoms are designed, marketed and considered by the industry and by the public.