STOCKHOLM/NEW YORK—As AVN reported last night from New York, Charlie Sheen has joined forces with pleasure brand LELO to unveil what experts describe as one of the most important innovations in sexual health for 70 years: LELO Hex, the condom re-engineered.
The company released the following detailed information on Sheen and the new condom's innovative design:
LELO Hex launched globally today on LELO.com at midnight EST, commencing a two-month “Hex Appeal” project that aims to “revolutionize the world of condoms for good.” For this period, up to 10,000 backers are able to order LELO Hex before anyone else, with Charlie Sheen endorsing the project as the first major innovation in condoms for 70 years. Having attended an exclusive launch event for Hex in NYC on June 13, Charlie Sheen will now travel to London to attend the U.K. event on June 16.
In an exclusive interview for LELO, Charlie Sheen speaks candidly for the first time on condoms, why he feels condom usage continues to decline, and why LELO Hex can revolutionize safe sex for good. The footage shows:
• Charlie Sheen’s personal views on condoms and the healing that came from the huge surge in STI-awareness after he announced his HIV-condition in November 2015.
• His personal process of change since announcing his condition, and the role he can play in supporting LELO HEX.
• His surprise at the lack of innovation in the condom industry, and personal opinions on how Hex can help remove the stigma that surrounds condoms today.
See the whole interview on YouTube.com.
Of the launch, Charlie Sheen said, “Announcing my HIV condition gave me a new sense of purpose in speaking actively on sexual health. That’s why LELO Hex is such an important project for me. Not only is it a revolutionary product that is ready to go, it’s something radically different that can help curb the rise of STIs and reduce the stigma on condom usage. If you want to change how people see condoms, a great place to start is by changing the condom itself!”
LELO Hex is a condom that is structurally different, aimed at addressing the most common complaints people have with condoms today: that they reduce pleasure, slip frequently and break too easily. It stands as the first major step forward since the reservoir tip was added almost 70 years ago.
According to Filip Sedic, inventor of LELO Hex and founder of LELO “We’re building a better future and improving the world’s sexual health through innovations in technology and design. The challenge was to make something radically different with a material already approved for condom use. We did this because people need to be having great, safe sex today, not 10 years from now. That’s why all the talk of new condoms has never resulted in a revolutionary design making it onto store shelves. Talk is talk, but innovation is what really changes things.”
LELO’s engineers spent seven years developing LELO Hex, fueled by one important discovery: to upgrade the condom it wasn’t the material that needed to change, but the structure itself. (See video)
LELO Hex integrates 350 individual hexagons through its ultra-thin latex surface to help it perform differently from other condoms today.
Sedic continued, “There’s a reason why honeycombs are the shape they are, and why snake scales move the way they do. It’s because hexagons are strong, symmetrical, and tessellate perfectly. They’re one of nature’s go-to shapes for anything needing to be at once lightweight, and incredibly strong. That’s why the structure of Graphene—the thinnest, strongest material we know of today—is … you guessed it, hexagonal.” (See video)
The LELO Hex design is unique in that it combines a 0.55mm hexagonal web with ultra-thin 0.45mm latex panels for thinness and strength combined. This allows Hex to flex and mold to the uniqueness of the wearer, while it channels unwanted stress through the structure itself.
Another feature of LELO Hex was even inspired by Formula 1 wet tires, which have a texture to reduce the chances of slippage. Sedic adds that he has never understood why other brands are emphasizing ribs and dots on the outside, when applying texture on the inside would have such a clear benefit.
Sheen, once the highest paid star on television, announced that he is HIV positive in November last year, having battled the disease since 2011. This sparked a huge surge of interest online in issues surrounding HIV and condoms, quickly becoming a trend dubbed the ‘Charlie Sheen Effect’ by experts.
While Sheen’s new link-up with LELO Hex might be a surprising one, it’s also one that is desperately needed.
Among the many professionals speaking out in favor of Hex, having received samples in advance, is Dr. Sara Nasserzadeh, a thought leader in the field of sexual health and AASECT Certified Sexuality Counselor.
"Early this year (February 19) CDC published a reminder regarding the effectiveness of condoms in preventing unintended pregnancies, viral hepatitis, STIs and increasingly concerning viruses that could be transmitted through sex such as Ebola and Zika. This is if and when male condoms are used in the right way and every time. Hex is a timely intervention by LELO that upgrades condoms to a more appealing level. With its enhanced durability and innovative design, it promises to offer a safer and more pleasurable experience for both partners.”
Similarly the National Survey of Sexual Health and Behavior by the University of Indiana, where only 1 in 4 acts of sexual intercourse are protected. Meanwhile further studies show 1 million people a day contract an STI, and there are no less than 2 million new cases of HIV each year.
LELO CMO Steve Thomson said, “STIs are on the rise and new ones are appearing at an alarmingly frequent rate. Meanwhile the condom has failed to keep up—in terms of design, it’s basically the same as in the 1920s. Something needs to change, and for that we wanted a partner who was truly engaged on the topic.
“Charlie's personal condition is a tragic reflection on sexual health today, but he is also a symbol of change with the strength and courage to confront the key issues head on. He has gone out of his way to fully involve himself in the Hex project, and we hope his participation will put innovation at the center of the debate. He’s been a pleasure to work with, far beyond all expectations.”
Hex Appeal is the first ever global launch of a condom. The 2-month Hex Appeal project offers 10,000 backers around the world the chance to be among the very first to order Hex to see and feel the difference. By engaging these early backers in advance, and allowing them to be the first to experience Hex, LELO hopes to create a mass of positive discussions on safe sex, and drive innovation in the condom industry as a whole.
LELO Hex will be available to order globally June 13 through August 12 with a promotion price of more than 40 percent off retail and free global shipping.
Set up with multiple offers to encourage customers to try Hex, LELO will run the same campaign in partnership with renowned crowdfunding site Indiegogo to inform as wide an audience as possible.
LELO Hex can be ordered on LELO.com for $12 USD (12-pack) with free global shipping, which will change to the regular price of $19.90 USD once Hex Appeal is over.
Those ordering in bulk in advance of the launch enjoy significant discounts and gift cards which can be used on future condom purchases. Equivalent pricing applies globally.
Follow the launch via these Twitter hashtags:
#LELO
#LELOCondoms
#HEXAPPEAL
