US – The direct-to-consumer (DTC) brand aims to cut through the marketing spiel of sexual wellness companies with its straightforward branding.
P.S. describes itself as ‘a new type of condom brand’ for a new generation, offering odourless natural latex condoms via subscription. Tapping into the design cues of other DTC brands, its genderless packaging and conversational brand language positions it as a fuss-free product.
With access to period and shaving products disrupted by Generation Z-focused brands such as Blume, Ohne and Billie, P.S. aims to do the same with its unembellished marketing and attitude. ‘All the other companies out there are telling you that you need to try really hard to be sexy. We're here to remind you to just be you,’ reads the P.S. website. It also hosts a series of articles offering advice about sexually-transmitted diseases, as well as tips to become a better lover.
In this way, P.S. is recognising how Generation Z is turning to online platforms and social media for sex education, as well as realistic, inclusive perspectives on sex. For more, explore the Sex Re-education micro trend.