By Michael Gwarisa
Zimbabweans are seeing a shift in sexual wellness products as new condoms designed to enhance pleasure and prolong intimacy enter the market. While condoms have traditionally been promoted for preventing sexually transmitted infections (STIs) and HIV, the latest options reflect changing consumer expectations and a growing interest in sexual wellbeing.
“By introducing TRUST and LOVERS+ brands, PSH is expanding the range of options available to Zimbabweans, potentially increasing condom use and reducing the risk of sexually transmitted infections and unplanned pregnancies,” said Kumbirai Chatora, the Population Solutions for Health Social Marketing Manager.
Speaking in an interview with HealthTimes, Chatora explained that TRUST and LOVERS+ are regional condom brands owned and distributed by PSI South Africa, and PSI SA recently appointed PSH as the exclusive distributor of these brands in Zimbabwe.
The decision to roll out TRUST and LOVERS+ condoms under Population Solutions for Health (PSH) is driven by multiple factors. For over 25 years, PSH has successfully operated a condom social marketing program, primarily featuring Protector Plus as its flagship brand. However, with the reduction in donor funding, PSH recognized the need to enhance its sustainability,” said Chatora.
To address this challenge and bridge some of the gaps left following the cessation of donor funding, PSH has established a social enterprise aimed at expanding its product portfolio.
“The partnership with PSI South Africa plays a crucial role in this strategy, as PSI SA brings established brands that are well-recognized and widely consumed across the region. This collaboration not only diversifies PSH’s offerings but also strengthens its market presence and aligns with its vision for sustainable growth.”
The partnership between PSI SA and PSH aims to leverage PSH’s extensive distribution network throughout the country, ensuring wider access to TRUST and LOVERS+ condoms as well as future product launches.
Additionally, PSH has significant experience in condom social marketing and was among the first organizations to promote and increase their uptake in Zimbabwe through the Protector Plus brand, which has become synonymous with condoms.
About the TRUST and LOVERS+
Chatora added that the TRUST and LOVERS+ condoms stand out in the Zimbabwean market by providing a diverse range of options that enhance consumer choice. They offer variety, with multiple variants available. These condoms complement the existing Protector Plus brand and cater to different preferences.
“These condoms are studded. They are designed with stimulating studs to enhance pleasure during use. They are also extra thin. This offers a heightened sensation while maintaining safety and reliability,” said Chatora.
They are also available in Strawberry Studded varieties that combine flavour and texture for an enjoyable experience. The Ribbed and Studded options provide additional texture and stimulation for increased excitement. The colored and scented ones feature playful designs and various flavors, such as strawberry and vanilla, for a fun experience.
“Climax Delay is one of the most popular features of these condoms. They are specifically designed to prolong intimacy and enhance overall pleasure. These features aim to enhance the sexual experience for consumers while being offered at reasonable prices, making them an appealing choice in the market,” said Chatora.
Even though there is limited data on premature ejaculation in Africa, evidence points to a substantial prevalence among African men, with notable links to psychological factors such as anxiety and younger age groups.
Public Health Impact
Apart from enhancing pleasure and sexual experience, the arrival of these brands is set to increase access to condoms at a time when donor support for HIV prevention and condoms has been greatly affected.
“These condoms also cater to diverse preferences. The variety of textures, flavours, and features in Lovers+ and TRUST condoms can cater to different tastes and needs, encouraging more people to use condoms and practice safe sex,” added Chatora.
The introduction of these brands also stands to reduce the unmet need for contraception. Data shows that single, sexually active adolescents have a high unmet need for contraception, with 12.6 percent having an unmet need as of 2021. Increasing access to condoms can help bridge this gap.
The condoms also support HIV prevention efforts in Zimbabwe as they have always been a major part of the HIV prevention landscape in the country.
“Consistent and correct condom use can prevent STIs, including HIV. With Zimbabwe having attained the UNAIDS 95-95-95 targets among adults, continued access to condoms is crucial for sustaining progress,” said Chatora.
Building Condoms Quality and Trust
To maintain quality and good standards for the condoms, the Medicines Control Authority of Zimbabwe (MCAZ) conducts quality testing. Chatora said PSH ensures that all condoms it distributes comply with regulatory requirements through testing with MCAZ.
“PSH will continue to offer continuous training to employees on quality and safety procedures to ensure effective implementation. We will also conduct product handling and quality assurance training with the traders to ensure that all products are stored, transported, and delivered per quality and safety standards,” she said.
Public Awareness Raising and Product Education
PSH said the rollout will be paired with education and awareness campaigns called ‘Pleasure Nights,’ where PSH field staff collaborate with DJs at bars and nightclubs to promote healthy sexual behaviours and dispel myths around condom use while people are having fun.
“PSH will be collaborating with tertiary institutions in Zimbabwe to conduct roadshows to promote correct condom use. There will be special promotions and packages for our customers in future. With marketing support from PSI South Africa, PSH will inform the public about any upcoming promotions aimed at encouraging product uptake among consumers. Our primary focus now is to ensure that the products are widely available and accessible throughout the country and to create awareness. Consumers should keep an eye out for announcements regarding these promotions,” said Chatora.
In a bid to bridge the rural and urban divide regarding access to the condoms, PSH is working to ensure that TRUST and LOVERS+ condoms reach both urban and rural communities through its wide distribution network of more than 5,000 retail outlets across the country.
PSH also works with distributors within the communities to enhance reach and accessibility in remote areas. PSH strives to keep prices reasonable, making these products accessible to consumers in both urban and rural settings who are looking for variety and choice.
“So far, the response has been overwhelming. Our stockists are excited to expand their condom range to their customers, and customers are excited that we have heard them, and we are now offering a variety for everyone,” said Chatora.
PSH intends to increase its distribution network to ensure that the condoms are easily available and accessible. PSH also employs several feedback mechanisms that users can use, including social media pages, toll-free line 08080117, and WhatsApp number 0772516336.
Meanwhile, through its PSI South Africa product distributorship, PSH will be expanding its range of sexual and reproductive health products to complement what it is already offering. This includes sanitary wear, emergency contraceptive pills, sexual enhancers for women, and lubricants.
