Dominate 1/three of the worldwide market by creating the thinnest, most genuine condoms

Durex stands for Endurance, Reliability and Greatness

Within the early twentieth century, the London Rubber Firm was based in England by Lionel Alfred Jackson – a Jewish and Russian immigrant, specializing in importing condoms and distributing razors. .

In 1929, the corporate registered a trademark Durex condoms with the that means “Sturdy, Dependable and Wonderful” (OFrability, Reliability, and Excellence). At the moment, the corporate didn’t truly produce Durex condoms, however solely ordered condoms from companions in Germany and the US, after which distributed underneath its personal model.

It was not till 1932 that the London Rubber Firm met Lucian Landau…

Landau was born in 1912 and within the Polish capital Warsaw. He went to England along with his household and studied the rubber business. His household was within the enterprise of perfumes, cosmetics, and soaps. In 1929, he returned to Poland to take over the household enterprise however quickly returned to London and wandered round with a pupil passport. He opened a small store specializing within the analysis and provide of sponges for bathing.

Nonetheless, the concept of ​​​​producing condoms for enterprise actually took off when he joined palms with the London Rubber Firm to arrange a separate condom manufacturing system.

Though the story opens in England within the early 20th century, condoms should not a brand new product. It has been used since historic occasions. Initially, individuals used animal pores and skin or intestines. Then within the mid-nineteenth century, Thomas Hancock found the vulcanization of rubber and the primary condom was born. Nonetheless, they’re rudimentary and never effectively acquired by the market.

Landau met his boss Jackson on an opportunity event. At the moment, the daddy of Durex was nonetheless promoting condoms on the streets of London. The fateful assembly led to the founding of British Latex Merchandise, through which Mr Jackson held a 60 per cent stake, and Landau was paid £5 every week.

Jackson permits Landau to unleash his creativity with analysis to enhance Durex product high quality. Due to trendy and unique know-how in processing rubber, Durex was capable of create the thinnest condoms on the earth at the moment, sufficient to compete with condom merchandise of many different nations on the earth. continental Europe and America, particularly firms from Germany – a rustic often called the emperor of the chemical business.

Famous brand Durex : Jewish businessman meets noble support, dominates the market thanks to a competitor forced to death by war, increases productivity 60 times faster, focuses on products that bring a sense of authenticity - Photo 1.

Lucian Landau – picture taken in 1932 in England

Take the chance of conflict to stand up

In 1934, Jackson died out of the blue of bone most cancers on the age of 40. The London Rubber Firm was taken over by his household. In 1939, World Conflict II broke out, occasions swept the European market.

The London Rubber Firm’s rivals in Germany have all been transformed from civilian to army functions, so the variety of condoms in the marketplace has decreased. This can be a once-in-a-lifetime alternative for Durex. The corporate has to work additional time repeatedly to satisfy the rising calls for of the market, particularly within the army. By the mid-1940s, Durex condoms dominated the UK condom market.

Landau was appointed director of the corporate and started to develop condom line manufacturing techniques. The London Rubber Firm modified its title to London Worldwide Group in 1950 and expanded its merchandise into the well being and wonder care markets.

The condom line manufacturing system developed by Landau is about 200 yards lengthy and has two flooring, inside that are hole glass presses dipped into two rubber tanks positioned on giant conveyor belts. These double-dipped condoms are then warmth handled, washed and rolled up with a rotary brush earlier than being handed by a chalk resolution to stop sticking. They’re then collected in a particular trough for testing the air.

Famous brand Durex : Jewish businessman meets noble support, dominates the market thanks to his opponent being killed by war, increases productivity 60 times faster, focuses on products that bring a sense of authenticity - Photo 2.

System for testing condoms on the London Rubber Firm manufacturing facility within the early 1950s

The world’s first lubricated Durex condom was additionally born within the 1950s to alleviate the “dryness” of ladies. From the manufacturing of two million condoms every year Within the 1930s, due to mechanization and automation, 2.5 million condoms have been reached each week in 1954 (productiveness elevated 60 occasions).

Durex analysis facilities in Europe and the US repeatedly enhance rubber processing know-how and product testing. In 1953, the corporate developed and utilized digital testing to all condom merchandise to seek out product defects as rapidly as attainable.

Landau is just not the one inventor to create a condom manufacturing line. Fred Killian of Akron, Ohio, USA developed related know-how within the 1930s. Nonetheless, whereas the London Rubber Firm’s manufacturing facility was utterly autonomous when it comes to manufacturing line know-how, the businesses American condoms just like the Youngs needed to rent Killian’s line with costly charges and strict restrictions.

The fast progress of the corporate and the Durex model additionally led to many scandals. Elkan Jackson and Angus Reid are two members of the Jackson household who run an organization fined by the UK market authority for tax evasion and black market advertising and marketing.

After dealing with the case, in September 1953, Landau resigned and left the corporate. He handed away in 2001.

Famous brand Durex : Jewish businessman meets noble support, dominates the market thanks to his opponent being killed by war, increases productivity 60 times faster, focuses on products that bring a sense of authenticity - Photo 3.

Manufacturing of condoms at present

Overcoming the scandal, sustaining the worldwide No. 1 place

Though there are now not main entrepreneurial faces, Durex continues to claim its title out there.

By 1960, Durex launched condoms with anatomically right form, some of the vital milestones within the business. As a result of earlier than that, condoms had issue with many various anatomical sizes.

The 1970s and 1980s have been an vital increase interval for the Durex condom model. Durex’s flagship product line is the skinny and ultra-realistic male condom, which is current in most retail chains in Europe and North America, after which spreads to 3rd world nations. .

Since 1995, Durex has launched a line of coloured and flavored condoms. In 1997, Durex launched condoms utilizing artificial rubber (latex free). The fabric developed by Durex is hypoallergenic, delicate and has higher elasticity than pure rubber.

Famous brand Durex : Jewish businessman meets noble support, dominates the market thanks to his opponent being killed by war, increases productivity 60 times faster, focuses on products that bring a sense of authenticity - Photo 4.

In 2001, Durex launched Pleasuremax – a condom product line that mixes tendons and spikes, offering an much more genuine really feel. In 2010, Durex was acquired by Reckitt Benckiser. Along with rising market share, Durex additionally continually expands its new merchandise to serve the wealthy wants in intercourse life.

Thus far, the Durex market share accounts for about one-third of the worldwide condom market. Based on statistics, each 2 seconds somebody within the UK buys a pack of condoms. With the vast majority of condoms bought underneath the Durex model, Durex is clearly the market chief with 55 million items bought within the UK alone and over 1 billion items worldwide.

The secure growth of the Durex model – the corporate’s key product, helps the sustainable progress of Reckitt inventory: The corporate’s inventory value has elevated from $9.28 (2010) to $15.88. (2021).

Ung Minh

By Enterprise and Advertising and marketing

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