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PRESS RELEASE Seymourpowell gives good vibrations to Durex Seymourpowell unveils product and pack design for Durex

Play Little Devil

London, UK, xx May 2011 leading global design and innovation company Seymourpowell is pleased to announce details of its design work for the Little Devil, the new vibrator ring in the Play range from Durex, sub-brand of SSL International, recently purchased by Reckitt Benckiser. The Little Devil, designed specifically for the Durex Play range, is the very latest in a line of vibrator rings designed for Durex by Seymourpowell, marking a long-standing relationship with the brand. Back in 2001, Seymourpowell designed a range of vibrators for Durex Play that needed to be alluring, safe, effective, reliable and tactile, as well as meet users' desires and expectations. Considering these requirements, a range of three very different vibrators was created; The Wand, intended for vaginal penetration; The Little Gem, used between the fingers for direct stimulation, and The Charm, designed for shared massage and foreplay, as well as clitoral stimulation. As part of the brief for Little Devil, Seymourpowell was tasked with designing a new playful vibrator ring that complimented the existing Durex Play range, echoing a sense of accessibility, fun and pleasure for everybody. In addition, Durex was looking for a new sex toy that further inspires people to explore and discover new sexual pleasures and experiences. Playfulness and a sense of adventure were at the heart of the project with a focus on encouraging consumers to be playful, fun loving and open-minded. During the design process, Seymourpowell responded to the brief by designing a range of vibrating rings with protruding features that took on many different shapes, from bunny ears to alien antennae. After careful deliberation, the Little Devil was chosen for its protruding ears and horn, designed for ultimate clitoral stimulation. Colour, materials, technology and cost were amongst a wide-ranging set of design innovation challenges. Seymourpowell designer Tanja Langgner explains, The challenge was to meet the emotional and physical requirements of the potential user, whilst solving the accompanying mechanical, material and cost challenges. Whilst fun and frivolous, the Little Devil is also technically exquisite. Every angle has been carefully considered to allow for stimulation of the labia and clitoris as well as the penis. Design director, Nick Talbot added, The silicone was chosen specifically above other materials to allow for a soft, streamlined finish that is pleasurable to the touch, while the ring itself is designed to remain flat so that it doesnt roll over and cause discomfort. Seymourpowell was also responsible for the 2D packaging for the Little Devil. Jenny Butler, account

director at Seymourpowell commented, The graphics and colours reflect the brands desire for fun and playfulness. The lower case font is designed to appear friendly, less intimidating and more approachable, while the bright jewel-like packaging provides enticing on-shelf standout at point of purchase. The peep hole at the back of the box allows for consumers to partially see the product to excite their curiosity. Sebastian Rusu, brand manager at Durex added: Little Devil is a great innovation and a perfect addition to the Durex Play range building up on the success of our Vibrating Ring. Its a cheeky and playful adult toy for moments when you really want to have fun, adding more spice, variety and excitement into your sex life. We want to inspire our consumers to improve their overall wellbeing, enjoy and love the sex they have and Seymourpowell is a great partner to help us bring this mission to life. Seymourpowell continues to work closely with Durex and hopes to develop more exciting additions for the Durex Play range in the future. The Little Devil is now available in Boots and other leading retailers nationwide, or online at www.Durex.com <http://www.Durex.com> ***ENDS*** For further information contact: Tim Duncan PR Global, Seymourpowell Email: tim.duncan@seymourpowell.com Tel: +44 (0) 20 7386 2369 About Seymourpowell the shape of things to come Seymourpowell is one of the worlds leading design and innovation companies. Founded in 1984 by Richard Seymour and Dick Powell, the London-based group of award-winning designers has produced some of the milestone products of the last two decades. Seymourpowell is currently the UKs number 1 design company (YouGov, Nov 2010). The company is part of the Loewy Group. Seymourpowell is currently 85 people, combining a design studio, research centre, materials library and prototyping workshop. Seymourpowell has a unique holistic approach to design and innovation, which combines in depth experience and up to date intelligence about people, markets and businesses. The company has the ability to forecast and interpret the vital implications of behaviors and work out future scenarios to give its clients the confidence and reassurance they are making the right decision.

Seymourpowell is skilled in exploiting ideas that create real value and always look to move clients forward creatively. Seymourpowell is not just a company of visionary thinkers, but future doers. Ultimately, Seymourpowell is about making things better: better for people, better for business and better for the world. Specialisms include design innovation, transportation design, ethnographic user research, strategy and new product development (NPD), trends and forecasting, product design and development, 3D structural design and 2D graphic design. About Durex Durex is a global sexual wellbeing brand owned by Reckitt Benckiser. For over 80 years, the brand which was responsible for the world the first condom to prolong the climax, introduced vibrators into mainstream shops and launched lubricants that help make that special moment even better has helped millions of people all over the world have better sex lives. The Durex brand name was registered in 1929. The name was chosen to represent DUrability, Reliability and EXcellence.

Durex has built its leading global position through innovation and knowing what its customers want. It was the first in the world to: Introduce fully automated production dipping lines and electronic testing machines. Develop an "easy-on" shape condom that is easier to unroll and more comfortable to wear Develop a condom that helps to prolong climax (Performa) Have ribs on condoms where it actually matters Conduct and publish a global sex survey Develop a range of vibrators and retail them in a "general" high street stores Have a range of lubes with different sensations