Japan's condom market, which has remained virgin territory for outsiders for a long time, may be in for an Earth-moving change with the recent entry of the world's largest brand.
Durex products, sold in more than 140 countries and thought to enjoy the top market share in more than 40 countries, started appearing on drugstore shelves last month.
Deploying aggressive mass-marketing strategies hitherto unseen here, the British brand hopes to crack the promising Japanese market by wooing the nation's sexually active youth.