Right now, LELO Hex condoms are running $9.90 for a 3-pack, $19.90 for a 12-pack, and $34.90 for a 36-pack in preorders. By contrast, a 36-pack of Trojan ENZ costs just $13.27 at Amazon.
Getting more people to regularly use condoms is a serious issue. A study from Indiana University found that only one in four situations with vaginal intercourse involves a condom. A 2007 study found that college students, both men and women, who find unprotected sex more pleasurable, are less likely to use a condom. Bridging that gap is important when 20 million people contract an STI annually, and a 2011 study found that 49% of pregnancies in 2006 were unintended.
The company hopes to launch this summer and is funding the first run through Indiegogo, where they've raised 16 times the amount they set as an initial goal.