United Press International - October 22, 2003
Shihoko Goto, Senior Business Correspondent

Just like brassieres for women come in many sizes anddesigned to fit all shapes and curves, condoms are now being offered in an array of lengths and widths to ensure maximum comfort and support.

"It's a true personalization of condoms," said Adam Glickman, president of Condomania, a California-based condom retailer. Last month, the company began selling condoms in 55 various sizes, from 3 inches to 10 inches long, and from tight-fitting to breezy. Until now, condoms have come only in two sizes in the United States, namely medium and large.

The move now is to get men to take their size and fit of the rubber seriously, just like they do about their trouser length or shoe size. By downloading a free kit from Condomania's website, customers can get a tape measure to figure out their specific size, and order a dozen for $11.95 that presumably fits them better than the ones they were using before. More comfortingly, perhaps, to many men, is that whatever size they end up with, they won't have to worry about whether they're bigger or smaller than the guy next door.

Unlike the bra, when everyone knows that a size 34A is much smaller than a 42D, sized condoms come in no logical sequence. As a result, it's not obvious to anyone but those in the industry whether, for instance, a box of B88-sized condoms are bigger or smaller than a pack of Z11s.

Meanwhile, a snugger fit apparently not only increases comfort, but enhances performance too.

"The number one reason that condoms break or slip off during the horizontal mambo is that the johnson in question was not properly dressed.Like shoes or bras, careful consideration must be given to condom size.Yes, all men are created equal, but ...when it comes to choosing a condom, size does matter, " Condomania's Glickman said.

Surprisingly enough, there is demand for all 55 sizes nationwide. According to Glickman, within a week of launching the new They-Fit line of condoms just on their corporate website, 78 customers ended up buying 48 different sizes, as 5000 people downloaded the sizing kit. By the 200th customer, all 55 sizes were ordered.

"It was the best fit I have ever found," gushed one user. "I've tried many sizes and brands and never had a good experience. These fit perfectly and provided the sensitivity I have always looked for," he added.

Moreover, the company insists that a better fit means a drastically lower possibility of the condom breaking or falling off, which is good news to both straight and gay users alike.

"Millions of men continue to struggle with the 'one size fits all' mentality that the condom manufacturers apply to condom size, often leading to very unfortunate results," Glickman said.

"Men everywhere, regardless of their size, will finally be able to get a condom that fits properly in order to have the safest and most enjoyable experience possible," said Frank Sadlo, the creator of the sized condoms.

Condomania has yet to launch a media blitz to advertise its latest product. For one, the company won't be selling the condoms in any drugstores, given that it would be virtually impossible for any retailer to stock all 55 sizes at once. Rather, Condomania has been selling them thus far solely either at their stores in New York and other locations or on-line, with plans for strategically increasing public outreach in the horizon. The company does, however, expect a publicity launch soon, with a number of endorsements by celebrities.

The high cost of using famous people in ads could easily be offset if Condomania's marketing plans pan out. Condom sales are certainly a big business, even though the industry has long ago ceded its position as the primary contraceptive method to the pill.

However, despite its falling popularity with straight men, over 500 million boxes of condoms are sold in North America alone each year, used by both hetrosexuals and homosexuals alike. Meanwhile, it is the preferred method of birth control to those in developing countries, and preached as the best way to prevent unwanted pregnancies and HIV/AIDS by international agencies including the United Nations Population Fund and the World Health Organization.

But even if international demand does heat up, the 55 sizes already on the market should suffice to meet the varying demands of men worldwide, according to Condomania.

(GoToShop is a biweekly musing on where or where not to spend one's hard-earned paycheck. If there is, indeed, an opposite and equal reaction for every action, then shopping is no exception. The fine art of shopping can be a political statement, a social manifestation, an economic triumph -- or simply a dud decision on the part of the consumer.)

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