Durex Play 2004

How many different kinds of people does it take to contribute to the creation of a range of vibrators, successful not only commercially but so effectively with its target audience, that the 'Wand' model won Cosmopolitan's 2007 award for 'Best Sex Toy for Her'?

When Seymourpowell were asked to design a range of vibrators for client SSL International, owners of the Durex brand, the challenges were many and various and involved listening to a huge range of people who could make a valuable contribution to the process. The brief was to create beautiful products with high design values. Beyond that, the designers had to work through a wide-ranging series of challenges, looking at real experience and attitudes, shape, usage, materials, safety issues and technology.

"In spite of its very personal nature, this was in fact a classic industrial design project", commented Nick Talbot of Seymourpowell. "The challenge was to meet the emotional and physical requirements of the potential user, whilst solving the accompanying mechanical, material and cost challenges. Materials and colours were particularly important and we wanted to ensure that all active surfaces were FDA-approved. The mid-process refinement of the products was particularly challenging, from the rejection of safe but foul-smelling rubber to materials that wouldn’t mould as we wished, as well as all the electro-mechanical and safety challenges. We nonetheless had a lot of fun on the project and, I believe, have designed a product range to be proud of. As Durex has said, they are vibrators that are pleasing in every way!"

Casting the net wide
The process started with a mapping of the product landscape to see what was already out there.

Next came a series of 'crucible' sessions with users of vibrators talking about what they liked and didn't like, alongside designers, marketing and distribution representatives, as well as 'sexpert' Tracey Cox, informing the team of the importance of the products in terms of sexual health, both for individuals and for couples. Leading sexologist Professor Alan Riley also made an invaluable contribution to the project.

Although some very simple demands came out of the crucible process (eg – 'more power'!), and some very simple messages ('it's good for you and for your health!'), what was very quickly apparent was the range of needs that the vibrators had to meet, both mental and physical, as well as the range of difference in female body shape to be designed for.

All of these aspects were considered very carefully before the range of three, very different vibrators was decided upon: Wand (the only vibrator in the range intended for vaginal penetration); Little Gem (to be used between users' fingers, like an extension of the hand, for direct stimulation of the clitoris and labia) and Charm (created with shared massage and foreplay in mind as well as for clitoral stimulation).

Each of the vibrators is also rechargeable, meaning there is no need for batteries, and has three speeds, plus a unique pulse mode for the ultimate in controllability.