Mission.org
Published in

Mission.org

Making A Taboo Product a Mainstream Success, with the Co-founders of P.S. Condoms

Bringing a new brand to an industry dominated by old-school companies and ideas

via https://www.psgoodtimes.com/products/our-condom

When you’re building a business, the stakes are always high. Now think about building a company based on a product that absolutely has to work 100% of the time and the other competition in your category has been around for a century and owns about 70% of the market. That might seem like a lot of pressure, and you maybe would assume that having to succeed under those circumstances would mean working in a pretty intense environment. But that’s not necessarily the case for P.S. Condoms. The young DTC brand launched its first product in early 2020 and has been steadily building a base of loyal customers ever since. And the co-founders. Rob Seo and Raja Agnani, have made sure to bring some fun and humor to the company along the way.

Originally, the idea was simply to bring something to the market that was better than the average condom everyone knew and hated.

“When you discuss things, people have different opinions on their favorite sports team, their politics, you know, different things,” Agnani said. “Everybody universally hates condoms. Every single person we talk to just does not like using them…And so that got us thinking, ‘Okay, can we do something different? Can we do something better and does something better exists?’ And so, we had to do a lot more research and figure out whether that exists and how to provide that experience.”

And thus, P.S. Condoms was born. But the business was about more than just a better product. Seo wanted to help people change the way they were thinking about themselves.

“You look at Trojan man and that is like the epitome of toxic masculinity,” he said. “Oh, you have to look a certain way. You have to be a certain way, to sound a certain way to be considered manly. I’m [thought], ‘You know what? I want to create a brand that says you don’t have to be any type of way, just be who you are, own being yourself and that in and of itself is sexy.”

Of course, brands aren’t built on good feelings, you have to actually sell products. For P.S., that means getting its condoms into as many hands as possible however possible. Samples, subscriptions, and a humorous yet tasteful social presence are just some of the strategies the guys use to make that happen.

“It’s such an easy product to bring humor to, so of course we had the brain humor to it,” Seo said. “But we balance the lowbrow with the high-brow. I think the high brow signals, ‘Hey, we’re not lowlifes randomly putting out a condom brand.’ We put some thought into our messaging. We put some thought into obviously our product as a result. And this is something that you can and should buy and try at least.”

When folks give the products a try, Seo and Agnani believe that they will have loyal customers for life. And for them, P.S. Condoms has more exciting offerings in the works.

To hear about them, be sure to tune into When you’re building a business, the stakes are always high. Now think about building a company based on a product that absolutely has to work 100% of the time and the other competition in your category has been around for a century and owns about 70% of the market. That might seem like a lot of pressure, and you maybe would assume that having to succeed under those circumstances would mean working in a pretty intense environment. But that’s not necessarily the case for P.S. Condoms. The young DTC brand launched its first product in early 2020 and has been steadily building a base of loyal customers ever since. And the co-founders. Rob Seo and Raja Agnani, have made sure to bring some fun and humor to the company along the way.

Originally, the idea was simply to bring something to the market that was better than the average condom everyone knew and hated.

“When you discuss things, people have different opinions on their favorite sports team, their politics, you know, different things,” Agnani said. “Everybody universally hates condoms. Every single person we talk to just does not like using them…And so that got us thinking, ‘Okay, can we do something different? Can we do something better and does something better exists?’ And so, we had to do a lot more research and figure out whether that exists and how to provide that experience.”

And thus, P.S. Condoms was born. But the business was about more than just a better product. Seo wanted to help people change the way they were thinking about themselves.

“You look at Trojan man and that is like the epitome of toxic masculinity,” he said. “Oh, you have to look a certain way. You have to be a certain way, to sound a certain way to be considered manly. I’m [thought], ‘You know what? I want to create a brand that says you don’t have to be any type of way, just be who you are, own being yourself and that in and of itself is sexy.”

Of course, brands aren’t built on good feelings, you have to actually sell products. For P.S., that means getting its condoms into as many hands as possible however possible. Samples, subscriptions, and a humorous yet tasteful social presence are just some of the strategies the guys use to make that happen.

“It’s such an easy product to bring humor to, so of course we had the brain humor to it,” Seo said. “But we balance the lowbrow with the high-brow. I think the high brow signals, ‘Hey, we’re not lowlifes randomly putting out a condom brand.’ We put some thought into our messaging. We put some thought into obviously our product as a result. And this is something that you can and should buy and try at least.”

When folks give the products a try, Seo and Agnani believe that they will have loyal customers for life. And for them, P.S. Condoms has more exciting offerings in the works.

To hear about them, be sure to tune into Up Next in Commerce.

Up Next in Commerce is brought to you by Salesforce Commerce Cloud. Learn more at salesforce.com/commerce

Up Next in Commerce is brought to you by Salesforce Commerce Cloud. Learn more at salesforce.com/commerce

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store