Durex is bringing a fresh, sex-positive glow to Valentine’s Day with Afterglow, a bold campaign that celebrates the role of lube in enhancing pleasure and confidence. Created by McCann London, this latest push aims to challenge taboos and reinforce that great sex doesn’t just feel amazing—it looks it too.
Backed by research, Durex highlights how lube enhances sexual satisfaction, whether solo or with a partner. Despite its benefits, many still see it as an optional extra rather than an essential part of intimacy. Durex is setting out to change that narrative.
“Lube is a game-changer, yet so many people still see it as optional,” says Charlotte McCrudden, Category Manager at Durex. “At Durex, we help people have better sex, and we know that lube makes every sex occasion more pleasurable. With Afterglow, we’re sparking conversations, breaking taboos, and ensuring everyone gets the pleasure—and the afterglow—they deserve.”
The centerpiece of Afterglow is a specially designed box featuring the phrase “THE AFTER GLOW” on the outside. When opened, it reveals a tube of Durex ‘Feel’ Lube—a clever, bold way to reinforce the campaign’s message. While the box isn’t available for sale, it will be gifted to influencers as part of a social-first activation led by McCann Content Studios.
To maximize impact, the campaign taps into the beauty and wellness community to position pleasure as part of self-care. Influencers like Demi Jones bring credibility by subverting traditional beauty messaging, while sex-positive voices like Grace Victory, Katie Snooks, and Lily Whitfield amplify the conversation. Alix Fox, a leading sexual wellness expert, will also host a broadcast day exploring the science behind Afterglow and its connection to overall well-being. Watch below:
As McCann Madrid’s creative directors Manuel Castillo and Enrique Torguet put it: “How often have you heard someone say, ‘You’re glowing!’ after great sex? Our challenge was simply to bring that insight to life in the most compelling way. With Afterglow, we’re giving people one more reason to enjoy incredible sex with Durex Lube—do it for that radiant afterglow.”
At a time when self-care routines dominate social media, Afterglow makes a compelling case for pleasure as part of wellness. From an elevated heart rate to deep satisfaction, great sex has long been linked to physical and emotional benefits. By normalizing lube use, Durex is advocating for a more confident, fulfilling, and glowing approach to intimacy.
The campaign officially launched February 10, with paid media and influencer activations rolling out in time for Valentine’s Day.
So, this Valentine’s Day, Durex invites you to glow with confidence—because when pleasure is prioritized, the results speak for themselves.
CREDITS:
BRAND: Durex
- Marketing Manager: Nicolo Scala
- Brand Manager: Charlotte McCrudden
- Brand Manager: Ananiya Gupta
- Brand Manager: Hannah Coulton
AGENCY: McCann London
- Chief Creative Officer: Javier Campopiano
- Executive Creative Director: Ioana Filip
- Business Lead: Katie Edwards
- Group Account Director: Alessia Brogna
- Strategy Director: James Clee
- Strategist: Kayleigh Didcott
AGENCY: McCann Madrid
- Chief Creative Officer: Eoin Sherry
- Creative Director: Enrique Torguet
- Creative Director: Manuel Castillo
- Art Director: Marcelino Contreras
- Copywriter: Alicia Sánchez
AGENCY: McCann North America
- Chief Creative Officer: Shayne Millington
- Head of Design: Matt van Leeuwen
- Associate Creative Director: Zac Collopy
AGENCY: McCann Content Studios
- Managing Director: Crystal Malachias
- Creative Director: Bianca Eglinton
- Influencer Marketing: Aaron King
- Social Director: Ed Calderhead
- Social Manager: Natasha Firth
- Influencer Marketing: Dorothy Dinga
- Social Manager: Bella Bond
PRODUCTION COMPANY: CRAFT SPAIN
- Chief Production Officer: Paloma Adrien
- Executive Producer: Maria Iglesias
- Producer: Bea Carnicero
- Head of Production: Vanessa Pizarro
- Coordinator: Paula Garcia
- Head of Print Production: Maria Pastor
- Print Producer: Juan Manuel Orero
- Artist: Israel Melero
PRODUCTION COMPANY: The Good Company
- Director: CH Martinez
- Executive Producer: Melania Valero
PR: Weber Shandwick UK
- Vice President: Katie Hill
- Vice President: Filipe Lima
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