This Condom Brand is Measuring Couples’ Heartbeats to Prove Intimacy
SKYN's experiential campaign tests the heartbeat synchrony of adults back-to-back with monitors, drawing on research linking matched pulses to deeper relationship bonds.
SKYN condoms launched a biometric marketing experiment in Japan on December 1, 2025 measuring whether couples can synchronize their heartbeats to demonstrate emotional connection.
The "Soft Pulse" experiential campaign, created by Tokyo agency UltraSuperNew, runs through December 26 with public participation events from December 24 to 26.
Science-backed storytelling over product claims
The experiment places adults (both strangers and established couples) back-to-back with heart-rate monitors, eliminating visual and auditory cues. The campaign references research showing romantic partners often sync heart rates during relationship discussions, with stronger synchrony tied to higher empathy and satisfaction.
"When the couple finally saw each other, it was pure magic," said Yousuke Ozawa, Creative Director at UltraSuperNew, describing participants' reactions when the test concluded.
Annie Hou, Associate Director of Sales and Marketing at MAM LifeStyles (SKYN's parent company), said the brand's polyisoprene material enables "softer, meaningful connections" between couples.
The campaign avoids traditional product claims, instead linking material softness to emotional bonds through experiential storytelling.
This approach addresses Japan's regulated sexual wellness category, where relationship-focused messaging has proven more effective than male-centric competitor strategies. UltraSuperNew's earlier work for SKYN included the "No SKYN, No Love" podcast, which reached 530,000 followers across Amazon Prime, Apple, and Spotify platforms.
Leighton Cosseboom
E-commerce success drives retail expansion
The couple-centric positioning helped SKYN become the number one condom brand on Amazon Japan. Building on that digital traction, SKYN entered Japanese convenience stores (konbini) in 2025 after 10 years in the market.
"SKYN is now available in convenience stores, a monumental milestone," Hou said, noting that the brand's earlier "Soft Competition" campaign addressed the 'honne-to-tatemae' (private feelings versus public behavior) social dynamics in Japan.
UltraSuperNew's 2024 "Human Softness" campaign used AI-generated dating scenarios to contrast synthetic versus human intimacy, reinforcing SKYN's emotional differentiation. The agency's shift from male-focused to relationship-driven messaging mirrors broader wellness marketing trends across Asia.
Leighton Cosseboom
Experiential tactics dominate Asian wellness markets
Sexual wellness brands in Asia increasingly use science-backed experiential campaigns to navigate ad restrictions. In India, intimate wellness brand MyMuse achieved INR 36.1 crore (~US$4.3 million) in revenue by 2024 by rebranding as a "self-care" product with discreet, skincare-like packaging to bypass taboos.
User-generated content drives trust in wellness categories, with 92% of Asian consumers trusting peer reviews over branded content.
Wellness brand Sakara Life generated US$480,000 in revenue from 3.2 million impressions through customer testimonials, demonstrating the ROI potential of experience-first campaigns.
The "Soft Pulse" experiment follows this playbook, creating shareable moments that position SKYN as a relationship brand rather than a functional product. The Christmas timing and public participation component aim to generate earned media and social conversation during peak gifting season.
For marketing executives evaluating biometric campaigns, SKYN's approach offers a template for regulated categories: replace product claims with measurable experiences, prioritize emotional storytelling over features, and build audience engagement before retail expansion.
The brand's progression from podcast content to e-commerce leadership to konbini distribution shows how sustained content investment can unlock traditional retail channels in culturally conservative markets.
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