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Durex is rallying against repressive sexual conventions as it relaunches on Valentine's Day.

The new positioning and visual identity will see the 91-year-old brand challenge sexual taboos, stigmas and outdated attitudes in favour of more positive and inclusive ones about sex. Durex aims to normalise good sex for all, no matter what it looks like. It issued an open letter on Valentine’s Day and released ads that reveal the realities of sex, with lines such as: "We’re faking it. Two out of three of us are not fully satisfied with our sex lives."