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Protective Practices - A History of the London Rubber Company and the Condom Business (Hardcover)
Loot Price: R680
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Protective Practices - A History of the London Rubber Company and the Condom Business (Hardcover)
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From humble beginnings wholesaling at a small
tobacconist-hairdresser shop in 1915, the London Rubber Company
rapidly became the UK's biggest postwar producer and exporter of
disposable rubber condoms. A first-mover and innovator, the
company's continuous product development and strong brands
(including Durex) allowed it to dominate supply to the retail trade
and family planning clinics, leading it to intercede in the
burgeoning women's market. When oral contraceptives came along,
however, the company was caught in a bind between defending condoms
against the pill and claiming a segment of the new birth control
market for itself. In this first major study on the company,
Jessica Borge shows how, despite the "unmentionable" status of
condoms that inhibited advertising in the early twentieth century,
aggressive business practices were successfully deployed to protect
the monopoly and squash competition. Through close, evidence-based
examination of LRC's first fifty years, encompassing its most
challenging decades, the 1950s and 1960s, as well as an overview of
later years including the AIDS crisis, Borge argues that the story
of the modern disposable condom in Britain is really the story of
the London Rubber Company, the circumstances that befell it, the
struggles that beset it, the causes that opposed it, and the
opportunities it created for itself. LRC's historic intervention in
and contribution to female contraceptive practices sits uneasily
with existing narratives centred on women's control of
reproduction, but the time has come, Borge argues, for the condom
to find its way back to the centre of these debates. Protective
Practices thereby re-examines a key transitional moment in social
and cultural history through the lens of this unusual case study.
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