SKYN Goes Beyond Algorithms to Highlight the Power of Genuine Human Connection

In today’s digitally ‘connected’ world, it has become the norm to want to find the answer to falling in love and try to perfect the 'science' behind it. A variety of options matching people by algorithms, psychology, astrology, common interests, behaviour and character traits, social and demographic factors, are just some of the most common ways used. 

SKYN condoms believe the truth is that often genuine connection comes from real communication, understanding and physical closeness. The condom brand's ethos is that the most important thing in a relationship is to understand and care for one another, which they refer to as 'Softness'.

So, for its Japanese Summer campaign SKYN put its theory that successful connections need real communication and physical closeness to the test. 

'Connected by Softness' launches today across Japanese social media channels. Created by independent creative hotshop UltraSuperNew, the campaign featured two single volunteers who separately underwent a series of compatibility tests with experts before meeting. After their introduction, they were told they were nearly a 100% match and challenged to prove their compatibility through additional tests. The result was a heart warming observation of the pair playfully interacting, solving puzzles, communicating confidently, laughing, and enjoying each other's company. By the end, they both felt a genuine connection. It was then revealed that the experts were actors and the tests were fake, so there was no actual 100% match. Despite this, both participants said they felt a true connection, proving SKYN’s theory that genuine connection can come from real interaction.

Annie Hou, associate director - sales and marketing, MAM LifeStyles said, "As we target a younger audience, we aim to highlight what truly matters in relationships: human connection. In a world where information is always at our fingertips, we often overthink with our rational minds. Our goal was to emphasise the value of genuine connection and physical sensory experiences, encouraging people to trust their instincts over intellect."

Yousuke Ozawa, creative director, UltraSuperNew added, "When we came up with this idea, we were careful not to undermine the credibility of compatibility tests or fortune tellers, as many people genuinely value their insights. Our core message was straightforward: 'softness' fosters genuine connections, independent of test results. After the experiment, we wondered if their ongoing closeness was just a placebo effect. Yet, if that were the case, their feelings should have faded quickly. What we discovered is that their genuine physical connection may have played a crucial role in keeping their bond intact."