Millor, a cartoon character in the shape of a condom, is the brainchild of Claude Olive, 25. The store, which Mr. Olive opened Aug. 6 on busy rue de L'Ancienne Comedie, sells a variety of condoms as well as caps, T-shirts, totebags, watches and other items bearing a drawing of Millor.
"We wanted to laugh, but not to joke about the product," Mr. Olive said, noting that the trendy setting removes his store from the realm of an antiseptic pharmacy or a lurid sex-shop or a specialty shop.
Mr. Olive's simple promotional campaign that he created himself has gained lots of attention, and he's been contacted by enterpreneurs from as far away as California, who are interested in a franchise. The main element was a series of postcards mailed to opinion formers prior to the store opening with the message "Millor is on his way."