Reckitt Benckiser has launched a new endurance enhancer under its lubricant brand K-Y. K-Y Duration Spray for Men is formulated with lidocaine, which is FDA-approved as safe and effective.

According to Reckitt Benckiser, some 89 percent of men want to last longer in bed, but the issue is still taboo, with many resorting to mental distractions to delay climax.

“The K-Y brand is helping to bring couples intimately closer with the introduction of new K-Y Duration by opening up the conversation around premature ejaculation and helping to normalize it,” said Karen Chisholm, K-Y Marketing Director. “If a man has ever wanted to last longer, he may have experienced PE. It is more common than one would think. In fact, more men experience PE than erectile dysfunction.”