PARSIPPANY, N.J. — K-Y has expanded its sexual wellness product lineup with the launch of new K-Y Duration Spray for Men.

The Reckitt Benckiser (RB) brand said Monday that K-Y Duration Spray for Men is an endurance enhancer that temporarily prolongs the time until ejaculation, without sacrificing pleasure or physical stimulation for men and their partners — leading to better sex for both parties.

The spray is formulated with lidocaine, which K-Y said has been approved by the Food and Drug Administration as safe and effective, and helps men remain aroused longer with just three to 10 sprays.

“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 (PE) and helping to normalize it,” stated Karen Chisholm, marketing director for K-Y. “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.”

K-Y Duration Spray for Men is available at select drug stores at a suggested retail price of $24.99 for 36-spray bottle and will become available nationwide as well as online at K-Y.com and Amazon.com, the company said.

A national marketing campaign for the launch of K-Y Duration kicks off this month. K-Y said the campaign addresses the PE conversation with disruptive, tongue-in-cheek television, online and out-of-home advertising.

Two TV spots play off the insight that men rely on stereotypical distractions, such as baseball and their grandmas, to slow themselves down in the bedroom, and viewers see what happens when these distractions are no longer needed with the use of K-Y Duration. Out-of-home advertisements in key markets like New York City and Las Vegas put K-Y Duration on billboards, subways and taxi TVs with such messages as “Don’t Get Off Too Soon” and “Arrive on Time.”