Because the condom market is China has become so competitive, makers of the rubber contraceptive in the Asian giants are thinking of all kinds of marketing gimmicks to gain a larger share of the market.

One such maker, DaXiang, recently tapped pretty Chinese women to participate in its promotional campaign by having the five women ride the Beijing subway and then place the condom on their face and other parts of the body. Upon entering the subway, the women open packets of condoms and place them on different body parts, reported Mashable.

Like Us on Facebook

By placing the rubber contraceptive on their face, arms and breast, the woman claim it was a new beauty regime because the lubricant on the newly launched ultra-thin condoms were supposed to be good for their skin.

Surprised commuters took photos of the women with open condoms on their bodies and posted the images on Weibo, China’s most popular microblogging site.

The women, who also wore revealing clothing, got off the train after a few stations and stood around the platform area with signs that read “DaXiang face masks.”

Chinese netizens criticized the women for their willingness to do anything for money. Some Weibo users dared authorities to penalize DaXiang for the immoral marketing gimmick.

The women’s claim that the lubricant in the condom is good for the skin has no scientific or medical basis. However, sperm, which is trapped inside the used condom, is believed to reduced wrinkles, smooth skin and help with preventing acne when applied to the face.

Bioforskning, a Norwegian company, synthesized the compounds that make sperm into a facial cream marketed as Spermine in 2012. It claimed the cream is 30 times more effective than vitamin E and delays the aging process by 20 percent. But it costs $250, reported Medical Daily.