Conceive Plus is the only fertility lubricant to proactively aid your chances of getting pregnant. Its advanced formula contains magnesium and calcium ions. These ions are found naturally in the human body and are essential to prolonging sperm viability (keeping sperm healthy) and motility (helping sperm to swim). Conceive Plus Fertility Lubricant is pH and electrolyte balanced to imitate the body's own natural fluids and is safe for sperm and embryo development. It also helps with the fertilisation process by providing additional moisture to increase your chances of actually getting pregnant. Clinically tested with data published by the American Society For Reproductive Medicine in 2009. A Published study shows sperm safety. Cleared by the FDA and allowed to state "safe for use by couples trying to conceive". Conceive Plus is suitable for all couples who want to have a baby, whether you are just preparing to conceive or have been trying to get pregnant for some time.