It is also isotonic, pH Balanced, and contains Calcium and Magnesium ions, which the egg and sperm require for fertilization. Conceive Plus works by increasing the lubrication in the birth canal, which makes penetration easier. It provides the correct environment for the sperm to swim through towards the egg. It contains ingredients that keep the vaginal fluid at the correct pH for fertilization of the egg and also Calcium and Magnesium ions which the egg and the sperm require for fertilization. Conceive Plus does not harm sperm, or hinder sperm movement. Use Conceive Plus Lubricant as you would use a regular lubricant. Apply the desired amount in the vagina or on the penis, as often as is desired. The multi-use tube may be used together with the Pre Filled Applicators. Apply 10 -15 minutes before sexual intercourse.