Mattias Hulting and Peder Wikstrom know more about sex toys than most married men in their 40 s.
The two Swedish entrepreneurs are the brains behind the smile maker, a new type of \"friendly\" vibrator that is sold in supermedicines rather than sex stores. The £34.
99 vibrator, collection of ergonomic pastel-
Color atmosphere based on traditional lusted
After characters such as firefighters, French, millionaires and tennis coaches, sit next to shampoo, lipstick and loofah because sex toys are a day, according to Mattias and Pederto-
The daily necessities that should be purchased for free, no shame and shame, and no display of PVC gimpwear.
The production of the vibrator is accompanied by a lot of data-66% of women who do not use the vibrator are curious to try the vibrator. 75-
80% of women buy one in the market.
Most people don\'t say it\'s because it\'s hard for them to find, or are embarrassed to go to the sex store.
As M & P said, is there a product 75-
80% of men are interested in something difficult to find (
Actually-don\'t answer the question).
Due to its disruptive approach, the brand is known as the \"app\" of the sex toy industry-they are deliberately different.
They want to get rid of the taboo of masturbation and have a dialogue about it.
Make people feel comfortable buying and talking about sex toys.
As they say, the way women masturbate is not what they want to change-it\'s all about it.
In fact, while 50% of women have sex toys and another 30% want sex toys, they are still only available at professional sex stores that many consider daunting.
In conservative Singapore, 93% of women say they prefer sex toys, but most do not.
Just like a lot of women and men masturbate-but when men have multiple words, women\'s words are either clinical or rude.
Masturbation, especially female masturbation, is also a hot topic in the most enlightened countries, while it is not uncommon or uncomfortable for many men to talk about masturbation.
When women scrabble around about their separate meetings, men have dozens of euphemism (And fidgety)
According to their disposal-they have been using them since they were school boys.
With the health benefits of masturbation, Mattias and Peder are working to spread love.
We talked to these people about the inside story of masturbation.
Peder and I have worked with Procter & Gamble at proc to work on consumer goods brands like Olay, Wella and Always.
When I was sent to Japan with P & G, Peder moved to Shanghai to start a business.
When I was on a business trip to Shanghai, I often stayed on Peder\'s couch and it was during these trips that we started talking about doing business together.
What we want to do is create disruptive brands and great products in categories that no one seems to be doing right-those categories are either ignored or abused.
The vibrator is the most obvious starting point.
This goes back to my personal experience many years ago when I went to the sex goods store and bought a vibrator for my girlfriend.
I remember walking into the store and feeling very uncomfortable.
Many products are downright vulgar, and some images and communications are between rude and offensive.
It was just an unpleasant experience.
I think this is probably the most intimate female product in the world, in the least
The way women are possible.
If I feel uncomfortable here, my girlfriend will feel like I think someone should do something about it.
I don\'t know if someone will be me in the future.
Actually, that\'s not much, so we have to start with a lot of research.
It is neither comfortable nor appropriate to go to a sex store to do research --
Instead, we looked at surveys, medical studies, and talked to women we knew.
In developed countries, about half of women use vibrators, and the third is a curious attempt, but have not found products they like where they like to shop.
Is there another legal class that has the same gap between supply and demand? It is also surprising that the open and honest women we interviewed know more about their views.
But, perhaps, as usual, products that have worked with Tampax have given us some practice of discussing intimate topics with women without having much impact on us.
Most of the vibrators sold in the sex store look like they are designed by men and are purchased for men for their partners.
We saw some high fashion.
Over the past decade, there have been quality brands such as Lelo and Jimmy Jane, but they are very expensive, mainly for sale in adult stores, and sometimes very high-tech. So maybe not the first time. time buyers.
Our idea is to focus on design and quality to a new level, but to make it affordable for everyday women in everyday stores.
This is not to say that we think there is a right or wrong distinction between sex toys and sex goods stores.
But we do feel that sex stores are specialty stores.
When it comes to the normal vibrator, if there are more than two
More than 30 women are either in use or want to try, then this is obviously not a professional project.
This is a daily item, along with other daily items such as skin care products and cosmeticsup.
We don\'t object to sex stores, we just don\'t feel comfortable with sex stores.
We want to offer Smile Makers in mainstream retailers for people like us who feel more comfortable in health beauty retailers.
In addition to all the studies we read before we started, we have been conducting our own surveys through established companies like TNT, which are now spread all over the world, from Belgium, France to Taiwan
What is surprising is how similar attitudes are actually.
In some countries, the proportion of vibrators used to be lower in the past, but that doesn\'t mean they are less willing to try.
More importantly, there is traditionally less supply in some countries.
Our survey shows that 7 to 8 out of 10 women use the vibrator all the time, or are curious to try the vibrator (
We call them vi-curious’).
Similarly, people have a very positive attitude towards the use of vibrators.
For example, we recently did a survey in Singapore-a very conservative country-and 93% said they would think that other women with vibrators are positive;
In their view, she will be a woman responsible for her sexual happiness.
Singaporeans themselves are also surprised by how open they are.
This highlights opportunities around the world-because we don\'t talk much about women\'s self.
Happy, we think other people are more conservative than they are actually, so we decide to buy, try, talk and sell based on the wrong assumptions about what other people will think.
The reality is that nine out of ten are either positive or don\'t care, so what\'s the big deal in terms of design, quality, safety and reliability, smile manufacturers bring the vibrator category into a new area.
But I would not say that cultural differences affect the way we design actual products.
Our three product versions are based on the existing vibrator type-g-
Spot vibrators, Yindi vibrators and bullet vibrators-there is also a new, very innovative product that imitates the tongue.
Ergonomic principles are the same around the world.
We did consider cultural differences when choosing the last four roles.
We first asked women around the world to tell us about their greatest sexual fantasies, and we came up with a great list of plumbers, pool boys, interns, neighbors next door, and more.
But in the end, a Chinese woman won\'t understand the stereotype of American plumbers, and a Finnish woman won\'t necessarily get a pool boy.
So we have to choose the most real fantasy in the world.
Finally, when it comes to generation differences, the use of vibrators-such as the use of condoms-increases with age.
As a result, women in their 40 s use more vibrators than women in their 20 s.
Even among them
By the age of 50, the percentage of vibrators used is about the same as in the age of 20.
So far, the vibrators sold in daily stores are mainly designed and branded for couples in their 20 s, not for women\'s 30-year-old main user base.
We absolutely tested every part of the smile manufacturer, from the strength of the motor to the softness of the silicone, the exact Pantone color, the packaging design, the packaging text, the size of the product.
Along the way, we had a group of people involved in the process, from Sydney to Shanghai, from Sweden to Sweden, to Portland.
Most of the input we use comes from \"vi-
Curious women, those curious to try the vibrator but not try.
It is important to create a pleasant experience for them, not a ready-made product
Invest in any way.
Sweden is an interesting example because it is considered a very free country around the world, but it is actually very conservative.
The topic of \"there\"-especially for women-remains very taboo and uncomfortable, despite the great success in Europe and the rest of Asia, in Sweden, we still can\'t find anyone to meet with us.
The movement to create a new word for female masturbation is great because the existing terms are either clinical or rude.
A few years ago, there was a similar movement to come up with a new word for the vagina, with the focus on having a word that can be used when speaking to a child.
We used a very cute word to describe the penis, but not the vagina, so it is difficult for parents to describe it in this word.
Obviously, it is a kind of micro to say that it is more comfortable than the vagina.
In general, it implies the view of society and continues the feeling of uncomfortable topics.
The word they came up with-it was great because it sounded as cute and innocent as a man.
It really makes people-especially parents-refer to the female genitals in a more natural and comfortable way.
We hope that they will achieve the same result on the new word women masturbate.
The shoddy naming of something will make the subject feel shoddy.
A clinical term will make it feel clinical.
Therefore, having an approachable, even lovely word may create miracles in the process of normalization.
Our efforts for smile makers are, first of all, to open the door to women\'s self-conversation.
How happiness and vibrators fit into it.
We want to make this topic public and make people realize that others are not as conservative and picky as we are worried about, and that almost everyone sees it as natural as we are.
The biggest challenge is to start a conversation.
That\'s why we use humor in our approach, name products with stereotypical fantasies, have cute cartoon characters on our packaging, and describe characters in a very outrageous way.
It is a good tool to relieve any discomfort.
It lets everyone relax and puts you in a positive, relaxed state
Then you can start the conversation from there.
Our vision is the self of women.
Happiness and vibrators will be treated as normal and non-sensational.
If we can contribute to this in any way, we will be very proud.
We have no goal of changing the way women masturbate.
We want to provide products for those who want to use them while masturbating, and we want to help her feel natural, comfortable, beautiful and positive about using them.
The idea of our brand is \"when you smile inside, you smile outside \".
There is nothing more gorgeous than this.
We mean, sex happiness is very important to your health, your confidence, how beautiful you look, how beautiful you feel, and when you think of health and beauty, you can\'t ignore it.
Instead, it is at the heart of health and beauty before replenishment, foundation and production --up.
Our mission is to normalize the sexual happiness of women and redefine it as a natural component of life and beauty care.
What we are trying to achieve is a world where no one is reacting or sensational to the sales of vibrators next to health and beauty products, in which women buy in the same environment
We got amazing feedback from women of all ages and nationalities.
There is a lot of support for what we are trying to do, and we have women really supporting the task.
It is difficult to pass it from the man.
Employees of our insurance company, translation company, logistics company refuse to cooperate with us because they feel threatened with our products.
This is an act of paranoia and hypocrisy, but all these experiences have made us more passionate to continue our efforts.
If we were not feminists when we started the company, we must be feminists now.
Regarding the next thing, we have to tell you in a few months that it is not a vibrator when we launch our new product range . . . . . . [
Note from Ed: Tip-they may also be completely changing the lubricant market].
There is so much data on this that it is confusing why someone still thinks this is a controversial topic.
We work with sexologists and gynecologists around the world who provide us with a complete set of databases on the health benefits of sex and masturbation.
It ranges from direct chemical benefits such as the release of endorphin and oxytocin to more indirect connections such as effects on mental and emotional health.
It is precisely because of the undisputed benefits of masturbation and vibrators that the scientific community really supports what we are working on and why we are invited to speak at this summer\'s World Health Association conference. – Dr. Yen-
Yu Chen, Department of Obstetrics and Gynecology, Taichung hospital, Ministry of Health and Welfare-
Attending doctor-Professor
Dr. Ganesan Adaikan, professor of obstetrics and gynecology studies at National University of Singapore, every thing we do in our business has two Acid Tests.
First, does our wife agree with second, will we feel comfortable if anything fails?
The challenge is the opposite when it comes to dinner parties-how can we avoid this being a dinner conversation.
People are very interested and involved and want to be involved in ideas, ideas and suggestions.
But even though we are passionate about it, it\'s good to take a break sometimes, so we are learning to lower the volume during the breakwork hours.
Speaking of our mother, I agree with Pede\'s comments.
We must be able to show them what we have done.
Whenever I post any work content, my mother is the first person to click \"like\" on Facebook --related.
Peide\'s mother was a shareholder of the company, so he had to fight his job.
Talk to friends and Christmas table.
There are too many things on paper.
We sell it at super drug.
Our products and high
End consumer electronics brands such as Bang & Olufsen and Olympus.
Our clit massager firemen beat the iPhone at D & ADs, the world\'s most prestigious design competition.
For more information, visit and purchase head.