Smile Makers products will now be available in Watsons stores island-wide

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Only 3 in 10 Singaporean Women Satisfied with Sex Lives

First of its kind nationwide survey findings on sex and self-pleasure unveiled by Smile Makers, as part of the brand’s launch to promote sexual wellbeing and overall wellness

Highlights of the ‘Good Vibe’ 2015 Survey

  • Only 30% of women in Singapore are satisfied with their sex lives
  • Feeling loved and happy were ranked as the top two benefits from having sex, followed by feeling beautiful and healthy
  • 67% have masturbated as it makes them feel happy and good about themselves, yet half still believe talking about it is taboo
  • 1 in 2 say they self-pleasure to relieve stress and tension
  • On average, women in Singapore masturbate thrice a month, and 50% think the ideal frequency should be at least once a week
  • While 1 in 5 women polled use a vibrator, 3 in 5 are open to buying them online or at trusted retail shops
  • 94% would view a women who uses a vibrator neutrally or positively



Health and emotional benefits associated with sexual well-being and masturbation

“Many people do not realise that sexual well-being is important for health, and when we are time-strapped it naturally ranks low on the priority list. Studies have shown that being sexually stimulated, whether through sex or self-pleasure, creates endorphins and oxytocin which in turn trigger positive feelings and wellbeing,” said Professor P. Ganesan Adaikan PhD, a Research Professor, Department of Obstetrics & Gynaecology, National University of Singapore, at the launch event today. Professor Adaikan is also a diplomate on the American Board of Sexology. “Loss of interest in sexual activity due to inability to feel pleasure or achieve orgasm is increasingly common. While people tend to shy away from talking about it or seeking help, there are many ways to overcome this, and self-pleasure can help women discover their bodies and be more sexually confident,” he said.

The survey found that amongst the women that masturbated, most of them do so as they felt emotionally satisfied and happy. In addition, research conducted at the University of Sydney has shown that self-pleasuring can lower the risk of type-2 diabetes, reduce insomnia through hormonal and tension release, and increase pelvic floor strength through the contractions that happen during orgasm.

Career and relationships come first, but Singaporean women want to take charge of their sexual satisfaction

Women in Singapore ranked topmost importance on being financially secure and having good relationships, while ‘Feeling Sexually Satisfied’ ranked the lowest.

However, 70% of women polled reported that sex makes them feel loved, followed by feeling happy, healthy and beautiful. Interestingly, 93% felt that they “should take charge of their own sexual satisfaction” with 59% feeling that they are in control of it. Further, 1 in 5 women have used a vibrator, with half of them buying it for themselves. Additionally, 60% of women are open to buying a vibrator in health and beauty shops and online.

“Not many people realise that the brain is the body’s most important sex organ. Sex is not just about intercourse, it also involves the foreplay, arousal, verbal and non-verbal pleasure, and many women associate sex as an expression of love,” said Tammy Fontana, MS NCC CTRT and sex therapist, lead therapist of All in the Family Counselling. “In my practice, it is not uncommon to see couples’ sex life suffer as a result of other problems in their relationship. Women can recognise that they too, can be in control of their sexual satisfaction, which helps boost emotional health and self-esteem, forming the foundation of healthy relationships,” she said.

67% of Singaporean females indulge in self-pleasure, in spite of perceived social stigma

With masturbation or self-pleasure being seen as a way to relieve stress and tension and to achieve an orgasm, it is not surprising that of the women polled, two-thirds of women in Singapore masturbate and want to do it more frequently. Nearly half of the women felt that they needed to masturbate at least once a week, but only 25% of them do.

The survey also showed that younger Singaporean women (18 to 35-years) are more open to sexual experiences before marriage and are more likely to own a vibrator compared to those above 35 years old. However, half of Singaporean women feel that the subject of self-pleasure is taboo, even with their closest female friends, in spite of recognising the health and emotional benefits associated with self-pleasure.

Launch of Smile Makers in Singapore

Conducted by global research company TNS in March 2015, the ‘Good Vibe’ survey polled 800 women in Singapore, aged 18 to 50, on their perception on sexual well-being and their views on self-pleasure. The survey was commissioned by Smile Makers to coincide with its launch in Singapore.

Smile Makers Factsheet1

“Coming from a background in female health and beauty, we understand that a woman needs to feel good in order to look good – and sexual well-being is an important factor to overall wellness,” said Mattias Hulting, co-founder of Ramblin’ Brands. “This first-of-its-kind survey shows us that more than 50% of women in Singapore are open to the idea of trying a personal massager, but they want to purchase these products in stores that they trust and are comfortable in. Through this island-wide partnership with Watsons stores, we are glad that Smile Makers will be available for the everyday woman, who is looking for smart ways to take care of herself and feel good about herself”.

Inspired by the belief that beauty starts with a smile, the award-winning personal massagers were designed in Singapore and produced alongside some of the world’s leading electronics brands in a static-free environment, and all products are completely water-proof, phthalate-free, made with super-smooth, 100% body-safe, FDA-approved silicone.

Peder Wikström, also the co-founder of Ramblin’ Brands added, “We commissioned this survey as part of a global study on women for insights on their perceptions, concerns and motivations of their sexual satisfaction. Knowing that 6 out of 10 Singaporean women feel in control of their sexual satisfaction, we are confident that Smile Makers will continue to empower women in their choices, to help them feel confident, self-assured and happy, with or without a partner”.

Available in many countries including Taiwan, Belgium, France and the United Kingdom, Smile Makers products will now be available in Watsons stores island-wide.

A similar study on women and their perception on sexual well-being was also conducted in Taiwan, Belgium, France, Switzerland and the United Kingdom.

For more information on Smile Makers, visit

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