Issuu

Issue 08 /Jan/Feb/Mar 2016

I s s Fueeb Jan/ 20 1

s u e/M8ar /Feb 20 1 6

Welcome to our southern hemisphere New Year edition. It’s time to review our retail strategies and put any new ideas into place! Check our NEW section for many latest release product ideas. In this issue we’ve interviewed Chris Lee from the Hong Kong adult retailer, ‘wanta.net’, and Melina Macdonald, the driving force behind the unique gift boxes from Melbourne based, ‘Taboo Intimacy’. Perfect Fit Brand Founder, Steve Calloway, enlightens us in an in depth interview from a manufacturing perspective whilst Cyrex/ElectraStim’s UK Founder, Andy Smith, tells us everything we wanted to know about Electro Stimulation and alleviates all misconceptions.

Synergy is an adult retail industry trade only publication for adults 18 years an over. If you would like a copy or require more for your staff, please email us your details.

Synergy is published quarterly and is posted free of charge to all qualifying adult retail industry participants in Australia, New Zealand and South East Asia. All material in this magazine is subject to copyright and cannot be reproduced in part or full without written permission from the editor. By submitting an unsolicited contribution or you are invited to contribute by us to Synergy Magazine, you agree to provide us with a licence to reproduce your material, including images, in print and electronic media with the right to edit written material. Articles and advertisements express the opinion of the authors and are not necessarily those of Synergy Magazine. ABN 90 929 416 369. A Synergy Magazine PO Box 8145 Melbourne 3151, Victoria, Australia P +61 (0) 435 406 607 E Editorial

editorial@synergymag.com.au

Advertising

ad@synergymag.com.au

General

info@synergymag.com.au

W www.synergymag.com.au

As our market and consumers become increasingly aware and technological developments continue forward, we hear a lot about chemicals and compounds such as phthalates, silicones, ABS plastic and so forth. I’ve included a ‘Materials Guide 101’, so you can talk the talk and advise customers accordingly. We hope you enjoy this edition, we’d love to hear your feedback, and don’t forget to always send us announcements about your company, products and staff! I would like to extend a huge thank you to our contributors and advertisers and wish you all a wonderful start to 2016!

CONTENTS

a c n a i B

Trade News Latest Inside News....4 Movers and Shakers Industry Staff....10 New New Releases....14 Focus Material Guide 101 ....18 Cyrex LTD - ElectraStim Brand....23 Taboo Intimacy................26 Wanta Gifts and Intimate Ideas....30 PerfectFit Brand....34 Me Steve Callow....40 Melina Macdonald....42

EroFame October 2015....44 Top 10 Best Sellers Top Selling Items....48 Reviews The Real Story....50 Buyers Guide Featured Products....52 Scene EroFame Hannover Octoberfest....58 EroFame Pipedream Dinner @ Hugo’s....58

34 3

trade news

Gets Creative CalExotics, the world’s most trusted name in pleasure products, is recognized for its outstanding creativity with two awards from the 45th Creativity Print and Packaging Awards. The Silhouette and Kits collection both received awards for their innovative packaging. The Creativity International Design Awards have been awarding graphic design excellence since 1970. The awards are broken-down into two categories – media and interactive along with print and packaging. The awards span a variety of genres and have honoured many large brands including Whole Foods, MTV, Coca Cola and many others. Susan Colvin, Founder and CEO of CalExotics, says, “It is an incredible honour to be in the same category as Coca Cola and MTV. We strive to provide exceptional products and that includes inventive packaging. Thank you to the judges for these prestigious awards.” Kits is a collection that combines time-proven favourites and new, exciting products segmented into three categories: His, Hers and Ours. Each kit is designed to help

and Wins create a unique and enjoyable experience, alone or with a partner. The Kits packaging helps spark the imagination of its users and helps build excitement. Silhouette features seductive curves and ergonomicallyadvanced shapes that are luxurious and beautiful. Made of body-safe silicone with advance features, Silhouette embodies the shape of pleasure. The Silhouette packaging is durable and doubles as a keepsake storage box. It offers reverse merchandising capabilities with a beautiful design on one side and a window display on the other. “The Kits and Silhouette collections are very popular with our customers. They love the designs, functions and of course, the packaging. We’ve seen such a demand for these products that we have something special planned for the upcoming ANME show. I can’t give too much away but I can say that you don’t want to miss our booth at the show,” says Jackie White, Vice President of CalExotics. To learn more about Kits and Silhouette, visit CalExotics.com. To see all the 45th Creativity Print and Packaging Award winners visit CreativityAwards.com. www.calexotics.com

LELO Releases Aphrodisiac Scented Massagers LELO, the global leaders in pleasure, revealed LILY™ 2, an aphrodisiac scented sex toy, that will add an extra element to the experience of selecting intimate products. Why be limited to just color when choosing an intimate massager when you can also select it based on your favorite scent? LELO has combined their knowledge of arousal from scent – the most evocative sense - to create a range of fragrances. The combination of ultra powerful vibrations and signature aphrodisiac scents results in LILY™ 2 providing a unique pleasure experience. LILY™ 2 comes in three different aromas: Lavender and Manuka Honey, Rose and Wisteria and Bordeaux and Chocolate. These aromas were selected because their scents have aphrodisiac properties. For example, did you know that when we smell lavender it actually increases blood flow to both the clitoris and penis increasing arousal? Also, chocolate has been considered an aphrodisiac since Aztec times and contains small levels of tryptophan, a building block of serotonin,

a brain chemical involved in sexual arousal and also contains phenylethylamine, a stimulant related to amphetamine that is released in the brain when people fall in love. Steve Thomson, Director of Marketing at LELO says: “Our goals with LILY™ 2 are to give customers a chance to stimulate multiple senses at once, enhancing the moment and mood. The LILY™ 2 is not designed to alter the taste or smell of a woman, but rather offer a new and exciting way to tailor your own form of pleasure. The manufacturing process of LILY™ 2 ensures the fragrance does not come in contact with the body. Instead, it’s sealed within the product itself, bonded at the very start of the process. That way LILY™ 2 not only delivers powerful vibrations, but the fragrance enhances the ambience as a whole.” LELO has also released NEA™ 2, the upgraded version of the all-time classic is available in 3 colors with beautiful, new floral motifs. Both LILY™ 2 and NEA™ 2 are available to order. www.lelo.com

Onward and Upward! Sexpo™ UK Wraps Up For 2015 Sexpo™ UK, the sexually inclusive health and lifestyle exhibition wrapped up after an eventful first year in the UK. The show was held at Olympia London over the weekend 13th to 15th November 2015. In spite of the fact that over 20% of presold tickets were not activated and some exhibitors were unable to attend last-minute, Sexpo™ UK welcomed just under 10,000 visitors in total. Variations on estimated attendance have been attributed to difficult trading conditions due to the external events of the weekend. Regardless of this, Sexpo™ UK has received positive praise from participants, press and public. The entertainment line-up and the seminars were incredibly popular with attendees asking for more each day, whilst consumers expressed delight with the volume of exhibitors and variety of products available to purchase.

“We are really thankful to those who have stood by us and supported us in launching a new sexual health and lifestyle expo, let alone a new UK brand, on a national scale and hope to be able to extend our thanks over the coming year. We are currently collating feedback from consumers and exhibitors so we can build on year one and create a stronger Sexpo™ UK 2016”,states Jonny Kirk, Lee Schofield, Mark Bamber and Nina Saini, Sexpo™ UK Senior Team. To launch the Sexpo™ brand into the UK, and to introduce the new and first ever Sexpo™ UK show to the British public, numerous promotional tactics were enforced. A six figure national advertising campaign was implemented throughout the London borough across buses, taxis, tube and train stations, as well as fly posting and flyer distribution. This was supplemented with media partner collaborations

alongside traditional advertising schemes and mainstream marketing. In addition, the Sexpo™ UK team worked alongside exhibitors, entertainment, brand ambassadors and seminars hosts to offer optional marketing, PR and social media support in reaching a wider audience and to assist participants in increasing brand awareness. An affiliate scheme was also implemented to provide an incentive to participants to support the Sexpo™ UK brand and for partners to benefit financially from this by offering their customers and their fan base favourable discounted ticket prices. Ticket promotions were also run through a number of high profile platforms including Ticketmaster®, Olympia London, YPlan, Lastminute.com and the Sun newspaper. Sexpo™ UK 2016 is currently scheduled for 11th to 13th November. www.sexpo.co.uk

The Screaming O Expands Australian Presence with Claredale The Screaming O has expanded its reach into Australia following a new partnership with Claredale Distributors, one of the continent’s top adult wholesale outlets. With growing international interest in The Screaming O’s fast-selling and affordable sex toys, this recent deal will make the popular “gateway” brand available to an even wider consumer base while promoting healthy, more satisfying sex for all Aussies. Claredale Distributors has provided the Australian adult market with the industry’s top brands for 37 years, having been one of the original wholesale businesses to bring adult products to the region. With a unique understanding of the market downunder, the Claredale team has brought The Screaming O’s Top 25 best-selling items to its customers as a welcome introduction to one of the U.S.’s best-selling brands for men, women and couples.

“The Screaming O specializes in fastmoving and affordable products that appeal to the mass market and act as entry-level items for those who are new to the idea of sex toys - a category that Australian retailers rely on for steady sales,” Claredale Distributors General Manager Ozzy Sarman said. “We knew it was a good fit after learning of the company’s commitment to quality and body-safe materials, as it proves that The Screaming O shares our respect for customer trust and satisfaction. We look forward to a fruitful and long-term partnership!” Claredale Distributors customers will have full access to The Screaming O’s Top 25 fastest-moving disposables and reusables, including the now famous Ohare vibrating rabbit ring, the 100% silicone PrimO vibrating rings, and multiple SKUs from the vibrant ColorPoP collection of neon-hue

vibrating rings and mini vibes. “Stocking the current Top 25 is a smart move, as it provides a no-brainer selection of SKUs proven to be best sellers and will give Claredale Distributors’ customers enough variety to see how The Screaming O products perform on the show floor,” The Screaming O Account Executive Dan Holman said. “This partnership is the latest expansion that The Screaming O has made into this important market and we’re pleased to have the support of such a respected distributor.” This distribution agreement falls on the heels of recent international deals that have brought The Screaming O brand into territories across the EU, Asia and South Africa. www.claredaledistributors.com.au

trade news Dreamgirl Launches 2016/2017 Lingerie Collection Catalogue Dreamgirl International has launched a captivating new collection of hanging and packaged lingerie, night-out dresses, and dance wear for the 2016-2017 season with a special eye to bringing the “wow” factor to the industry. The exquisite new catalogue sets the mood for the lingerie collection with a unique story that explores the story of a woman confidently gazing at her reflection on the catalogue’s front cover alongside her submissive alter ego

shown in an edgy, brow-raising fetish image on the back cover. Featuring new and many best-selling styles shot against bright and clean backgrounds with closer image crops, the catalogue continues to offer a fresh and exciting look for Dreamgirl. Speaking to the trend-right focus and merchandising of the collection, Dreamgirl Executive VP of Merchandising and Design, Susan Feldman, cites: “Our array of exciting

new design concepts - with a focus on salable lingerie - have been influenced by key international runway shows. From sexy to romantic, our inspirational new collection features retro-inspired ‘vintage’ silhouettes and colors, surprising zipper details, a chic mix of fishnet and lace, and dramatic back detailing, including the use of dangling chains!”

Lingerie Collection Highlights for 2016-2017

THE NEWEST RANGE OF PACKAGED CLUBWEAR These sexy new “Night Out Collection” dresses feature bodycon styles with strappy asymmetrical details, sensual lace peek-a-boos, multi-way wear capabilities, and sexy body-hugging ruched detail. EVEN MORE FUN IN THE BEDROOM The new collection of Red Diamond bedroom costumes truly ignites the spirit of playful flirtation and fantasy role play. FETISH HAS NEVER FELT SO GOOD The new line of fetish play styles feature more chains, buckle straps, wrist restraints, collars and paddles HOT TO TROT RETRO The retro revival is underway! Dreamgirl offers a fierce yet feminine spin to the nostalgic, highwaisted silhouette with

the exposing of upper midriffs and the dabbling of jacquard and lace fabrications. COLOR ME SEXY The four latest colors added to Dreamgirl’s riveting palette – romantic “Lavender”, vibrantly sexy “Magenta”, and trend-right blush pink varietals “PinUp Pink” and “Vintage Pink. UNZIPPED! Following the runway trend of exposed zippers set to jet black fabrications, Dreamgirl has taken it to daring levels with exposed, functional zippers. BEST SELLERS ADDED IN PLUS New to the plus size collection of hanging and packaged lingerie are key best sellers featured in a variety of silhouettes, colors and fabrications to meet the growing demand in the plus size segment.

www.dreamgirldirect.com 6

trade news Doc Johnson Hosts VICE MUNCHIES SEX + FOOD creating custom products for almost 40 years.

Pleasure product legend Doc Johnson, moulded Kimberly Kane in 2010 and created her signature product, the All Star Porn Stars Kimberly Kane Pussy. Kane recently returned to Doc Johnson for an entirely new collaboration – creating a custom glide during an episode of VICE MUNCHIES SEX + FOOD. Kane met with Doc Johnson COO and Creative Director, Chad Braverman, to sample the bestselling CANDiLAND SENSUALS collection and have a guided tour of Doc Johnsons’ North Hollywood facility, the largest pleasure products factory in the U.S. The Doc Johnson campus covers over eight acres and has been

“The thing that I don’t think people really understand is how much hand detail goes into these items,” Braverman told Kane, while describing the factory as the “Willy Wonka of the sex toy industry.”

Kane’s visit was shot for an episode of VICE MUNCHIES, which focuses on all types of edible products and the stories behind them. This particular episode was entitled, “Sex + Food: Edible Intimates” and can be found online at the VICE MUNCHIES website - www.munchies.vice. com/videos/sex-food-edible-intimates

Kane learned about creating specialty edible products from Tim Crawford, Doc Johnson’s Director of Scientific Affairs, who remarked, “Having Ms. Kane here in our lab and being able to teach her how to make her own custom flavored glide was an overall great experience.” Kane checked out some proposed new flavours and eventually decided to create a peppermint peach concoction as her personal glide. She added about her creation, “You know, peppermint lube shouldn’t be used for anal.”

In the video, Braverman, shared tasty favourites from Doc Johnson’s CANDiLAND SENSUALS collection, such as Kissable Love Dust in Chocolate Kiss and Body Icing in Cinnamon Bun. Braverman also took the VICE MUNCHIES host on a private tour of the company’s massive campus with over 500 employees handcrafting dildos and pocket pussies. To show the scale of Doc Johnson’s enterprise, Braverman noted that the factory pumps out nearly 15,000 pocket pussies across all of the various categories each day.

For further information on Doc Johnson products, as well as catalogues and supplements, marketing materials such as posters, signage, and plan-o-grams, visit Doc Johnson’s online B2B Resource Center at www.B2BDocJohnson.com or contact sales@docjohnson.com. www.docjohnson.com

pjur Roadshow in Australia

www.pjur.com/we-vibe 8

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There were lots of enthusiastic customers at each location, who were most interested in the new products We-Vibe Lube – made by pjur and We-Vibe Clean – made by pjur. “The show was a success for everyone involved and the feedback from customers was positive”, Margaret says.

SEX! SEX! SEX! SEPTEMBER 2015

“Our Australian customers love this roadshow, because it is the perfect opportunity to get to know new products and place initial orders for the work-intensive Christmas season”, explains Margaret Saunders, National Brand Ambassador for pjur group Australia.

COSMO

Together with its distribution partner Calvista, pjur went on a roadshow through Australia. From 14th to 18th September, they travelled by plane from Melbourne via Perth and Brisbane to Sydney. In each of these cities, the local customers were invited to a presentation of new products introduced exclusively by pjur and other Calvista suppliers.

cosmopolitan.com

We-Vibe Launches G-spot Vibrator, Rave by We-Vibe We-Vibe® today announces the introduction of the most sensual and intimate G-spot vibrator on the market, Rave by We-Vibe™. The unique asymmetrical shape of Rave transforms gentle twists into the most satisfying G-spot experience. Rave by WeVibe begins shipping to We-Vibe authorized distributors on January 18, 2016 and retails for $197 AUD MSRP. “We created Rave by We-Vibe to offer women a more personal and intimate G-spot experience,” said Stephanie Keating, We-Vibe marketing manager. “With Rave, a small twist of the wrist is transformed into intense internal sensations. When combined with We-Vibe’s signature rumbly vibrations,

Acquires Loop Health and Launches New Pelvic Health Brand Attivia Standard Innovation® is pleased to announce the acquisition of Loop Health, a health focused technology startup based in Norway. The purchase allows Standard Innovation to expand the breadth of its science backed, superior quality product

Rave offers G-spot pleasure unlike anything else.” Rave is sculpted with a curved handle that makes it easy to hold and to direct stimulation right to the G-spot. The asymmetrical shape and soft edges allow a simple twist to stimulate the most sensitive areas in the vagina. Rave has a powerful We-Vibe rumble that stimulates the G-spot even more. Rave is USB rechargeable, body-safe, splash proof, and has 10 preset vibration modes. Retailers can watch a short video to learn how Rave works at we-vi.be/ravevideo. Rave by We-Vibe is compatible with the free We-Connect™ app, giving consumers even more features when

offering in the broader health and wellness market. In the coming months, the company will launch pelvic health products under the new Attivia™ brand. “When first introduced to Loop Health, we were immediately impressed with the innovative design and technology that the talented Loop Health team brought to the table,” says Frank Ferrari, president of Standard Innovation. “With the addition of Loop Health we expand and broaden the reach of our product portfolio and pave the way for a creation of Attivia.” “We started Loop Health to give people better health and wellness experiences through thoughtful design and use of technology,” says Adam Scheuring, CEO of

they pair the product with their smartphone. With WeConnect they get touchscreen control, the ability to create custom vibration modes and they can connect and play with a partner from anywhere in the world. www.we-vibe.com

Loop Health. “With Standard Innovation’s successful history of delivering superior quality consumer products, we’re confident that we can make a bigger impact on people’s lives with Attivia.” Adam Scheuring, Anders Guldahl, Line Andersen and Karianne Ellekrans founded Loop Health in 2013. Scheuring and Guldahl are engineers with expertise in both hardware and software development; they join the product development team at Standard Innovation. Andersen and Ellekrans have years of experience in developing intimate products for women and they take on new design and marketing roles. The acquisition includes all Loop Health assets including technology, patents and personnel. www. standardinnovation.com

JIMMYJANE Shines in Multiple Issues of Cosmopolitan Magazine Jimmyjane, the design-centric brand and leader in premium pleasure products was featured in three recent issues of Cosmopolitan Magazine, “the world’s largest young women’s media brand.” The USA edition of the magazine highlighted Jimmyjane’s approachable ICONIC Vibrator line, touting the ICONIC RABBIT 2 and ICONIC RING. Cosmo’s international community also embraced Jimmyjane, when Cosmopolitan Italy featured the new FORM 1 Waterproof Rechargeable Vibrator.

In Cosmopolitan’s September Issue, the ICONIC RABBIT 2 was featured as one of Cosmo’s “Favorite Sex Toys for One.” The story highlighted the ICONIC RABBIT 2’s best features including its 7 vibration settings, silicone material and individually powered shafts and ears. This was followed by Cosmopolitan Italy, who spotlighted Jimmyjane’s new FORM 1 Waterproof Rechargeable Vibrator in their October Issue. The newest addition to Jimmyjane’s award-winning FORM line,

the FORM 1 is Jimmyjane’s first wearable panty vibe that is operated by a Bluetooth enabled remote control. FORM 1 is one of the most powerful yet compact and quiet wearable vibrators on the market. In the December issue of Cosmopolitan USA, on newsstands now, the magazine highlighted Jimmyjane’s ICONIC RING in their popular sexy Holiday Gift Guide. The ICONIC RING was suggested as a great gift that both partners would enjoy. www.jimmyjane.com 9

MOVERS & SHAKERS

Promote yourself and your new staff here. Send a photo and a short introduction to editorial@synergymag.com.au

Taylor MEANS Means began her career in the adult novelty industry as an independent party consultant with Passion Parties, rounding out her experience at Adult Mart, Adam and Eve and Synergy Erotics.

Nasstoys

“I was initially hesitant about hiring a staffer who worked remotely but Taylor is exceptional and well respected and I am confident that she will enable Nasstoys to better serve our distributors and their customers in a logistically viable manner,” said Kathryn Hartman, Nasstoys’ sales director. “The addition of a staffer with a

youthful exuberance is motivational to all of us at Nasstoys and we look forward to expanded service to our customer base with her addition in the New Year.” Nasstoys President Elliot Schwartz added, “Taylor has already demonstrated her excellent communication skills and product knowledge and I trust that she will rapidly become a valued member of our team and enable Nasstoys to expand on the customer service we are renowned for.”

Dana DIVALLI “I am so very excited to now be a big part in growing the incredible Nobu brand. I’m honoured to have such strong support from someone like Alain Elmaleh, to trust me and give me this opportunity. I couldn’t imagine a better fit in my career.” DiValli said. “I have always been a fan of the innovative high end Nobu Toys and of Alain, and the lineup of the new Nobu items for 2016 is simply phenomenal! I promise you will be quite surprised and impressed at the same time!” DiValli added.

Nobu The Bodispa/ Nobu Toys firm and its founder Alain Elmaleh are officially announcing the addition of adult novelty veteran Dana DiValli to their great team. Dana officially joined the company on November 2nd 2015 as the International Sales and Marketing Manager for both our Bodispa wellness products and Nobu toys brands, following the departure of Zack Stevens.

Dana concluded by saying this about her new responsibilities: “Relationships come pretty naturally to me, and I enjoy making new friendships through business. I love the authenticity that comes from standing by and representing a brand that I personally believe in and am proud of. Being able to show honesty in business relationships as well as creating financial success for business partners who I consider to be my friends and now part of the Nobu family is an extremely rewarding and respectable aspect of my job” Prior to joining Bodispa/Nobu toys, Dana started developing brands in this industry many years ago. The extent of her experience grew pretty rapidly, as she was supported by

some very admirable and successful leaders in the industry. With the extensive domestic and international travel experience that was required of her to strongly develop a global brand, it was only a matter of time before Dana was exposed to all aspects of bringing a brand alive, and helping that brand grow became a second nature for her. The unique thing about Dana is that she’s experienced in all areas of branding such as strategic planning, sales operations, brand expansion, international relations, key account management, product design and development, product education specialist, marketing and social media, b2b distribution, new business development and all while providing the absolute best in customer service. Therefore we are convinced that Dana will rapidly bring a new dimension to our brand expansion worldwide. In addition to the appointment of Dana Divalli, the company also has been nominated for numerous awards these past 2 year. For more information, contact the team at info@nobutoys.com, or 1-800-465-5822 ext 230

EVENT

DATES

VENUE

WEB

ANME 2016

Jan 11 - 12

Los Angeles, CA, USA

www.anmefounders.com

XBIZ 2016

Jan 12 - 15

Los Angeles, CA, USA

www.xbizshow.com

ANE 2016

Jan 20 - 22

Las Vegas, NV, USA

www.noveltyexpo.com

Salon International De La Lingerie

Jan 23 - 25

Paris, France

www.lingerie-swimwear-paris.com

ILS 2016

Apr 4 - 6

Las Vegas, NV, USA

www.lingerieshowvegas.com

Sexpo 2016

May 12 - 15

Sydney, NSW, Australia

www.sexpo.com.au

AAE 2016

Aug 29-31

Hong Kong

www.verticalexpo.com

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NEW Send your new release items to editorial@synergymag.com.au easyANAL Relax Spray Joydivision

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Dr. Joel Kaplan® Anal Exerciser Kit CalExotics

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Anal Lubricant Swiss Navy

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NEW Send your new release items to editorial@synergymag.com.au Getaway Plus Nomi Tang www.nomitang.com

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focus

Adult Pleasure Product comes in all shapes and sizes, however in recent times, also in a plethora of materials and we are becoming increasingly aware of products being labelled ‘body safe’, ‘phthalate free’, ‘non-porous’, ‘medical grade’ - to name a few, so what it’s all about?

Regulations

Chemicals

Generally speaking, the manufacturing and the materials used in pleasure products are currently not tightly regulated. On the packaging you will find, ‘Sold as a novelty item only’ and predominantly adult pleasure product/sex toys (not just bachelorette and gag items), are referred to in the US, as, ‘Adult Novelties’. This is an important legal disclaimer for the manufacturer which refers mainly to potential liability claims resulting from usage, but it also defines the level of reporting required regarding the chemicals and materials used in the manufacturing of the item.

Believe it or not, some products are made from chemicals that may not be safe for insertion into the body. Phthalates are chemical plasticizers that are added in order to increase the flexibility and softness of the product. Phthalates have been denounced as ‘possible human carcinogens,’ and have been linked to neurological and reproductive issues. There is a raging debate on phthalates and they are banned in certain regions. Products containing phthalates as an additive can have a strong chemical odour and over time you may see ’weeping’ on the surface of the product which occurs naturally over time as the chemicals degrade.

Manufacturers are aware of the implications of non-body safe materials, they are motivated and have rigorously and rapidly improved materials and blends. You will find silicones and silicon blends, TPE and ‘phthalate free’ and ‘body safe’ logos and badges on most products today. Despite being non-mandatory, manufacturers test materials in accredited labs as a best practice and investment in their brand and future. Perfect Fit Brand tested their two material inventions, PF Blend™ and SilaSkin™, both which meet EN-71-3 European Toy Safety Standards. On a side note, personal lubricants have recently come under regulation in the US. In order for a personal lubricant to be sold and marketed in the United States, the FDA (US Food and Drug Administration) has in more recent times required all lubricants to have a Class II Medical Device 510(k) clearance. A 510(k) is a premarket submission made to the FDA. 510(k) clearance means that a company has done its due diligence with testing the product according to FDA guidelines and it has been cleared for sale in the US. In Australia, personal lubricants are classed as therapeutic goods (it represents itself as modifying a bodily process or preventing, diagnosing, curing or alleviating a disease, ailment, defect or injury, or influencing, inhibiting or modifying a physiological process in persons or animals), and as such must be registered with the TGA (Therapeutic Goods Administration), and must be manufactured in licensed premises.

Porosity Porosity refers to how absorbent a material is. The least absorbent or non-porous the better, as these products have smooth, dense surfaces, and don’t retain or provide a surface for bacteria to thrive. Stainless steel, borosilicate glass and medical grade silicone are non-porous materials and may be boiled or placed in the dishwasher. You may recall that Tantus stands out as a company that has always highlighted these points in their promotional and training materials. ABS Plastic Hard, hygienic and stable, rigid Acrylonitrile Butadiene Styrene plastic (ABS) is used in vibrating bullets, slimline vibrators and massagers. The hard plastic transfers vibrations extremely well and allows clear, direct transferred stimulation. It’s also compatible with all lubricants and easy to clean. ABS may sometimes ‘grab’ the skin, so ABS may be given a smooth rubber-based or polyurethane coating, and then called ‘Velvet Touch’ or similar. Acrylic Products made from acrylic are very rigid and very hard and somewhat brittle. Kegel exercisers and prostate-stimulating toys/ clear anal probes may be made from acrylic. They can be boiled and used with any type of lubricant. Easy to clean, rather nonporous. 19

focus Glass Borosilicate glass is used for beautiful rigid glass dildos. It’s very safe, non-toxic, withstands extreme temperatures (Pyrex is known for glass oven/bakeware) and shouldn’t break or chip even when dropped. Glass is classically non-porous and the sales pitch often states, “can also be warmed or chilled before use”. These toys may be boiled. Dishwasher safe. Use with any type of lubricant. Easy to clean, long shelf life – basically for eternity. Latex Latex is a form of rubber, often used in inflatable sex toys and also of course in the manufacture of latex rubber clothing/ fetish wear and even condoms. Latex has a smooth finish that can be polished with silicone lubricant or latex shiner and doesn’t always have to be black. Renewer powder helps the latex stay soft, supple and

flexible. There are no phthalates in latex. You must keep away from latex, if you have a latex allergy. Latex rubber dildos can be firm and not totally flexible like a softer jelly or a silicon blend and should be quite inexpensive. They are quite porous and require good care and cleaning. PVC Plastic & Vinyl Polyvinyl Chloride (PVC) is a white, brittle solid. This rigid form of PVC is used to manufacture PVC pipes but also for your credit cards. PVC plastic is made softer and more flexible by the addition of plasticizers, the most widely used being phthalates. Pleasure product made with phthalates as a softener are usually basic, low price point, simple products that may well have a somewhat, off- putting aroma. The more ‘vinyl plastic’ odour you smell, the 20

lower the grade and the more phthalates used. Beware- health risk. Silicone Silicone is a more expensive raw material in manufacturing and this is reflected in the cost of the product. It’s relatively soft and makes wonderful realistic dildos. 100% silicon/medical grade silicon is hypo-allergenic. It is non-porous and is easy to clean with soap and water and may also be boiled. Silicone can be sterilized in temperatures up to 300 °C. Phthalate free. General rule of thumb- don’t use with silicone lubricant. Additional suppleness and stretch may be achieved by blending silicone with TPR e.g. SilaSkin (Perfect Fit Brand). Additionally, the silicon surface on a product may ‘grab’ the skin, thus sometimes a smooth coat is applied to a product after moulding to give that ‘smooth gliding feel’.

as the elastomer compound does not include phthalates. Elastomers, as the name suggests, start out soft and have product added, to make them harder. This product is then removed by suction so there are no residual hardeners. No solvents are used in this process and there is no latex. This type of material is ideal for manufacturing a variety of textures. CyberSkin (Topco), is a soft elastomer material intended to be as close to human skin as possible- warm and soft to the touch, yet with a firm underlying texture. SoftTouch, Fanta Flesh (Pipedream) and UR3 (Doc Johnson) are similar materials. PF Blend™ and SilaSkin™ (Perfect Fit Brand), are Silicone/TPE blends offering more stretch and a softer feel than Silicone or TPE on their own. These have no odour and the silicone additive helps reduce the porosity. Use only water-based lubricants. Cyberskin/Fanta Flesh and friends also benefit from a light dusting of corn-starch or renewer powder.

Stainless Steel

Thermoplastic Rubber (TPR)

Sex toys made of chrome alloy and stainless steel are non-porous, will last forever and will take on the temperature of their immediate environment. Strong, durable, safe. Can be placed, like your stainless steel cutlery, in your dishwasher. Compatible with all lubricants and very easy to clean. Aluminium is similar, it’s a metal, yet lighter in weight, somewhat less durable.

Jelly vibrators and jelly dildos are made from a mixture of PVC and rubber, resulting in a soft jelly-like texture and feel. ‘Jelly rubber’ is one of the cheapest materials for manufacturing personal products and can be shaped and coloured to almost any form. Jelly often looks translucent and sometimes has an odour due to its porous character. Phthalate softeners are added to the PVC to make the ‘jelly’ more flexible. Studies have shown that phthalates can be a health risk and products made with phthalates are banned in certain regions. Keep an eye out for ‘phthalate-free jelly’ or Skin-Safe Rubber - now often used as a substitute for jelly rubber, with similar properties but without the phthalate softeners. Skin-safe rubber is also free of latex.

Thermoplastic Elastomer (TPE) Technically TPR and TPE are the same category, and both TPE and TPR can be used to describe a product made of either. TPE is similar to Thermoplastic Rubber (TPR) jelly in softness, yet the elastomer is a lesser health risk and better quality

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How and when did Cyrex LTD start? Our company founder, Andy Smith, had an extensive background in electrostimulation prior to founding Cyrex LTD and the ElectraStim brand of sex toys. He’d previously worked on electro units for Kegel exercising and began to look into the sexual applications of e-stim, tweaking stimulator designs to create stimulators designed especially for pleasure. It wasn’t too long until he was developing his own electro sex toys - starting with the highly-polished aluminum electrodes and penis rings. Our first stimulator and electro toys were launched in 2001 and had just 6 intensity levels and 3 wave speeds. Cyrex LTD (ElectraStim brand) Founding Year: 2001 Founder/Owner/Director: Andy Smith City: Hoddesdon, Hertfordshire, England Website URL: www.electrastim.com

Tell us about your premises We very recently moved to a new business hub in Hoddesdon, Hertfordshire - a small town located about 45 minutes north of London. It’s a large 2-floor building comprised of 2 offices, a workshop where we make

stimulators and electrodes, and our warehouse.

What can you tell us about your Sales channels? There isn’t a retail avenue that we don’t cover! We have distributors around the world, including Shots, Eropartner, Dusedo and Net 1-on-1 in Europe, Eldorado, Nalpac, Mr S and Pink Cherry in the USA and Canada and of course Calvista Australia who supply online stores, retail stores and drop shippers. We also sell a lot of products in Europe directly to companies as wholesale stock but the rest of the world tend to prefer to buy through distributors as it takes out the hassle of importing/duties etc. Our products can be found on sale all around the world. They come with multilanguage instructions in French, German, Dutch, Spanish and Italian as standard, but one of our distributors also includes Polish, Turkish and Russian information for their customers.

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What are your thoughts on direct sales and Amazon? Because we see ourselves as a primarily B2B business, we don’t sell using third-party B2C platforms. We tried Amazon last year but due to the boom in sex toy drop shipper services, controlling prices on the platform has become too difficult. To succeed on the likes of Amazon, you need to undercut stockists with your pricing and that’s not how we do business. We do sell directly via our website, which has a historic fan base who have always shopped with us. We ensure we look after them with a monthly newsletter but beyond that, the ElectraStim website mainly serves as an educational information hub that’s useful to anyone wishing to learn about e-stim customers and retailers alike.

In terms of growth, where do you see yourselves now? Moving to new premises was important to us as we were physically unable to grow the company further owing to a lack of space. Now that we have our spacious new HQ, we’ve a lot more room for working on products in-house, as well as the ability to manage bulk stock for more efficient dispatch. Electro sex has become increasingly popular over the past 5 years or so, and thanks to evolution in sex tech we have plenty of avenues for product development. Our Silicone Noir sex toys have been a real game changer 24

and have given us a much broader scope for the types of toys we create and the kind of feelings they create. Sales are steadily climbing year on year and we still have plenty of new ideas we’re exploring, as well as a few already in progress. You can expect to hear plenty from us in the coming year.

How do you promote and create awareness? We have a dedicated sales & training man, Dave Parker. He travels the world attending trade shows and visiting the staff who sell our products, making sure our stockists and distributors understand how our products work, and better still - allow them to feel electrostimulation for themselves. Hands-on training is a big thing for us and in our experience it really does wonders for sales. We do a lot of online marketing too, with a blog, Twitter, Google+, Instagram, FetLife and Facebook accounts. You’ll also see us featuring on many prominent sex blogs as we have a big sex toy reviewer fan base who are always keen to test and write about our latest releases.

What percentage of your product do you think is sold online vs brick and mortar stores? As we supply to mainly distributors on an international level, I do not have global figures to compare but due to the fact that we supply

direct to most UK ElectraStim sellers I can reveal these statistics. Interestingly over the past 3 years brick and mortar sales in the UK have been consistently around 12% higher than online sales channels. This will no doubt be largely due to the wide availability of ElectraStim in UK high street stores which are more easily serviceable to us. I would expect that on a global basis online sales would currently outweigh brick and mortar but in time, we aim to make ElectraStim more accessible to traditional walk-in shoppers as all the blurb in the world is no substitute for a real life ElectraStim demonstration.

What can you tell us about working with retailers? Because our products are more complicated than most sex toys, we invest a lot of time in educating retailers. Everyone knows how a vibrator works, but it’s slightly less obvious how e-stim can create a hands-free orgasm. We offer training to all of our stockists either in person or via Skype, and highly recommend that all retailers feel the sensation for themselves to truly understand how the tingles and muscle contractions feel. We fully support our in-store stockists with a variety of POS items including a video screen, branded header, information signs, catalogues and demo kits that can be used with customers to allow them to feel the ElectraStim effect in-store. Our retailer feedback indicates that an ElectraStim POS brings in extra foot traffic,

with people entering the store specifically for a demo. We also promote our physical stockists on site, so it’s easy for those browsing our site to find their nearest demo station. If anyone reading this article wishes to be added to our stockiest map then drop us an email with your physical store details.

What can you tell us about working with distributors? The main thing is multi-language translations. Historically we only wrote descriptions in English and we introduced multi-language instructions in 2013. The more distributors we work with, the more languages we add to our translations list. Working with distributors is on-the-whole an easy experience, and we offer the same support to them as we do with our retail clients, stockist training included.

What are some of your best selling items? Our stimulator multipacks and Gift Packs receive the most interest and make the most sales. They include a stimulator and one or more electrodes plus gel/lube, so they’re a great first purchase. We originally created our multipacks with cock rings and a probe but found there was a demand for specific areas of stimulation - namely cock stim, vaginal stim and anal stim. To offer the best value for all kinds of play, the Gift Packs were born. When it comes to individual electrodes, the Silicone Noir range is really shining, especially our Sirius prostate massager. We’ve just launched three new products - The ElectraStim Rocker Butt Plugs which are completely unique. They feature embedded contacts that allow the wearer to sit and grind against the curved rocking base. We’re

expecting them to be great sellers. Traditional e-stim toys are made from metal but these can be a tad intimidating to first time “stimmers”. Our Silicone Noir range of toys are made from special conductive silicone and are softer and warmer to the touch.

Are there any country specific trends globally or are some countries more receptive to certain product categories over others? In general we sell a similar percentage of product types worldwide. If there is an exception then it would be the Russian market who have a tendency towards the more hardcore end of the market. This is probably due to the fact that the hard-core end of the market are more aware of what they want and go to lengths to acquire it, as general availability is limited, due to economic and logistical limitations.

What brands/product categories are you now manufacturing and how did you select these? We did a lot of market research over the past year to determine who our customers were and what they wanted, and we’ve taken our design cues from the results. We also have product testers who give us their opinions during the sample stages on manufacturing to make sure our designs are

hitting the mark, literally. ElectraStim is our only product brand which enables us to give it 100% of our attention.

What can you tell us about estim products? What misconceptions are there? The biggest myth is that it’s somehow painful or unpleasant. It isn’t like that at all, many people find that our ElectraStim Flick stimulators are incapable of creating a sensation that feels anything like painful, they’re designed to feel good. The feeling starts with tingles and builds to feel like tingles and involuntary muscle contraction - which feels very similar to the contractions of orgasm when you’re directing the stimulation to an erogenous zone with a sex toy. You can get more sadistic sensations from e-stim, but this isn’t how most people use it. For those in want of a more intense feel, we recommend the SensaVox which has much more power than our rechargeable Flick models. It should be mentioned that the sensations created by different brands of electro stimulators are not all the same. Cheaper units will feel harsh and have course intensity control. As with most things – you get what you pay for. A Synergy Magazine interview with Andy Smith, Founder, Cyrex Ltd.

How did Taboo Intimacy start? I became single after 11 years of marriage and decided I wanted to get my own inner sparkle back. I started researching the industry and I found there were plenty of products, but not enough transparent education for those who felt uncomfortable walking into a retail outlet. So I created ‘Love & Indulgence’, an online 26

educational platform and shop and decided to buck the system by putting my face, talking to the consumer, smack bang on my website landing page! To top it off, I created a focus message based on ‘connection’ through intimacy, communication, trust and respect, instead of that guaranteed orgasm that the

industry promotes. The official launch of my own brand, ‘Taboo Intimacy’, was always the goal and background project for the last 3 years. This business needed careful research to create a complete experience, which I was able to do at numerous women’s events and through focus groups. Launched in conjunction with

the Fifty Shades of Grey movie, Taboo Intimacy is now Australia’s first complete boxset of ‘Intimacy’ products providing a guided, full sensory experience. The focus of my business was to always help enhance relationships, bring back connection and lower the divorce rate for years to come.

Taboo Intimacy ‘Where Fantasy Meets Reality’ ™ Established: 2012 Founder: Melina Macdonald Head Office: Melbourne, Australia Staff: 12 Website URL: www.taboointimacy.com

We define our place in the market as not being the generic experience, therefor we are not homogenised. We offer an exclusive experience and our business values are reflected in our products.

What defines your range? We have two product ranges 1. Gift Tin range - that is purse friendly and specifically designed towards the female market with three complimentary products offering different experiences. 2. Gift Box range - specifically designed as the ultimate total 5 sensory experience whether that be to spice it up, play dress-ups or reconnect.

What makes Taboo Intimacy boxes unique? Taboo Intimacy boxes are designed to excite all ‘five’ of the senses. All of the items and literature in the boxes have been researched and selected to give customers the tools for an intimate and fun night. We are not just selling a box of sex toys, but a complete experience to bring consumers closer together.

What are some of the best things Taboo Intimacy has been able to do? Inform, educate and empower the consumer. It doesn’t get any better than that.

What have been some of your best moments? Removing the stigma for women to purchase condoms. 40% of the

condom market is women. We have predominately designed a Gift Tin that is not only focused on women for the packaging, but it also contains a condom and lubricant therefore gives the women a safe sexual experience with the condom, and an empowering pleasurable sexual experience with the lubricant. We have had good customer feedback on the product range 27

focus so we know we are heading in the right direction. I have also loved being able to give lectures and seminars and have people walk away educated for the first time on intimacy products.

Does Taboo Intimacy target a specific customer demographic? How would you define your customer base? Intelligent, educated women who want a better sexual experience and connection with herself and her partner. Taboo Intimacy markets towards women and couples striving for a better experience regardless of age.

What proportion of your sales is repeat business vs. new business? We pride ourselves on the fact that 75% of our business is repeat business as we are constantly respectful and helpful to our customer. We offer them the journey and go with them on their own personal journey, and because of this, they feel empowered and come back.

How important is training? Our staff have a holistic approach so they aren’t just trained on the products but on the psyche of relationships and women.

What makes a great adult staff member? When we are looking to place our product in a retailer we look for these 3 key things in a staff member: • Personal presentation • Product knowledge • And a great customer experience as our brand is all about this great customer experience

What do you love most about your job? Educating the public and meeting new wholesalers and suppliers. I am constantly striving to achieve better by learning and growing myself daily.

How has the industry changed in the last 5 years vs. now? 5 years ago the business had a real male gaze. Now the industry has realised that females are more empowered and affluent and can afford these products. The industry does, however, need to present a more respectful and inclusive image to women.

How often do you look for new products? Every 3 months I look at what is in stock, what is in development, and what is new in Australia. I am constantly researching what is new and changing on a global scale and how I can introduce the best of the best here to my customer base.

What trends has Taboo Intimacy observed in your adult pleasure product research? The consumer responds really well to intelligent packaging, clear branding and respectful and tasteful products. We conducted many focus groups over a 3-year timeframe that assisted in the chosen products, pricing and presentation.

What makes the Taboo Intimacy boxsets so successful? Each boxset has a different ‘experience’ complete with the 5 senses. It is designed with the best individual product (not necessarily the best brand name) to complement each other. We don’t just throw a bunch of products in a box and sell it as a bundle; our company goes the next step to help the consumer have that experience chosen with carefully researched and languaged documentation included. This documentation guides the customer through their chosen experience, and then we add our Taboo Playcards to have an additional 5 experiences with their chosen boxset. For those boxsets that are more designed for those 28

couples needing to re-connect after children, we then have a Couple’s Questionnaire to complete together and open the conversation around intimacy. Counsellors and coaches were brought in to assist with this process. Our boxsets help people introduce something NEW into their relationship and removes rejection with its structure.

What variables make your products the best product in store? We have been successful because of the respectful and classic design matched with quality products. Consumers are self-conscious to go into bricks and mortar stores because of the embarrassment and intimidation. However the problem online, is the complete abundance of product and the consumer’s difficulty to find the right product for them. So our online business aims to bridge the gap where we offer courses to educate and empower the consumer so when they go to make their purchase whether online or in-store, they feel confident to do so.

What promotional activity do you engage in? Our promotional activities in the online space are strongly connected to our online courses, YouTube clips and our educational information. Offline we offer more traditional promotional offers which are linked to your traditional trading events such as Valentines Day and Christmas promotions.

How do you create awareness for your brand? We believe that by educating and empowering our consumer we will ultimately rise above our competitors and create a strong brand loyalty because we are focused on our consumer having the best experience of both our product and our service and their intimate relationships.

How do you view the trend toward online shopping and the changing role of the physical store? Because we are so focused on educating & empowering the online space we do see a strong future for the physical stores, however they need to represent themselves in a respectful, non-sleazy manner. Store owners should realize that the physical appearance of their stores has a direct impact on the consumer and that is directly related to sales.

discuss these as if we are sitting in your lounge room with you. Best of all our affiliates can finally offer more to their customer and make a great residual income from it.

So what’s in store with Taboo Intimacy for the next 2 years? I am excited to say we have a future line of products in the pipework that our suppliers will love. Filling that gap in the market with beautiful lace robes carefully designed to be one size fits all, multi use lace sashes and lace masks and more. We have spent years with our focus groups making sure we design and manufacture to what the public actually desire. Expansion into international markets with our hotel line of intimacy products is also on the cards so watch this space.

What makes you excited about your business? I love the fact that everyday we add something exciting, not just for our direct customers but also for our dedicated affiliates. We have launched online courses on Dating, Sex, Love & Relationships for people who want more in their lives. With the launch of Intimacy TV, we go deep into these topics but with a real, raw and authentic version never seen before. We cover sensitive topics with a finesse that brings comfort to the viewer as we

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Wanta.net Established: 2002 Founder/Managing director: Chris Lee Head Office: Hong Kong Staff: 17 Stores: 1 online and 2 brick & mortar Website URL: www.wanta.net

When and how did you first start your involvement in adult retail?

What do you love most about your adult retail business?

We started off by only selling condoms back in 2002. During those years, logistics in Hong Kong were not ready for e-commerce, therefore I had to choose some products that would be able to slip into the customer’s mail box. After some years as our business improved, we started to import adult toys from Japan and we also setup our own delivery team.

Customers are nice and easy going, product return rate is low.

What are your store trading hours/days? Causeway Bay shop: 12 noon to 11:15 pm daily Central Shop: 12 noon to 9:30 pm daily

What task do you do on a daily basis/weekly/ monthly? From programming, purchasing to marketing. Basically anything. 30

What is your least favourite part of running the business? The running cost of conducting business in Hong Kong has been rising tremendously, such as rent, construction etc., these costs generally cannot be reduced. These things have made ‘Return of Investment’ so poor, that many creative projects have been postponed.

What are some of the best things you have done? We have been trying to bring adult toys into households and we are glad that we have seen some positive results, although adult toys are still not so popular in HK. We are proud of having a nice adult toy

shop on a main street in Central. When the central shop was under construction, some neighborhood business owner passed by and said, â€œyou expect people just to walk into this shop and buy toys?â€?. I was scared. Fortunately, customers really do walk in casually. Of course, there are people that are afraid of coming in.

What have been some of the best moments at Wanta.net? Ha, Im still waiting for it to happen.

What are a few of the key variables in order of importance to ensure the best chance of success in adult retail? Carefully choose your product when purchasing, there are too many products out there.

What makes a great store? Good image achieved by good design and good construction. Great and helpful staff via training. Demos in store for customers to touch & feel. We always try to ask product brand owners to support us by providing product displays and demos, this is very important for getting customers to know their products. Some suppliers really understand this and are generous on supporting display & demos, brands such as Bswish and Je Joue are good partners.

What variables define a great store location? Easy to get there.

What size are your stores? In square meters? Describe the fit out and why this design? The store is around 25 square meters. We wanted to have a store that is modern, not erotic but comfortable, we chose to use white color plus wood as the main construction elements for the shop, so the shop would be clean and bright. At the same time, the wood would provide some warmth to the customers. The fassade has also 31

focus How often would you change a store layout or remerchandise? We don’t change a store layout usually, we may install new displays and shelves to fit what we need in the store.

What categories of product do you carry? What proportion of the store is devoted to lingerie, adult toys, DVDs in %?

being designed to “let people feel what the inside is like”, but “cannot actually see the people inside”.

What proportion of your sales is repeat business vs new business?

Does Wanta.net target a specific customer demographic? How would you define your customer base?

I don’t have the exact numbers but I know we have a lot repeat customers.

We serve all kinds of customers.

Are your sales staff trained and how do they present themselves to a customer? Yes, they are trained. We trained them to understand all the products, how to deal with defect items, how to recommend products etc. Of course we would include teaching them some small but important things, such as, “how to correctly insert the batteries”. Do not underestimate the number of people that need help on batteries.

What makes a great adult retail staff member? Calm and polite. These are the minimum requirement for us.

How do you find new staff?

We have condoms, vibrators, anal toys, SM toys, lingerie, enhancers, masturbators etc. We have everything but not DVDs, because Hong Kong does not allow the sale of XXX and taking each movie for censorship to comply with the law costs too much.

We recruit through our own website only.

What are some of your best selling brands?

What do staff most love about their jobs at Wanta. net?

Toynary, Bswish, JEX, A-one, Key, 50 shades

They love seeing different kinds of customers and seeing happy repeat customers. And internal staff discount for buying products!

If we look at your adult retail business 5 years ago versus now, what changes did you see and how have you responded to them? We are glad to see a lot products have been more modernly designed in the last 5 to 7 years, these have certainly been helping bringing in more customers into the market that thought adult toys are ugly. On the other hand, there are more and more very similar products on the market, and this is a challenge to select and carry the right products.

What makes a great brand? Good quality of products, good packaging, good image. And supply us with free sample items to demo.

Do your customers desire well known American and European brands or is it not so important? Not so important. Unless they have already had an item in mind, otherwise customers would decide what to buy on site. It would depend on how the “product stands out and talks” to the customers. Of course, our staff would provide some assistance.

What would be your mix of sales of premium higher priced branded items vs lower end product?

silicone

noir

Quite even. But unfortunately, recently, premium priced product sales have decreased due to not so good spending atmosphere but I think it will be fine.

What trends have you observed in adult pleasure products?

nona

new

The trends seem to be modern design, thatâ€™s for sure. But also seeing more and more masturbators are being released from the western countries. Masturbators used to be dominated by the Japanese brands.

lula

How do you keep yourself informed about adult pleasure products? By Synergy Magazine, Ha Ha.

What have been some of the best selling items of all time for Wanta.net?

rocker

Those classic vibrating bullets by a Japanese brand, for almost 13 years , still selling.

What measures are you or can you engage in to drive more customers in store?

ovid

sirius

e-stim toys but soft & curvy

We are looking for natural growth.

What promotional activity do you engage in? Online/offline Usual stuff, FaceBook, discount promo etc. In our industry, adult toys are not daily needs like grocery or like a Channel handbag. The customer may not buy that particular item even if we do a big discount on it. Customers usually have a certain need to satisfy at that particular part of their sex life, therefore they will pick what they really need instead of the promoted item.

How do you create awareness for your stores?. Good displays.

How is Wanta.net responding to the rise in ecommerce sales?

ElectraStim Flick

ElectraStim SensaVox

ElectraStim Flick Duo

electrosex stimulators for every taste

We also have an online store (www.wanta.net), and we have always been trying to put the online and physical shop together as a network for customer to get info, feel products and buying products.

How would you view the market for adult pleasure product in Hong Kong in general? Are there any challenges particular to operating in Hong Kong versus other regions? Hong Kong is a small place. Adult product still has a long way to go to become more popular like in Australia. There is no sudden way to breakthrough, it will take time.

adultex best product design award 2015

e: info@electrastim.com t: +44(0)1992 676262 distributed by 33

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VITAL STATS Perfect Fit Brand Founder/Owner/Director: Steve Callow Founded: 2001 City: Fort Lauderdale - Toronto Website URL: www.PerfectFitBrand.com

How and when did PerfectFit Brand start? Steve Callow is well known veteran in the adult novelty industry, he has designed several renowned top selling product lines. Following the success of those products, Steve decided to focus all of his efforts into a brand new company, Perfect Fit Brand which allows him to sell all of his unique designs under one label.

Tell us about your premises? Having employees in several different cities, Perfect Fit is definitely a company that is able to function with the advancement of modern technology. Marketing and Sales are done out of our Southern Florida location which allows us great weather all year long and fairly easy travel distances to most tradeshows and industry events. 34

Our logistics are done out of our Toronto location with employees in Montreal and China supporting them, and our fulfillment is done from Los Angeles.

How and to what countries are you selling to? Sales channels? Distributors vs direct sales. Most of our sales at this point are direct to distributors, big chain stores and a few large online sites. Our biggest market is the US, where we started with 2-3 distributors, but we saw as we added more distributors, the trend was that sales went up across the board, so we currently have about 10 full line US distributors. In Europe and Australia we had exclusive deals for about 3 years and we recently opened up those markets and we

are happily seeing the same results. We are starting to do more direct to consumer business but right now that is a very small part of the pie, but definitely a direction we want to focus more on in the future.

In terms of growth, where do you see yourselves now? How are the markets developing globally for you? As our products and being designed and marketed towards a more broad audience, we are definitely poised for huge growth around the world. We will never forget our loyal core customer, but we want to take them on the ride with us as we expand into different product categories and ranges. We think that having developed a reputation for world class customer service, quality products, and original designs, our customers will follow us as long as we don’t forget where we came from.

How do you promote, create awareness, social media, trade shows? At this point we try to do all of our new product release at the ANME show in Los Angeles. Our distributors are all there and they know to expect some new and exciting designs from us at that show that they won’t see anywhere else. We are steadily growing all our social media focusing the most on Educational Marketing with videos featured on our YouTube channel. We are slowly closing in on a million views which is pretty spectacular for a company our age and size.

Direct sales? Amazon, Ebay, your thoughts? Ebay & Amazon are a great sales channel with incredible reach, but it has been a bit of a headache for us, and I assume it has been for other manufacturers. We have recently developed a strategy that we will be implementing in 2016 which we hope will solve some of the problems we have encountered.

What percentage of your product do you think is sold online vs brick and mortar stores? Since we aren’t privy to see who our distributors are selling too, we guess it’s somewhere around the 50/50 range, but that’s just an educated guess.

What can you tell us about working with retailers? We love working with our retailers. We do as many in store trainings as possible that are coordinated though our distributors. We also try to provide as much POS as possible with posters, slat wall covers, brochures and lanyards. For 2016 we are designing some really

focus impressive POS materials that we hope are going to change the way our products are sold in retail. I can’t give too much away, but we are really excited about it.

What can you tell us about working with distributors? I guess there is a fine line of trying to support all our distributors equally, and we do that pretty well. Every time you turn you head there is another distributor show, catalog, Spiff opportunity, etc. and being a fairly small staffed company, we can’t do them all but we try hard to do enough to keep everyone happy and maximize sales for everyone.

What are some of your best selling items? Our Fat Boy line of extenders has been one of our most consistent selling product lines since we launched them in our first year. Reading the product reviews we see most consumers of that line are straight couples, so that product is responsible for introducing us to that market. We have found retailers who carry the fat boy will then pick up our some other products which might be new for them, so it’s worked out pretty well. Also our new full-range erfoflo shower and travel douches have gotten off to an incredible start. We expect these to quickly become the industry’s leading line of douching products.

How has the European market in terms of distribution and retail evolved? Well we now have 3 full line distributors throughout Europe and all 3 have seen exponential growth over the past year and we expect it to continue throughout 2016. We don’t sell direct to retail in EU but the feedback we hear supports that.

What brands/product categories are you now manufacturing and how did you select these? We recently launched ourselves into the pegging market with our Zoro premium silicone strap-on system. Being a completely new category for us, we were happy to have such a great reception when we launched at ANME. We spent months engineering and testing this product to become the leading strap on in the world, and we think we achieved that with the design. Our motto is “Amazing is our Standard” and we believe this product is representative of that.

Check and Mate!

Tauchen Sie ein in die Ekstase in Gold mit TIANI ™ 24k. Dieses preisgekrönte Design-Toy, das von der Frau beim Liebesspiel getragen wird, besticht durch einen Ring mit 24 Karat Gold. Der luxuriöseste Paar-Vibrator mit Fernbedienung der Welt hat 8 Vibrationseinstellungen, von denen zwei allein über Bewegung gesteuert werden. Die beiden Motoren für innerliche und externe Stimulation sorgen für eine Mischung aus Luxus und purer Lust, die mit der Zeit immer stärker wird.

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• Zunächst tragen Sie reichlich LELO-Gleitgel auf Ihren TIANI 24k und auf ™

Ihren Körper auf, um das Einführen des Geräts zu erleichtern. • Um TIANI 24k mit der Funk-Fernbedienung zu verbinden, drücken Sie die ™

Taste von TIANI™ 24k und die + Taste der Fernbedienung. Es kann einige Minuten dauern, bis die Verbindung hergestellt ist. • Drücken Sie die

Taste, um zwischen den Vibrationsmodi zu wechseln. TIANI™ 24k hat 6 Modi und 2 zusätzliche SenseMotion™-Einstellungen, mit denen sich die Vibrationen voll auskosten lassen. Drücken Sie die + Taste, um die Intensität zu erhöhen, und die – Taste, um sie zu verringern.

Auf der Fernbedienung drücken Sie + um die Vibrationsstärke zu • erhöhen und – um sie zu verringern. Auf Wunsch kann man die Vibrationen der Fernbedienung auch Taste und halten sie 5 Sekunden • ausschalten. Dazu drücken Sie die lang gedrückt. Zum Reaktivieren Vorgang wiederholen.

DAS ULTIMATIVE PAAR-MASSAGEGERÄT Mit 2 Motoren für maximale Luststeigerung für beide Partner LUXUS IN 24 KARAT GOLD Ein Ring mit 24karätigem Gold und Seriennummer für ultimative Intimität 8 VIBRATIONSMODI MIT REGULIERBARER INTENSITÄT Mit der Funk-Fernbedienung aus bis zu 12 Metern Distanz steuerbar VERSPIELTE SENSEMOTION ™-TECHNOLOGIE Einzigartige Stimulationsmodi durch Bewegung der Fernbedienung 100% WASSERDICHT & ÜBER USB WIEDERAUFLADBAR Stundenlang befriedigendes Vergnügen mit nur 2 Stunden Ladezeit SICHERHEIT, KOMFORT UND ABSOLUTE HYGIENE Aus gesundheitlich unbedenklichem Silikon mit 1-Jahres-Garantie

Falls Sie TIANI™ 24k ohne die Fernbedienung benutzen möchten, drücken • Sie die Taste des Vibrators zweimal, um ihn einzuschalten. Taste je einmal

drücken, um den Modus zu ändern. Um TIANI™ 24k auszuschalten, halten Sie seine Taste solange gedrückt, bis • das Leuchtsignal erlischt. Um die Fernbedienung auszuschalten, drücken

New year New Brands New satisfaction Sie die – Taste bis das Leuchtsignal erlischt.

Um die Tastensperre der Fernbedienung zu aktivieren, halten Sie einfach

• die + und – Taste gleichzeitig gedrückt bis das Leuchtsignal erlischt. Zum

Reaktivieren Vorgang wiederholen, bis das Licht wieder leuchtet.

Reinigen Sie sowohl Ihren TIANI™ 24k als auch die Fernbedienung nach

• jedem Gebrauch gründlich mit warmem Seifenwasser. Achten Sie darauf,

dass alles vollkommen trocken ist, bevor Sie das Toy verstauen.

TECHNISCHE ANGABEN Material: Körperfreundliches Silikon/ABS/24k

VERSAND & VERPACKUNG

Aufladen: 2h bei 5.0V

Verpackungsgröße: 16.4 x 24.5 x 5 cm

Nutzungsdauer: 1.5 Stunden

Versandbox: 54 x 36.5 x 30 cm

Stand-by: 90 Tage

Einheiten pro Versandbox: 20

Sugar and Sas are the distributor of all the leading brands in Australia and New Zealand. Abmessungen: 8.8 x 3 x 4.4 cm Einführbare Länge: 7cm Gewicht: 50g

Batterie: Li-Ion 200mA

Characteristics of Sugar and Sas Brands:

Max. Schallpegel: <50dB

Bedienoberfläche: 1 Taste + Fernbedienung

Innovative in design and functionality Strong focus on body safe properties Product range diversity Reputable and known for quality Award winning

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w w. l e l o.co m Visit www.sugarandsas.com towview our sensational range of products.

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When and how did you get into your current business? After learning the ropes of this industry with my first venture, I started Perfect Fit in 2011. The first year I worked with my factories to develop my proprietary materials SilaSkin and PF Blend. In 2011 we launched the Ergo line of products and the Fat Boy series and went from there.

A typical day? I’m an early starter, I like to get in the office before anyone else. I usually spend the day doing many things: administration, sales, design, meetings – I have a large whiteboard in front of my desk and it reminds me of my projects etc. I also have a large sofa in my office which I use often to contemplate things, pull out my sketch pad, or talk with my team.

The most significant influence in my working career was/is? My career building years with Accenture taught me a lot.

I’m most proud of? Surviving. It hasn’t always been like it is today. There were a lot of challenges in my first company being a newbie in the industry.

One of the most memorable moments was? When a customer came up to me on street and told me I changed his life. Not sure how he knew who I was but I was always touched by this.

Last book I read? Jim Collins: Great by Choice

Favourite movie/TV show Netflix Sens8

What would most people not know about me? I grew up sailing and I have competed many times in Olympic class boats and offshore sailing yachts. I have some trophies.

My favourite place? Nova Scotia

What I like best about my job? Creating better products and hearing customer feedback.

If I could change one thing? I guess I’m pretty content, I am having a hard time thinking of anything!

Founder/Owner/Director - Perfect Fit Brand 40

Order today from LonBrook: +61 (0)3 9544 4800 路 sales@lonbrook.com 路 www.lonbrook.com

Owner, Love & Indulgence and Taboo Intimacy

Amazing how one decision can change the direction of your entire life. When and how did you get into your current business? I became single after 11 years of marriage and decided I wanted to get my own inner sparkle back. I started researching into sex, intimacy and the adult industry and one statistic changed my occupational life for good. “85% of women only orgasm with clitoral stimulation,15% with penetration”. I always thought I was normal, (which I am), however I never knew I was in the minority. It didn’t make any sense, (which my research indicated), as all women can orgasm via penetration but they never completely ‘surrender’ to the experience. ‘Surrender’ has to be more of a holistic approach, as for women its top to toe, inside and out. Not just a focus on the vagina. In my eyes, things had to change! We needed to be better informed and educated. So my business has always been focused on adult toys as a means to help connect with yourself or someone else first and foremost the orgasm is just a bonus.

A typical day I’m not sure I have one! Everyday I am constantly popping on different hats whether that is a sales one, a creative artistic design hat, a researcher or just a team leader hat. The variety keeps me interested.

The most significant influence in my working career was/is My own journey. I found I have grown with my customer base. I was such a prude and the idea of ME going to buy an adult product vs. me taking someone else into an adult store was in my mind ridiculous. I have found though, after a bit of education, that products don’t have to be phallic and the people in

the industry are lovely and always willing to help and educate. I have been fortunate enough to take my journey and utilize it to help introduce others to the world of fun, play, education and self-empowerment with adult products.

I’m most proud of My mum. If I could convert her way of thinking and feeling about sex and the adult industry I can convert anyone!

One of the most memorable moments was Doing a women’s workshop with mothers & daughters. I found it so fascinating how the prudishness jumps a generation. Best research day ever.

Last book I read -Tony Robbins – Money, Master the Game. -7 Simple steps to Financial Freedom. This man is not just motivating, but a genius. He helps you with your limiting beliefs and to remove your deceptive story that you tell yourself that holds you back from having an amazing life. I have used many of his techniques to help women who have been sexually intimated, abused or just believe there are no good men out there.

Favourite movie/TV show I don’t watch much TV anymore however I got sucked into ‘True Blood’ there for a while. Love vampires. Howeve,r my two favourite movies are, ‘The Blues Brothers’ and ‘The Goonies’.

with my core self. I love to have a huge night with friends on the dancefloor which helps bring me back to my core feminine energy. Other than that I am a hardcore backpacker and…I haven’t slept with a pillow for 5 years now.

My favourite place Africa! Put me in the middle of no-where with no internet, electricity or even running toilets and I’m in my true happy place. By being disconnected to technology I became reconnected with myself, humbled by my environment and at total peace. After my first trip to Africa my partner asked what happened to me as I’m normally “mad as a cut snake!” but I was calm and quiet. Crazy but true.

What I like best about my job I love the stories that come back to me of how the techniques I teach work for dating or how they go from never wanting a toy to telling me they want to “upgrade” to a new one. I love the feedback and watching people grow. Nothing can give me more pleasure.

If I could change one thing I wish I had the educational and emotional tools in my tool belt a decade ago so I could have mastered this game called ‘life’ a lot earlier. However, if I had that I wouldn’t be where I am today which I soo love. Hmmm, maybe dumping my first boyfriend because I was scared that he was a virgin and I wasn’t. Amazing how one decision can change the direction of your entire life.

What would most people not know about me? It’s my spiritual side. I meditate and spend a lot of time being educated to keep connecting

Erofame

The major European B2B trade event for adult pleasure products, the Erofame, took place at the Hannover Fair Showgrounds from October 7 - 9, 2015. With over 200 manufacturers and vendors, and hosted by the European EAN Magazine, the show, now in its sixth year, was another great October 2015 success. Awards were presented and the Octoberfest provided an ideal networking event. Buyers and Retailers from around the globe attend to view the latest and greatest current, new release and trending adult product.

Images courtesy of www.ean-online.com 47

1. Scandal™ Bed Restraints

1. Antibacterial Toy Cleaner

1. Stamina Training Unit

2. Scandal™ Universal Cuffs

2. Japanese Drip Candles - 3 Pack

2. STU Value Pack

top 10 best sellers

3. Scandal™ Collar with Leash 4. Scandal™ Eye Mask 5. Scandal™ Hog Tie 6. Scandal™ Collar Body Restraint 7. Scandal™ Control Cuffs™

4. GoodHead Vibrating Tongue Ring 5. White Nights Pleasure Kit

3. Quickshot Vantage 4. Fleshlight GO - Torque 5. Fleshlight Girl - Stoya 6. Fleshlight Girl - Jenna Haze 7. Fleshlight Girl - Jessie Jane

8. Scandal™ Ball Gag

6. Crystal Jellies - 8 inch Classic Dong - Purple

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7. iVibe Select - iRabbit - Pink

9. Pink Lady Vortex

10. Scandal™ Bondage Bar

8. iVibe - Rabbit - Grape

10. Pink Lady Touch Vibro

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9. Sasha Grey - UR3® Deep Throat Pocket Pal 10. Crystal Jellies - 8 inch Classic Dong - Clear

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www.docjohnson.com

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1. AQUAglide

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4. Soft-Tampons 5. Joyballs secret 6. BIOglide 7. WARMup 8. Joystick comfort 9. Booster Pro 10. Clean’n’safe

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3. Black Magic Pleasure Kit

4. Eros Relax Woman 5. Eros Explorer Man 6. Eros Hot Power Stimulation Gel

4. King Cock - 7” Cock W/ Balls Flesh 5. King Cock - 9” Cock Flesh 6. King Cock - 8” Cock W/ Balls Flesh

7. Lylou Sparkling Glamour Lotion

7. King Cock - M Double Trouble Flesh

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9. Nomi Tang Liquid Aqua Based

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10. King Cock - Double Penetrator Flesh

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1. FORM 8 Waterproof Rechargeable Vibrator 2. FORM 1 Waterproof Rechargeable Vibrator 3. FORM 2 Waterproof Rechargeable Vibrator

1. Swiss Navy Water Based Lubricant 4oz/118ml 2. Swiss Navy Silicone Lubricant 2oz/59ml 3. Swiss Navy Water Based Lubricant 2oz/59ml 4. Swiss Navy Silicone Lubricant 4oz/118ml 5. Swiss Navy Strawberry Kiwi Lubricant 4oz/118ml

4. HELLO TOUCH Wearable Vibrator

6. Swiss Navy Anal Lubricant 2oz/59ml

5. FORM 6 Waterproof Rechargeable Vibrator

7. Swiss Navy All Natural Lubricant 4oz/118ml

6. FORM 5 Waterproof Rechargeable Vibrator 7. ICONIC RABBIT 2 Vibrator 8. AFTERGLOW Massage Oil Candle 9. ICONIC WAND PETITE

8. Swiss Navy Cooling Peppermint Lubricant 20ml 9. Swiss Navy Toy and Body Cleaner 6oz/177ml 10. Swiss Navy Chocolate Bliss 4oz/118ml www.lonbrook.com

10. CONTOUR M Ceramic Massage Stone

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1. Fun Factory Bi Stronic Fusion 2. Svakom Siime Eye 3. Tenga Vacuum Controller Starter Pack 4. Nalone Rock 5. Svakom Barbara 6. Lelo Ina Wave 7. Nalone Yany 8. Sensuva On Chocolate 9. Fun Factory Big Boss G5 10. Fun Factory Miss Bi

www.sugarandsas.com

AAPD Adelaide SA Tel (08) 8244 5558 www.aapd.com.au

LonBrook Pty Ltd Melbourne, Vic, Tel 03 9544 5400 www.lonbrook.com

ASTROGLIDE Pty Ltd Sydney, NSW, Tel 02 9968 2539 www.astroglide.com

Next to Nothing Sydney NSW Tel (02) 8213 0694 www.ntnaust.com.au

Boom Shoes Melbourne, VIC, Tel 0419 317 210 www.boom.shoes

Novel Creations Pty Ltd Melbourne Vic Tel 0403 379 375 www.novelcreationsptyltd.com

Calvista Australia Pty Ltd Melbourne Vic Tel 1800 012 221 www.calvista.com.au

Sensuous Paradise Point QLD, Tel (07) 5577 3590 www.sensuous.com.au

Claredale Distributors Pty Ltd Melbourne Vic Tel (03) 9818 7736 www.claredale.com.au

Sugar and Sas Melbourne Vic Tel 0417 341 643 www.sugarandsas.com

Fleshlight Australia Ormeo, QLD, Tel (07) 3493 0171 www.fleshlight.com

The Love Group Indooroopilly, QLD, Tel (07) 3846 6924 www.thelovegroup.com.au

Fun Division Paddington, NSW, Tel 0416 875 908 www.fundivision.com.au

Two Ducks Distribution Adelaide, SA, Tel 0439 99 88 99 www.twoducks.com.au

Lingerie Logistics Melbourne Vic Tel 1300 556 194 www.joiedevie.com.au

Windsor Wholesale Melbourne Vic Tel (03) 9464 3622 www.windsorwholesale.com.au

If you would like your company listed here, please contact us at editorial@synergymag.com.au 49

Reviews

Ultimate Personal Shaver BMS Factory

ElectraStim Flick EM60-E

Mia More, editor www.cliterati.co.uk

Cara Sutra, CaraSutra.co.uk

From the Untamed Bush through the Martini, Landing Strip, Brazilian, Vajazzle and back to the Bush (‘Trimmed’ these days thanks to selfconfessed au naturel fans Cameron Diaz and Gwyneth Paltrow), fashions in pubic hairstyle have always moved with the times. And with continuously evolving personal grooming comes a whole range of evercompetitive topiary tamers unleashed onto the market, which is why it makes perfect sense that a sex toy manufacturer such as BMS would invest in updating its own intimate shaver.

I’m not the world’s biggest fan of electrosex, but only because I choose other styles of sexual stimulation. You can use the ElectraStim EM60 Flick in so many different ways. It’s fun to use for couple’s sex, to give that very real shock factor to sex, or on your own to bring a whole new dimension to masturbation. Used in combination with the paddle (or other accessories available from ElectraStim) you can even ramp up the kinky volume of fetish and BDSM sessions… it doesn’t have to be just for the extremists, the levels range from an incredibly mild, barely sensed tingle on the skin to maximum shock.

So here we have the latest All-in-One Ultimate dry shaver from the BMS’s Swan subsidiary, incorporating (deep breath) a Storage Stand, Main Trimmer, Stencil Trimmer, Finishing Head, Mini cleaning brush and Precision Trimmer Comb with two length settings, Stencil Pack, essential batteries (yay!) and the all-important travel bag (double-yay!). This is an ambitious package aiming to have all angles covered: from eyebrows to toes, no stray hair should be safe from these tools. Let’s start with the Main Trimmer: the first stop for all body hair, it helps tame and trim if your armpit, leg hair or lady garden has grown out of hand. Next, there’s the Finishing Head to get your skin super-smooth – well, as long as you remember Swan’s suggestion of using baby powder, which absorbs all the clammy and natural stickiness of your skin leaving a soft dry surface to work on. You also need to employ your ears for this one: if you can still hear hair being sheared that means you’ve still got some shaving left to do.

The most basic piece of equipment to get that electrifying sensation to your flesh is via electrode pads. There are 4 included in the pack. They are incredibly sticky, which is a good thing and keeps them flush against your skin no matter what. After use, if you peel them from skin carefully enough, you can place them back on to the plastic backings they arrived on and reuse them a good few times before having to dispose of them and buy new ones. For couple’s sex and masturbation, the very tops of the inner thigh felt amazing.

The Precision Trimmer Comb has two separate length settings for accurate use on the face such as eyebrow taming, as well as the smaller, more intimate spaces (ahem…). Moving quickly onto the fun part: the Stencil Trimmer. Along with the eleven rather ambitious sticker ‘stencils’ featuring humorous designs such as a heart, cherries, a peace sign and a swan (obvs), the idea is that you attach the shape to your skin and shave around it. No matter your skillset, the Stencil Trimmer works well contouring the hair into some kind of cohesive outline – it may just not be your chosen shape (in which case, practice makes perfect, so better luck next time)!

As well as being able to scroll through the control units 7 modes, you can press and hold the ‘mode selector’ button for three seconds, where a little light will tell you that you’ve switched to the ‘Flick’ mode. This means you can flick or constantly shake the controller and that movement is mirrored by the electro pulses coming from the unit to the pads, or whichever electro piece of equipment you’re using with the main control unit.

Although it’s billed as ‘Designed for women, can be used by both, Either way, Swan Ultimate Shaver is the perfect present for yourself and/ or a partner for Valentines Day. And who said romance was dead. www.bmsfactory.com 50

It looks like you get a lot of confusing stuff when you first open up the box but a quick read through of the pamphlet and it’s clear to see how you put it together. Firstly, the main control unit is powered by charging it up. Connect the USB lead to the base of it and plug it into any USB port or a USB to mains adaptor. There’s an LED to let you know it’s charging up.

In summary this is a fantastic item either for a first foray into electro sex or for those looking for an innovative device combining all expected features as well as sensational, motion operated technology. I can’t fault it. There are a variety of modes as well as levels to suit all from beginners to veterans, and the kit comes with all the accessories you need. www.electrastim.co.uk

Exxxtreme Sheets Si Novelties

Zoro Perfect Fit Brand

Mia More, editor www.cliterati.co.uk

Roxy, Synergy Magazine

There are certain occasions when a rubber sheet would come in useful during sex. Not only at your time of the month when for practical reasons a little extra bed linen protection would come in handy, but also when a spot of sploshing, also known as WAM (wet and messy fetish), is the order of the day. That’s right, maybe some sploshing, squirting, massage oil, water sports – take your pick. Whichever activity you choose, we’re guessing you don’t want to ruin your Egyptian cotton with chocolate sauce and oil stains, or to sleep in the (extremely) wet patch. And that’s where SiNovelties’ 100% waterproof Exxxtreme Sheet comes in useful.

As I had seen pictures online and was intrigued by its one-piece moulded form and sleek design, I was quite keen to try this new strap on from Perfect Fit. And it is amazing! First of all, the packaging is ideal, from the magnetic window lid to view the item, through to the pictorial instruction booklet inside. And the diagrams on the box indicated it can be used by both male and females. That’s right, its perfect for female on female or for pegging your man, but also fits the man for double penetration on the female or even for erectile dysfunction. More later.

In fact, so handy is the sheet that it can be used on the floor too (which is great for avoiding sticky handprints on bedroom walls). Although the Exxxtreme King Size sheet fitted our (European Kingsize) IKEA mattress more than adequately, we opted to lay it over a rug in the living room, which made it rather more versatile. It also meant that we could put the fire on and stay extra-warm as we played, as there’s nothing colder than being greased up and mucking about on a rubber sheet dressed in nothing but your birthday suit. Thankfully, there’s also very little as enjoyable as being greased up and mucking about on a rubber sheet dressed in nothing but your birthday suit – dammit, not only is it sexy, it’s also goodhearted, silly, fun – and as such we can’t resist a recommendation. The Exxxtreme Sheet is also very practical, so if you want to play harder you can, as not only can you use it with oil-based lube but you can also wipe it clean with any nonbleach cleaning product – and even throw it in the washing machine. Unbeatable! Whilst SiNovelties’ contribution to mucky-minded interior design is pitched as being soft and comfortable enough to sleep on, I would imagine this is only in those golden moments when you’re neither too hot nor too cold to begin with. So with the Exxxtreme Sheet at the ready, whack up the heating or adjust the air-conditioning, dish out the ice-cream and chocolate sauce, cover yourselves in champagne, beer, massage oil or lube – or hell, all of the above – and get nekkid. Just make sure you don’t dine on asparagus before attempting any pee play (we’ve all been there, right? RIGHT?)!

www.sinovelties.com

The one-piece moulded strap on is made from 100% soft touch premium silicon and is ultra-smooth to touch, in fact, you don’t want to take your hands off it. It is lightweight, yet sturdy not flimsy. The one-piece mould means it fits just like your favourite underwear and its extremely easy to put on and off. Zoro comes with two elastic waistbands in size S/M and L/XL and these clip on and off, with press studs, in seconds and are adjustable. The fit was fine and very comfortable, and the broad elastic waistband was just right for me. With some water based lubricant, the insertion was enjoyable for all and the 3 cm diameter (3.5cm at the tip, 14cm long), is a comfortable size and non-threatening. The strap on stayed glued to my pelvic region and didn’t wiggle about during penetration or withdrawal, it felt like a part of me- and I love the soft mauve colour. I had full control over Zoro at all times and hands-free. Another brilliant feature is that I can add a bullet into the hollow opening inside the dildo to add vibration and the opening at the base, underneath the dildo part, allows full access to the vagina and clitorisfor additional play. Now for the menfolk. Due to the opening at the base, the penis and scrotum fit and hang thru below the dildo. I had my man wear Zoro and he said it was most comfortable, even erotic. He then proceeded to double penetrate me, from behind, vaginally with his erect penis and anally with Zoro. It was amazing, it fitted him like a glove, no wiggling, all hands free and we both loved it. Zoro is an amazing strap on and comes highly recommended- I can’t fault it, the price tag is premium, but oh so worth it! www.zorostrapon.com/www.perfectfitbrand.com 51

BUYERS GUIDE

SILHOUETTE™ S2

• Control is at your hands with this innovative finger teaser. It’s made of silicone, 100% waterproof and USB rechargeable.

HIS MASTURBATION KIT

SILHOUETTE™ S8

• Ergonomically curved, body-forming silicone massager flexes and bends for multidirectional positioning. May be used alone or with a partner.

HIS ULTIMATE STA-HARD® KIT

SILHOUETTE™ 13

• Ergonomically curved, premium Silicone body forming massager featuring dual motors and 10 functions of vibration. USB rechargeable with one-year warranty.

HER KEGEL KIT

HER CLIT KIT

• Kit includes compact massager with four unique tips, intimate arousal gel and multispeed stimulator with Clit Flicker™ and Snow Bunny™ sleeves.

OURS WEEKENDER KIT

• Kit includes three all-purpose rings, travel sized masturbator with ridged chamber and heavy duty stroker with three inner suction chambers.

• Kit includes silicone probe, multi-speed stimulator, two all-purpose silicone rings, life-like masturbator and penis pump with flanged base for secure seal.

• Kit includes powerful multi-speed stimulator, silicone coated Kegel exerciser with retrieval ring and ergonomically weighted stainless steel Kegel balls.

• Powerful, compact massage with removable, soft and stretchy bunny sleeve. It’s always a party with Shane’s World.

PLATINUM TRUSKYN – THE TRU CURVE - PINK

PLATINUM TRUSKYN – THE TRU FEEL – BLUE

PLATINUM TRUSKYN – THE TRU SUPER – PINK

PLATINUM TRUSKYN – THE TRU STROKE – BEADED - RED

• 6 Inches of Insertable Length • Dual Density TRUSKYN™ Feels Real Inside & Out • Firm Silicone Inner Core Delivers Stunning Realness • Incredibly Smooth Texture • Curved Design Provides Pure G-Spot Satisfaction 52

• 5.5 Inches of Insertable Length • Dual Density TRUSKYN™ Feels Real Inside & Out • Firm Silicone Inner Core Delivers Stunning Realness • Unique Stimulating Design • Full Tip for Penetrating Pleasure

• 7 Full Inches • Substantial-sized Cock • Defined Veins Provide Added Stimulation • Large Phallic Head for Penetrating Pleasure • Ball Sac Base Provides Sturdy Platform

• Hold it Loose or Squeeze it Tight • Completely Flexible, Customizable Grip • Beaded Interior, Ergonomic Design • Health Grade, American Made Silicone • Hypoallergenic

FLESHLIGHT GIRL - ANGELA WHITE (AU)

• Aussie Pornstar Angela White, available with her vagina and butt openings in the Lotus and Forbidden sleeve in the pearlescent case excl. to the Fleshlight Pornstar Girls.

STAMINA TRAINING UNIT (STU) VALUE PACK

• The full Fleshlight experience all in one. Incl: STU, Fleshlube Water 118ml, Fleshwash Cleaner 118ml, Fleshlight Renewing Powder, Fleshlight Shower Mount (with Flight™ Adapter)

AFTERGLOW NATURAL MASSAGE OIL CANDLE

• Light, drizzle and give an unforgettable massage with this all natural, body-safe, massage oil candle in a porcelain container.

FLESHLIGHT SLEEVE WARMER™

• The Sleeve Warmer is compatible with all Fleshlight products. The newest accessory is designed to warm the SuperSkin™ sleeve to a comfortable bodily temperature.

FLESHLIGHT GO SURGE

PINK LADY VORTEX

• Intensely stimulating texture, top seller. Four spiralled chambers creating a combination of suction, texture, and unforgettable squeeze.

QUICKSHOT BOOST/VANTAGE

• The new GO is a compressed and portable version of the Fleshlight male self-pleasure toy. The Surge offers a compact, lightweight, single handed grip option.

• The Fleshlight Quickshot Vantage(Clear) & Boost(Silver) is our most compact sleeve. Use with or without a partner. Open-ended, non anatomical, and easy to clean. Sold in 6 packs only.

FORM 1 REMOTE CONTROLLED VIBRATOR

FORM 8 WATERPROOF RECHARGEABLE VIBRATOR

• The world’s slimmest, yet most powerful wearable vibrator. Enabled with a Bluetooth remote, and panty sleeve to perfectly position in your favorite lingerie.

• This flexible rabbit vibrator combines our two top selling items the FORM 2 and FORM 6. It features 3 powerful motors for all encompassing pleasure.

FLESHLIGHT GO TORQUE ICE COMBO

• The Fleshlight GO units offer a lighter, shorter and more discreet on the GO. Incl: Fleshlight GO Torque unit, Fleshlube Water 118ml and Fleshwash Cleaner 118ml.

CARMEN ELECTRA LUBE

• New from Carmen Electra and Fleshlight, water based lubricant with natural ingredients. Available in ‘Sensitive’, ‘Warming’ and ‘PH-Balanced’ and in travel or handy sizes.

ICONIC WAND PETITE

• With nine vibration modes and a flexible neck, this smaller cousin of ICONIC WAND delivers the power you want exactly where you want it.

BUYERS GUIDE

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AQUAGLIDE

BIOGLIDE

• Best-selling, most popular product • For more than a decade AQUAglide has been a signature product in the JOYDIVISION lineup.

Best Crossover Product

S TA N DA R D A P P ROV E D

• The first 100 % natural lubricant gel! • Vegan • Enhancse vaginal lubrication and alleviates intimate discomfort • The only CO2 neutral lubricant.

e.a.n. EROTIXXX AWARD 2013

Best Lubricant

e.a.n. EROTIXXX AWARD 2012

neutral lubricant

SOFT-TAMPONS

• Offering the highest level of comfort. • Ideal for sanitary sexual intercourse, spa and sport • Dermatologically and clinically tested.

WARMUP

• The massage liquid with warming effect. • Enjoy the alluring flavor and warming sensation • Dermatologically and clinically tested. • Food-quality.

2 Best Male Product 2015

XPANDER X2 MALE STIMULATOR

• Reduces to 50% of its fully expanded size, allowing easy and safe insertion, then expands to its full size for incredible stimulation.

BETTER THAN CHOCOLATE 2

• Mini rechargeable clitoral vibrator, 5 modes, slide touch control, medical grade silicone, USB charging,100% waterproof. Powerful and quiet.

One Button

JOYBALLS SECRET

• Stringless- the worlds most discreet loveballs. • Patented integrated loop for removal is worn inside. • Quiet as a whisper through patented technology.

GETAWAY PLUS

• G spot stimulator, 5 modes, i touch control, medical grade silicone, USB charging,100% waterproof. Powerful and quiet.

Co ntro l

JOYSTICKS COMFORT

• The reliable seducers are now available with “one button control”. • Easy intuitive handling and operation. • 5-year material warranty.

INTIMATE

• Kegel Exerciser Set, two Kegel Exercisers with well-defined dimensions and weights allowing training of the pelvic floor to improve orgasmic response.

CLEAN’N’SAFE

• Cleaning, disinfection and care fluid for synthetic, latex, silicone and leather items. • Only 1 minute reaction time.

SPOTTY

• Dual stimulation prostate massager, P-spot massage (revolving head) and perineum stimulation, medical grade silicone, USB charging, waterproof up to a depth of 1m.

ICICLES GOLD EDITION G02

ICICLES GOLD EDITION G07

ICICLES GOLD EDITION G08

ICICLES GOLD EDITION G10

• Cleverly curved to hit all the right spots, perfect for G-Spot and P-Spot stimulation. Smooth, tapered tip eases insertion, ergonomic hook at base.

• Sophisticated styling with an elegant gold finish. Hand-crafted, perfect for G-Spot and P-Spot stimulation, Includes powerful bullet. Nonporous, body-safe.

• Sophisticated styling with an elegant gold finish. Hand-crafted, perfect for anal play, Includes powerful bullet. Nonporous, body-safe.

• Perfect for anal play, rounded tip to ease insertion, ergonomic ring at the base offers easy handling and ensures retention.

FANTASY C-RINGZ ROCK HARD BALL BANGER

FETISH FANTASY LIMITED EDITION SHUT ME UP KIT

FETISH FANTASY LIMITED EDITION SILKY SEDUCTION KIT

FETISH FANTASY LIMITED EDITION TEASE-N-PLEASE KIT

• The smooth silicone ring fits like a glove and pushes your package out to the max, making you harder and stronger than ever before. Body-safe, medical-grade Elite Silicone

FETISH FANTASY LIMITED EDITION PURPLE PASSION KIT

• First-timers Purple Passion Kit. Kit Includes: Feather Tickler, Satin Love Mask, Furry Cuffs, Pasties.

• First-timers Shut Me Up Kit. Kit Includes:Nipple Clamps, Handcuffs, Breathable Gag.

FANTASY C-RINGZ HIS AND HERS ULTIMATE RABBIT

• Two vibrating bullets, versatile His & Hers Ultimate Rabbit is the must-have couples enhancer that works as a cock ring, clitoral stimulator, and ball tickler all-in-one.

• First-timers Silky Seduction Kit. Kit Includes: Satin Love Mask, Silk Scarf, Flogger, Candle.

NEON SLIM 7

• Made from super-smooth, phthalate-free, body-safe PVC. Super-strong suction cup, strap-on harness compatibility. Our American-made rubber is 100% phthalate and latex-free.

• First-timers Tease-N-Please Kit. Includes: Feather Tickler, Satin Love Mask, Love Dice and Ball Gag.

HORNY HILLARY

• Meet Horny Hillary, the nation’s oldest piece of Presidential poontang ever to blaze the campaign trail!

BUYERS GUIDE

PIPEDREAM EXTREME TOYZ MEGA-BATOR MOUTH

• Hands-free, waterproof masturbator, rechargeable lithium battery super-strong motor, spins and strokes up and down.

FUN FACTORY BI STRONIC FUSION

• Bi Stronic Fusion is an innovative dual action pulsator, combining thrusting movement with powerful vibration on the clitoris and labia.

ALL NATURAL LUBRICANT 118ML

• All natural ingredients, including carrageenan, which provides a silky smooth feel. Suitable for sensitive skin and to reduce vaginal dryness. 56

WANACHI MEGA MASSAGER

• The World’s Biggest and Most Powerful Wand! 43 cm tall with a huge 11.4 cm head. 10 vibration modes and 2.5m power cord, 110v-240v.

L’A MOUROSE PRISM

NEON TRIPLE PLAY KIT

•Made from super-smooth phthalate-free, body-safe PVC, this mini vibe kit features a powerful multi-speed bullet and three unique attachments.

NALONE ROCK

PIPEDREAM EXTREME TOYZ TIGHT GRIP PUSSY & MOUTH

• Dual-density stroker. ultra-lifelike Fanta Flesh on the inside and our specially formulated Tight Grip TPR on the outside. Textured tunnel sleeve.

SVAKOM SIIMIE EYE

• Multiple award winning L’amourose is elevating the industry standard for luxury delivering breath-takingly beautiful products made with the power to please.

• An innovative design for maximum satisfaction, this rechargeable wand vibrator houses a powerful motor in its head.

• Siime Eye is a wireless internal-camera vibrator, 100% waterproof with 6 vibration modes. Its sleek design and size will help you enact all your fantasies.

SWISS NAVY PASSION FRUIT LUBRICANT 4OZ/118ML

SWISS NAVY SILICONE LUBRICANT 946ML

SWISS NAVY WARMING LUBRICANT 4OZ/118ML

• Deliciously flavoured sugar-free/parabenfree. Leak proof bottle, locking pump. Water based formula is non-staining & safe for toys. Hypo-allergenic/absorbable.

•Highest grade silicone, silky smooth and long lasting. Patented “leak proof” bottle design with locking pump. Single-hand pump for easy onehanded application.

• Finest ingredients, advanced formulas for exceptional glide, slickness pleasurable warming, long lasting, easy cleanup, latex friendly.

FORM 8

waterproof rechargable vibrator

Two Award Winning Vibrators In One A RABBIT REVOLUTION Three motors • Flexible ears • Flexible neck 57

Scene

Send pictures of your local event, trade show, store opening or company celebration to editorial@synergymag.com.au

Available in 4 Sizes, 8”, 9”,10” and 11”

And Now Introducing... The New King of American Made Squirters! King Cock Squirters include a 2 oz. bottle of Jizzle Juice and Refresh Toy Cleaner!