The creative idea behind Smile Makers is to normalize female sexual wellbeing products by completely changing the way they are designed, communicated, and sold. Rather than being products women hide in their drawers, our aim is that our products are proudly displayed on bedside tables and vanity tables.

Personal lubricants – as intended by 80% of users – serve the same functional purpose as many skin care products: moisturization. But while e.g. facial moisturizers are packaged in a sophisticated feminine way, lubricants targeting women with dryness are clinical and cheap in appearance. The result is that while it is a pleasant experience shopping for products that help alleviate dry facial skin, solving the problem of vaginal dryness feels stigmatized and embarrassing.

The idea with Smile Makers is to make the experience shopping, using, and displaying a personal lubricant and a facial moisturizer the same.

The design development process is focused on balancing purity and category relevancy. Delivering the most premium experience possible while driving a clear message and category understanding to the shopper.

The white front panel of our secondary carton stands out in pure contrast on shelf. It creates a simple and clean contrast to the colorful and somewhat immature category norms. We have used subtle pastel colours on the sides and top of the packaging to aid in navigation and communicate product viscosity.

The brand purpose has been included to help consumers understand the unique aspects of the brand.

The primary package itself delivers on this promise through simple geometry, premium finishes, and a refined sense of aesthetics.

The logo and graphic approach reinforce the focus on quality and simplicity.

Colour plays an important role to aid in product form navigation as well as ensuring a sophisticated and feminine feel.

Smile Makers lubricants receive support and endorsement from gynecologists based on the quality of ingredients used, and because they believe in the brand’s mission.

E.g. in Malaysia, we are launching with the national Obstetrician & Gynecology Association. Further, the Ministry of Health has invited us to speak at a congress on sexual well-being because they believe that Smile Makers’ positive message that can help Malaysian women.

In the UK an independent test institute let 100 women test Smile Makers lubricants against the world’s largest lubricant brands, Durex and KY. Smile Makers was by far the preferred brand, winning on all eight individual parameters that were tested.

Smile Makers lubricants were launched in September 2015 and are currently available in around 1,500 health & beauty retailers in Taiwan, Singapore, Hong Kong and Malaysia.

Smile Makers is set to launch in European markets over the coming months.