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http://news.asiaone.com/A1Business/News/Story/A1Story20121210-388697.html
Yo-yos, sex lubricants among S'pore's successful exports
Benita Aw Yeong
The New Paper
Tuesday, Dec 11, 2012
Who says Singapore is boring? Or unsexy? Or frigid?
Despite Singaporeans ranking badly at the sex-frequency surveys, at least one Singaporean had sex on his mind enough to come up with something to make love-making better and easier.
Declares Dr Stuart Koe, who has a PhD in pharmacy and about 17 years experience in the pharmaceuticals industry: "A good quality lubricant is essential. Those you can buy off the rack were either too sticky or dried easily.
"Those which were of good quality were usually imported and as a result, very expensive," says DrKoe, 40.
This kickstarted the research and development process for the perfect lube in local laboratories, although costs here are generally higher.
He and his companion, Mr Abra Lee, 29, pumped in about $100,000 to kick start the business, which began in 2010.
Besides intensive research in the labs, which lasted two years, they also formed focus groups - both gay and straight - to test their product. The results assured them that the product they had was worth offering to the masses.
"We made about 60 people compare our formula against other leading brands in the market, and nine out of 10 picked our formula," says MrLee, 29.
SuperSlyde was launched in April.
The colourless, odourless liquid is packaged in trendy orange-themed bottles and is suitable for use with condoms, claims Dr Koe.
It contains dimethiconol and dimethicone - types of silicones commonly used in conditioning shampoos.
About 3,000 bottles have since been sold to customers here and in Hong Kong, Taiwan, and Australia and elsewhere.
"While sales in Singapore have been significant, 80 per cent of our business is for export," he adds. Most who buy the lubricant are aged 25 and above, according to their research.
Superslyde is manufactured in Singapore, says Dr Koe, beaming with pride.
"The regulatory environment here is very stringent - Singapore is a member of Pics (Pharmaceutical Inspection Convention and Pharmaceutical Inspection Co-operation Scheme), a European standard that is also recognised by Australia.
"This means that products manufactured by a Good Manufacturing Practice-certified plant here have their quality assured, and this is globally recognised," he adds.
Exports of non-oil made-in-Singapore goods - Nodex as the economists call it - typically consist of electronics, especially integrated circuits and computer parts.
Although unusual exports such as SuperSlyde Diamont Noir, and Goosoniqueworx (see other reports) are tiny in production scale, their impact is not negligible, says Mr Song Seng Wun, an economist at CIMB Research.
"Singapore has found itself more vulnerable in recent years because of a shift in consumer preference. Our exports have traditionally been very PC-focused, but mobile devices have now taken the world by storm.
"It's important for people to keep thinking of new ideas... so that there is a constant shift in the market," he remarks.
That these small startups with such niche target markets can survive and even thrive is also a testament to how affluent some societies have become, he adds.
"I see an increase in locally-produced goods, especially at the supermarkets, where we now have sauces and frozen prata made in Singapore. These are products you might not have seen about 10 years ago," he says.
Dr Koe and his team say they've been pleasantly surprised at how well-received SuperSlyde is .
"While sex may not be a dinner table conversation topic for most here, we've had customers posting photos of themselves with the lube on Facebook, which is quite liberal," comments Mr Nicholas Koh, the brand's market and communications manager.
Still, educating consumers about the possibilities silicone-based lubricants offer for their sex lives remains a challenge, they say.
"Asia is practically... virginal when it comes to introducing the concept of silicone-based lubricants. Many have never heard of it.
"At the same time, we are also working on getting SuperSlyde into North America, South Africa and the EU," says Mr Koh.
Yo-yos, sex lubricants among S'pore's successful exports
Benita Aw Yeong
The New Paper
Tuesday, Dec 11, 2012
Who says Singapore is boring? Or unsexy? Or frigid?
Despite Singaporeans ranking badly at the sex-frequency surveys, at least one Singaporean had sex on his mind enough to come up with something to make love-making better and easier.
Declares Dr Stuart Koe, who has a PhD in pharmacy and about 17 years experience in the pharmaceuticals industry: "A good quality lubricant is essential. Those you can buy off the rack were either too sticky or dried easily.
"Those which were of good quality were usually imported and as a result, very expensive," says DrKoe, 40.
This kickstarted the research and development process for the perfect lube in local laboratories, although costs here are generally higher.
He and his companion, Mr Abra Lee, 29, pumped in about $100,000 to kick start the business, which began in 2010.
Besides intensive research in the labs, which lasted two years, they also formed focus groups - both gay and straight - to test their product. The results assured them that the product they had was worth offering to the masses.
"We made about 60 people compare our formula against other leading brands in the market, and nine out of 10 picked our formula," says MrLee, 29.
SuperSlyde was launched in April.
The colourless, odourless liquid is packaged in trendy orange-themed bottles and is suitable for use with condoms, claims Dr Koe.
It contains dimethiconol and dimethicone - types of silicones commonly used in conditioning shampoos.
About 3,000 bottles have since been sold to customers here and in Hong Kong, Taiwan, and Australia and elsewhere.
"While sales in Singapore have been significant, 80 per cent of our business is for export," he adds. Most who buy the lubricant are aged 25 and above, according to their research.
Superslyde is manufactured in Singapore, says Dr Koe, beaming with pride.
"The regulatory environment here is very stringent - Singapore is a member of Pics (Pharmaceutical Inspection Convention and Pharmaceutical Inspection Co-operation Scheme), a European standard that is also recognised by Australia.
"This means that products manufactured by a Good Manufacturing Practice-certified plant here have their quality assured, and this is globally recognised," he adds.
Exports of non-oil made-in-Singapore goods - Nodex as the economists call it - typically consist of electronics, especially integrated circuits and computer parts.
Although unusual exports such as SuperSlyde Diamont Noir, and Goosoniqueworx (see other reports) are tiny in production scale, their impact is not negligible, says Mr Song Seng Wun, an economist at CIMB Research.
"Singapore has found itself more vulnerable in recent years because of a shift in consumer preference. Our exports have traditionally been very PC-focused, but mobile devices have now taken the world by storm.
"It's important for people to keep thinking of new ideas... so that there is a constant shift in the market," he remarks.
That these small startups with such niche target markets can survive and even thrive is also a testament to how affluent some societies have become, he adds.
"I see an increase in locally-produced goods, especially at the supermarkets, where we now have sauces and frozen prata made in Singapore. These are products you might not have seen about 10 years ago," he says.
Dr Koe and his team say they've been pleasantly surprised at how well-received SuperSlyde is .
"While sex may not be a dinner table conversation topic for most here, we've had customers posting photos of themselves with the lube on Facebook, which is quite liberal," comments Mr Nicholas Koh, the brand's market and communications manager.
Still, educating consumers about the possibilities silicone-based lubricants offer for their sex lives remains a challenge, they say.
"Asia is practically... virginal when it comes to introducing the concept of silicone-based lubricants. Many have never heard of it.
"At the same time, we are also working on getting SuperSlyde into North America, South Africa and the EU," says Mr Koh.
