A personal massager is a vibrator that is not phallic in shape. The most popular kind of personal massager is a wand-style vibrator, but the term can also apply to a wide array of vibrating products of many shapes and sizes. These products are generally intended for masturbation, but some are marketed as remedies for muscle soreness.
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The term "personal massager" has generally become accepted as a euphemism for "sex toy" and is often used to describe all manner of vibrators.