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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.
The term "personal massager" has generally become accepted as a euphemism for "sex toy" and is often used to describe all manner of vibrators.