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Stanford Research into the Impact of Tobacco Advertising

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Crystal Tip

Luli – img18750

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Like most consumer products, many electronic cigarette (e-cig) companies create products and advertisements specifically targeted to women. Many of these ads follow stereotypes associated with gender targeted ads and are either overly feminine (in shades of pink or with floral designs) or target insecurities.

Even in their brand names, these brands target women by speaking to their desires. For instance, the brand Vogue, brands it as “new lifestyle.” The e-cig devices for most brands under this category are available in pastel colors such as pink and peach. The slim design, very reminiscent of the slim cigarettes of popular women cigarette brands such as Virginia Slims and Max, are crystal tipped to appeal to the modern woman. An ad for Luli e-cigs has the image of the product on a vanity table by the side of an elegant and beautiful tiara made of pearls and in front of a vintage bottle of perfume. The presence of the product on the vanity case is intended to convey that it is just another element in making you look and feel beautiful.

In addition to creating sleekly designed devices, many brands have also created a whole line of fashionable accessories from e-cig lanyards to e-cig handbags. Cottien, which brands itself as the “most feminine electronic cigarette in the world,” has an artistic rendition of a fashion model on each device. Through blogs, Pinterest boards and Facebook posts, these e-cig companies reach out to women, including adolescent girls, and provide them with tips on how to be stylish and trendy. For instance, Pinterest board for Vapor Couture teaches women how to coordinate their dress with Vapor Couture accessories. The board for Cottien has images of pink frosted cupcakes and girly, floral, sneakers as must-have items for this summer.

Many of the e-cig brands through their descriptors, ads, and messages on social media boards also provide a subliminal message that vaping their brand will result in the smoker obtaining or maintaining a slim figure. An ad for Luli disposable e-cigs contains the image of the product along with the call out, “new improved formula, brand new design.” The ad is intended to encourage women to believe that a product was redesigned to better suit their needs.

Luli – img18865

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Like most consumer products, many electronic cigarette (e-cig) companies create products and advertisements specifically targeted to women. Many of these ads follow stereotypes associated with gender targeted ads and are either overly feminine (in shades of pink or with floral designs) or target insecurities.

Even in their brand names, these brands target women by speaking to their desires. For instance, the brand Vogue, brands it as “new lifestyle.” The e-cig devices for most brands under this category are available in pastel colors such as pink and peach. The slim design, very reminiscent of the slim cigarettes of popular women cigarette brands such as Virginia Slims and Max, are crystal tipped to appeal to the modern woman. An ad for Luli e-cigs has the image of the product on a vanity table by the side of an elegant and beautiful tiara made of pearls and in front of a vintage bottle of perfume. The presence of the product on the vanity case is intended to convey that it is just another element in making you look and feel beautiful.

In addition to creating sleekly designed devices, many brands have also created a whole line of fashionable accessories from e-cig lanyards to e-cig handbags. Cottien, which brands itself as the “most feminine electronic cigarette in the world,” has an artistic rendition of a fashion model on each device. Through blogs, Pinterest boards and Facebook posts, these e-cig companies reach out to women, including adolescent girls, and provide them with tips on how to be stylish and trendy. For instance, Pinterest board for Vapor Couture teaches women how to coordinate their dress with Vapor Couture accessories. The board for Cottien has images of pink frosted cupcakes and girly, floral, sneakers as must-have items for this summer.

Many of the e-cig brands through their descriptors, ads, and messages on social media boards also provide a subliminal message that vaping their brand will result in the smoker obtaining or maintaining a slim figure. An ad for Luli disposable e-cigs contains the image of the product along with the call out, “new improved formula, brand new design.” The ad is intended to encourage women to believe that a product was redesigned to better suit their needs.

Luli – img18872

by

Like most consumer products, many electronic cigarette (e-cig) companies create products and advertisements specifically targeted to women. Many of these ads follow stereotypes associated with gender targeted ads and are either overly feminine (in shades of pink or with floral designs) or target insecurities.

Even in their brand names, these brands target women by speaking to their desires. For instance, the brand Vogue, brands it as “new lifestyle.” The e-cig devices for most brands under this category are available in pastel colors such as pink and peach. The slim design, very reminiscent of the slim cigarettes of popular women cigarette brands such as Virginia Slims and Max, are crystal tipped to appeal to the modern woman. An ad for Luli e-cigs has the image of the product on a vanity table by the side of an elegant and beautiful tiara made of pearls and in front of a vintage bottle of perfume. The presence of the product on the vanity case is intended to convey that it is just another element in making you look and feel beautiful.

In addition to creating sleekly designed devices, many brands have also created a whole line of fashionable accessories from e-cig lanyards to e-cig handbags. Cottien, which brands itself as the “most feminine electronic cigarette in the world,” has an artistic rendition of a fashion model on each device. Through blogs, Pinterest boards and Facebook posts, these e-cig companies reach out to women, including adolescent girls, and provide them with tips on how to be stylish and trendy. For instance, Pinterest board for Vapor Couture teaches women how to coordinate their dress with Vapor Couture accessories. The board for Cottien has images of pink frosted cupcakes and girly, floral, sneakers as must-have items for this summer.

Many of the e-cig brands through their descriptors, ads, and messages on social media boards also provide a subliminal message that vaping their brand will result in the smoker obtaining or maintaining a slim figure. An ad for Luli disposable e-cigs contains the image of the product along with the call out, “new improved formula, brand new design.” The ad is intended to encourage women to believe that a product was redesigned to better suit their needs.

Luli – img24549

by

Like most consumer products, many electronic cigarette (e-cig) companies create products and advertisements specifically targeted to women. Many of these ads follow stereotypes associated with gender targeted ads and are either overly feminine (in shades of pink or with floral designs) or target insecurities.

Even in their brand names, these brands target women by speaking to their desires. For instance, the brand Vogue, brands it as “new lifestyle.” The e-cig devices for most brands under this category are available in pastel colors such as pink and peach. The slim design, very reminiscent of the slim cigarettes of popular women cigarette brands such as Virginia Slims and Max, are crystal tipped to appeal to the modern woman. An ad for Luli e-cigs has the image of the product on a vanity table by the side of an elegant and beautiful tiara made of pearls and in front of a vintage bottle of perfume. The presence of the product on the vanity case is intended to convey that it is just another element in making you look and feel beautiful.

In addition to creating sleekly designed devices, many brands have also created a whole line of fashionable accessories from e-cig lanyards to e-cig handbags. Cottien, which brands itself as the “most feminine electronic cigarette in the world,” has an artistic rendition of a fashion model on each device. Through blogs, Pinterest boards and Facebook posts, these e-cig companies reach out to women, including adolescent girls, and provide them with tips on how to be stylish and trendy. For instance, Pinterest board for Vapor Couture teaches women how to coordinate their dress with Vapor Couture accessories. The board for Cottien has images of pink frosted cupcakes and girly, floral, sneakers as must-have items for this summer.

Many of the e-cig brands through their descriptors, ads, and messages on social media boards also provide a subliminal message that vaping their brand will result in the smoker obtaining or maintaining a slim figure. An ad for Luli disposable e-cigs contains the image of the product along with the call out, “new improved formula, brand new design.” The ad is intended to encourage women to believe that a product was redesigned to better suit their needs.

Luli – img24548

by

Like most consumer products, many electronic cigarette (e-cig) companies create products and advertisements specifically targeted to women. Many of these ads follow stereotypes associated with gender targeted ads and are either overly feminine (in shades of pink or with floral designs) or target insecurities.

Even in their brand names, these brands target women by speaking to their desires. For instance, the brand Vogue, brands it as “new lifestyle.” The e-cig devices for most brands under this category are available in pastel colors such as pink and peach. The slim design, very reminiscent of the slim cigarettes of popular women cigarette brands such as Virginia Slims and Max, are crystal tipped to appeal to the modern woman. An ad for Luli e-cigs has the image of the product on a vanity table by the side of an elegant and beautiful tiara made of pearls and in front of a vintage bottle of perfume. The presence of the product on the vanity case is intended to convey that it is just another element in making you look and feel beautiful.

In addition to creating sleekly designed devices, many brands have also created a whole line of fashionable accessories from e-cig lanyards to e-cig handbags. Cottien, which brands itself as the “most feminine electronic cigarette in the world,” has an artistic rendition of a fashion model on each device. Through blogs, Pinterest boards and Facebook posts, these e-cig companies reach out to women, including adolescent girls, and provide them with tips on how to be stylish and trendy. For instance, Pinterest board for Vapor Couture teaches women how to coordinate their dress with Vapor Couture accessories. The board for Cottien has images of pink frosted cupcakes and girly, floral, sneakers as must-have items for this summer.

Many of the e-cig brands through their descriptors, ads, and messages on social media boards also provide a subliminal message that vaping their brand will result in the smoker obtaining or maintaining a slim figure. An ad for Luli disposable e-cigs contains the image of the product along with the call out, “new improved formula, brand new design.” The ad is intended to encourage women to believe that a product was redesigned to better suit their needs.

Vapor Couture – img18772

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Unsurprisingly, electronic cigarette (e-cig) companies have followed in the footsteps of the combustible tobacco industry by creating a distinct market pool for women. Vapor Couture is one of two e-cig brands operated and managed by VMR Products. Unlike the marketing of its sister brand, V2 Cigs, Vapor Couture exclusively targets women and markets its product via glamour and femininity.

In it product design, advertising and marketing, Vapor Couture follows in the footsteps of Virginia Slims and Camel 9. The product is slender, with a crystal tip, and is often packaged in a sleek box that resembles a make-up accessory rather than a traditional cigarette case. Additionally, Vapor Couture advertisements attempt to epitomize a woman-only product by emphasizing fashion, accessories, and makeup – all adorned in hot pink, royal purple, and crystal backgrounds. The e-cigs themselves and come in atypical flavor names such as “Bomb Shell” and “Rodeo Drive”. As is well known, “Bomb shell” is a term used to describe attractive women and Rodeo Drive is known as the embodiment of the glam, high-fashion lifestyle in Beverly Hills, California.

Ads for Vapor Couture often feature images of independent and successful women. The ads are accompanied by catchy slogans such as, “Womanly Vaping Experience” and “Made for Women” or “ Your Life. Your Style” and “What’s Your Style?” The slogans suggest the empowerment of women as well as feminine individuality. Vapor Couture’s marketing obviously tries to play off of a certain desired woman’s figure and social image. For Vapor Couture, its e-cigs serve as a chic fashion accessory.