Collection: Lose Weight

Much like the tobacco industry has done in the past, the electronic cigarette (e-cig) is targeting women and girls with female cigarette brands, aggressive marketing, and advertising and promotional campaigns that associate vaping and e-cig with glamour, success and the “ideal” feminine body. Descriptors such as “slim”, “skinny,” and “long and thin” are being used to promote e-cig products. Prior research in conventional cigarettes shows that women are more likely than men to choose slimmer and longer style e-cigs as they associate these products with weight control.

Many ads under this category feature images of an “ideal” woman, ie women with no cellulite, who are tall and appear carefree with not a hair out of place. For instance, NutriCigs Slim ads claim vaping their device will help the individual suppress their appetite and “let nothing hinder your (sic) hotness.” Many ads for NutriCigs slim contain images of skinny women. In one instance, the image is of a skinny woman flaunting her toned bikini body. The slogan that appears by the side of the woman reads, ““Eat Less and Satisfy Your Cravings.” In another ad, a smiling woman is seen pitching her fork into a salad alongside the accompanying slogan “Eat Less.” The ad seems to suggest that vaping an e-cig is as healthy for the body as a bowl of salad.

VaporTrim is another e-cig brand whose advertising strategy centers around weight loss as apparent in its slogan “Inhale Flavor. Curb Cravings. Lose Weight.” The company, which brands itself as a “revolutionary weight loss” product works on the notion that by vaping on the device, “smell and taste receptors” will send a message of satiety to the individual’s body. The images that predominate in the ads are of decadent pies, cupcakes with frosting and sprinkles, cinnamon bun and cheesecakes. Many of the ads suggest to the consumer that the “smart choice” is to use the device instead of eating the dessert. While VaporTrim products do not contain any nicotine, there is concern that vaping on a “cig-a-like” device could encourage smoking initiation.

Brands also connote slenderness through their names. Examples include iSlim and Buck Naked Skinny. Others suggest it by the placement of e-cig packages in front of healthy foods and fruits.”