Now that gay marriage has come out of the closet onto the national stage, smoking is the new love that dares not speak its name. And there are a lot of prominent companies lining up to take advantage of taking away the stigma of smoking by bringing the art of e-smoking into the sunshine, including such spunky upstarts as NJOY, BLU and others.
Lighting up a tobacco product, once a sign of sophistication and romance, has been submerged in public life by the relentless actions of the morality police. As such, it’s been consigned to the cold, the dark, the rain and the heat, shunted off to places out of the way and off the grid. Smokers are the unwashed, the forbidden, the rude guests, restricted by laws and busybodies who resent even the slightest wisp of smoke.
That attitude is ripe for changing. The emerging popularity of electronic cigarettes (also known as e-cigarettes and vapor cigarettes) has brought smokers back into the public eye, allowing them to take part in polite society once again while enjoying all the pleasures of smoking without the health hazards. They can proudly indulge in the art of taking a long draw and languidly emitting a cloud of smoke.
That’s because e-cigarettes do not rely on tobacco to provide pleasure. Instead, they use a variety of liquid vapors that come in exotic flavors and don’t transmit the dangerous by-products of tobacco cigarettes. The e-cigarette is also not banned in public restaurants, arenas, office and other accommodations.
A Burgeoning Market
Companies and entrepreneurs have taken notice. It has been estimated that the electronic cigarette industry is a just-under $4 billion per year business. And it’s growing rapidly as more advertising and word-of-mouth spreads on its pleasures and benefits. The first celebrity advertisements are starting to appear, conveying that it’s okay to enjoy smoking guilt-free again.
A New Take on Smoking
NJOY is one company on the move in this rapidly growing field. Recently profiled in the New York Times, NJOY is attempting to refocus the public from the hazards of smoking back to the sophistication, fun and romance of it. The company hopes to reintroduce a generation to the art of smoking e-cigarettes—a generation that has grown up with smoking very negatively portrayed in the media and viewed as socially unacceptable by the masses.
And there are a lot of masses to convert. There are an estimated 40 million Americans who smoke tobacco products. But given the health hazards and the social stigma, companies like NJOY think there’s a marketing miracle waiting to happen, as smokers are introduced to the similarities between tobacco and vaping. NJOY believes its revenues will triple this year, topping $100 million, and you’d be hard-pressed to argue when you see the rapid growth the company is achieving with a product that’s still largely unknown to its target audience.
For now, NJOY and other companies in the field will bide their time, build clever marketing campaigns and begin to sponsor sports and entertainment events that will introduce a potential audience that has never really thought about using the products. Some companies are spending upwards of $40 million on marketing alone, a push that will surely resonate with the target audience as it begins to see how mainstream e-cigarettes are becoming.
Soon, analysts predict, the e-cigarette revolution may top tobacco sales. And that will be the day that the current love that dares not speak its name will make its loudest statement. Check out the e-cigarette products at AmericaneLiquidStore™ to see what it’s all about.