Abstract
Objective: Limited research has examined feminine marketing appeals on cigarette packs in low-and middle-income countries (LMICs). We reviewed a systematically collected sample of cigarette packs sold across 14 LMICs in 2013 (Wave 1) and 2015–2017 (Wave 2).Methods: Packs in Wave 1 (n = 3,240) and Wave 2 (n = 2,336) were coded for feminine imagery and descriptors (flowers, fashion, women/girls, color “pink”). We examined trends in feminine appeals over time, including co-occurrence with other pack features (slim or lipstick shape, flavor, reduced harm, and reduced odor claims).Results: The proportion of unique feminine cigarette packs significantly decreased from 8.6% (n = 278) in Wave 1 to 5.9% (n = 137) in Wave 2 (p < 0.001). Among all feminine packs, flower-and fashion-related features were most common; a substantial proportion also used flavor and reduced odor appeals.Conclusion: While there was a notable presence of feminine packs, the decline observed may reflect global trends toward marketing gender-neutral cigarettes to women and a general contempt for using traditional femininity to market products directly to women. Plain packaging standards may reduce the influence of branding on smoking among women.
Highlights
The cigarette pack is an important marketing tool for the tobacco industry and has grown in relevance as companies face increasing advertising restrictions in other mediums [1,2,3,4]
The cigarette pack often carried over the Western, stereotypical feminine appeals in the form of imagery, and colors, of the advertising campaign, and slim or ultra-thin cigarettes were designed to reinforce the perception of smoking as a feminine, graceful, stylish activity that aligned with the idealized thin and glamourous images of women promoted in magazine ads [20, 22, 25]
Prior research highlights the importance of women in low-and middle-income countries (LMICs) as a potential growth market for the tobacco industry [26, 29,30,31], and the cigarette pack is one key platform to target women in LMICs, as more countries implement bans on advertising and promotion through other channels [46]
Summary
The cigarette pack is an important marketing tool for the tobacco industry and has grown in relevance as companies face increasing advertising restrictions in other mediums [1,2,3,4]. The cigarette pack often carried over the Western, stereotypical feminine appeals in the form of imagery, (e.g. flowers, butterflies [22, 25, 26]) and colors, (e.g. pastels, pink [22, 24]) of the advertising campaign, and slim or ultra-thin cigarettes were designed to reinforce the perception of smoking as a feminine, graceful, stylish activity that aligned with the idealized thin and glamourous images of women promoted in magazine ads [20, 22, 25] Both packaging and advertisements offered different technologies that met and fortified the odor and taste preferences of women: reduced odor side-stream smoke, a light or mild cigarette that was smoother to smoke and appeared as a “healthier option,” and improved flavor through the use of menthol, mint and other flavor constituents [4, 20]
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