Outcry greets cigarette ‘perfume packs’

Cancer Research UK, campaign group Fresh and an MP say they are appalled at reports that British American Tobacco is gearing up for its new “Vogue Perle” packs to take off – especially in the North of England where there are higher numbers of female smokers.

International advertising agency Saatchi and Saatchi, which was asked to analyse the designs from a brand director’s perspective, said the new cigarettes were seeking to capitalise on a woman’s desire to feel beautiful. The packs are described as having been designed in Paris and are said to be taller and thinner than a king-sized cigarette with a compact box that fits easily into a pocket or handbag.

Cancer Research UK warns that lung cancer rates have doubled for women over 60 since the mid 1970s. Almost 5,700 women over 60 were diagnosed with lung cancer in 1975. This jumped to more than 15,100 in 2008.

Robin Hewings, of Cancer Research UK, said: “The reason that growing numbers of British women are being diagnosed with lung cancer is because of smoking. Young women are still being lured into the deadly addiction of smoking by beguiling images.

“Round the world tobacco companies use some of the best known fashion and designer names to advertise their deadly products with celebrity and style to perpetuate the myth that smoking is glamorous. Although the industry is banned from doing this in the UK, cigarettes are still attractively packaged to suggest style and desirability.”

Ailsa Rutter, director of health campaign group Fresh, said: “The tobacco industry clearly sees the North as a huge pound sign.

“If glamorous designs on packs did not help it recruit new customers, the tobacco industry would not spend millions of pounds on developing them. The packs themselves are as powerful as any TV or cinema advert.”

Catherine McKinnell, Newcastle North MP said: “This cynical approach by the tobacco industry to use marketing to target young women is disgraceful.

“Creating a link between smoking, fashion and staying slim is a clear attempt to lure them into smoking.

“Women who take up smoking when they are young face a lifetime of addiction and health problems. The marketing budget of tobacco companies targeting our young people clearly dwarfs the budget that the NHS has to discourage smoking.”