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The company presented Virginia Slims to the public as a graceful alternative to traditional cigarettes, while maintaining the connotation of empowerment that Big Tobacco had carefully crafted since the 1920s through slogans like "You've come a long way, baby" and "Find your voice." Brands have also used color in their gender-based marketing, including the pink packaging and cigarette papers of Pink Dreams in North America and vanilla-flavored Pink Elephants in Europe

Tobacco giant Philip Morris International announced a radical rebranding idea this week which they said will focus on smoke-free products. The company which makes classic cigarette brands such as Marlboro, L&M and Parliament laid out their new vision in a manifesto that promised a much better choice than cigarette smoking. They also claimed products such as vapes and e-cigarettes would eventually replace cigarettes completely in the UK

A recent study conducted by the National Academies of Sciences, Engineering, and Medicine found that people who use e-cigarettes may be inhaling dangerous levels of heavy metals like lead and nickel, which is a concern that conventional cigarette smokers also face

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