E-Cigarette Packaging and Its Effect on Sales

In the e-liquid market, products with youth-oriented packaging sell better. Since online sales rankings and reviews are important factors in influencing purchasing decisions, this study used novel data scraped from Amazon to estimate the effect of packaging on product sales.

Cigarette companies promote e-cigarettes to teenagers and young adults through price promotions, TV ads, and social media posts. Unless regulations are introduced, these efforts will continue.

Colors

Currently, e-cigarettes are available in more than 120 flavors, including candy, fruit, dessert and cocktail flavors. Many of these products are designed to appeal to youths and young adults. The flavors are often displayed on colorful packaging and sold individually or in packs of multiple devices. The colors of the packaging can influence how appealing the product is. A study showed that a pack of cigarettes with lighter colored text and background had higher sales than the darker cigarette packages.

The US Food and Drug Administration has mandated pictorial health warnings for cigarette advertisements. However, standardized warnings have not yet been adopted in many countries. To examine whether color could enhance the effectiveness of standardized warnings, we tested variations of an FDA-mandated nicotine warning in a digitally altered version of e-cigarette packaging among smokers and nonsmokers. Warnings in yellow color were more eye-catching than the standard warning and had greater recall.

Using a between-individuals experiment, the researchers asked participants to view and rate images of a set of three e-cigarette packs, each digitally altered to remove either branding or color. They compared the responses of youths and adults to a control condition consisting of fully branded packaging. They also E-cigarette Packaging analyzed the effect of green and white standardized packaging on interest in trying the vaping products shown. The results indicated that standardized packaging was associated with decreased interest in trying the vaping products shown by youths, but not by adults.

Shapes

E-cigarettes come in a variety of shapes and sizes, so they need packaging that suits them. This is why specialized e-cigarette boxes are so important. They safeguard the products inside and convey a sense of brand identity. E-cigarette boxes can also be printed with information on product ingredients, so that customers can make informed decisions.

To help prevent underage use, a number of companies have designed innovative e-cigarette packaging that is child resistant and durable. These boxes are crafted from high-quality cardboard stock and feature protective walls that cushion the vaporizers inside. They can also be customized with colorful graphics, helping to distinguish the products from their competitors on retail shelves.

One such e-cigarette box is the Vintage E-Liquid’s One Flick dispenser, which combines innovative structural design with arresting graphics to position the product as a lifestyle accessory. Its child-resistant features include a flip top lid and a back panel that educates consumers on how to properly use the device.

A recent study published in JAMA Network Open suggests that standardizing e-cigarette packaging by removing branding can reduce their appeal to teenagers without reducing their appeal among adults trying to quit smoking. It is the first large-scale study to examine how branded and standardized packaging influences adolescent interest in vaping. The researchers found that a significant proportion of participants said they would not be interested in trying e-cigarettes if they were sold in plain olive-green packs.

Labels

For consumers to be informed about the contents of e-liquids and e-cigarettes, it is important that the labels are clearly displayed. This information can help to protect users against harmful substances and potential allergens, which may have serious health effects in large quantities. In addition, clear labelling can help to prevent accidents and avoid unnecessary exposure to toxic substances.

In this study, a between-individuals experimental design was used to examine the impact of standardized packaging on product appeal among young people in Great Britain. The participants were randomly assigned to view one of three e-cigarette packages: a fully branded pack, a white standardized pack, or a green standardized pack. Using multinomial regression, the results showed that youths were less interested in trying products in the green standardized packs than in the branded or white packs. However, this difference was only statistically significant among youths who were ever or currently vaping. A sensitivity analysis also showed that interest by packaging type did not differ by smoking status or age group.

In order to comply with regulations, all e-liquids and e-cigarettes must display tactile warnings on their packaging. These warnings are intended to alert visually impaired consumers by using under-finger detection to identify a potentially dangerous or toxic substance. Tactile warnings generally consist of an altered surface, generally a raised triangular shape or three dots, and must contain a relevant pictogram. This study found that 29% of e-liquids and 31% of e-cigarettes did not display a toxic pictogram, which places visual impaired consumers in a disadvantaged position.

Safety

The e-liquid used in electronic cigarettes contains nicotine derived from tobacco, as well as flavourings, propylene glycol or vegetable glycerin and other chemicals. When heated, these chemicals produce vapor that is inhaled by the user. The liquids are sold in plastic containers shaped like conventional combustible tobacco products, or in more advanced devices that resemble pens or USB flash drives. Some of these devices are reusable, while others are disposable and may contain harmful chemicals that are not always properly disclosed to consumers.

In a new study, researchers examined interest in trying e-cigarettes among youth and E-cigarette Packaging adults in Great Britain who were shown different types of packaging. The research was published in JAMA Network Open on March 2023. A between-individuals experimental design was used, with participants assigned to view a set of 3 e-cigarette starter kits (device and cartridges) from one of the following conditions: fully branded packaging, white standardized e-cigarette packaging, or green standardized e-cigarette packaging.

The researchers found that a greater number of youths and adults reported being interested in trying e-cigarettes when the packages were more standardized. In their report, the researchers call for further studies to explore how standardized packaging might influence interest in trying e-cigarettes, as well as the perception that vaping is safer than smoking. In addition, they call for action to prevent e-cigarettes and e-liquids from being advertised in ways that appeal to children and young people, including giving them names such as “bubblegum candy” or “cherry cola”. In light of the recent outbreak of vaping-related lung injuries, the authors argue that these marketing practices are egregious and must be stopped.