AUTHOR=Czaplicki Lauren , Welding Kevin , Cohen Joanna , Clegg Smith Katherine 

TITLE=Feminine Appeals on Cigarette Packs Sold in 14 Countries

JOURNAL=International Journal of Public Health

VOLUME=Volume 66 - 2021

YEAR=2021

URL=https://www.ssph-journal.org/journals/international-journal-of-public-health/articles/10.3389/ijph.2021.1604027

DOI=10.3389/ijph.2021.1604027

ISSN=1661-8564

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.