When you visualize a luxurious lifestyle, you might picture a well-dressed man in a perfectly tailored suit relaxing on a leather sofa while enjoying a cigar. This illustrates the deep association between smoking and opulence often portrayed in luxury branding.
This association is supported by a recent study on smoking preferences, which reveals that cigars are widely viewed as a marker of leisure and sophistication, with cigarettes having a slightly lesser but similar connotation. However, these insights stem from a survey focused on older adults, prompting the question: do modern consumers share the same views on smoking?
The short answer is no. Consequently, tobacco consumption is facing a gradual downturn, rendering smoking increasingly outdated, including in the luxury sector.
Smoking Through a Glamorous Lens
The link between smoking and luxury dates back to its origins as a premium item. Before the Industrial Revolution, cigars and cigarettes were exclusive, carefully handcrafted products primarily for the urban elite, mainly in Europe. Even though mass production eventually made cigarettes more accessible, cigars retained their artisanal exclusivity. However, the 1950s witnessed the revival of smoking’s glamorous reputation through Hollywood.
With countless actors and actresses using cigarettes or stylish cigarette holders both on and off screen, the habit gained a ‘cool’ image.
This elevated perception was further amplified by strategic promotions from luxury fashion brands such as Yves Saint Laurent, renowned for its ‘Le Smoking Jacket.’ Designed to highlight the wearer’s physique, this jacket features silk lapels crafted to prevent cigarette ash from staining. Consequently, by 1965, over 42 percent of the US population smoked regularly, driven by the allure of luxury associated with the habit.
However, by 2019, that statistic had diminished to just 14.2 percent, indicating a decline in smoking’s popularity over the decades, notably affecting the luxury sector. Why did this decline occur?
The Decline of Smoking in Luxury Circles
The primary reason for the decline in smoking is its association with numerous health risks. Yet, this is not the sole factor impacting luxury smokers, particularly in fashion, where models were still seen smoking on runways into the early 2000s. Fashion editor Marian Kwei suggests that the decline in luxury smoking is largely because smoking has become perceived as ‘boring.’ Luxury and fashion thrive on rebellion and exclusivity, and as smoking became mainstream due to its glamorous image from the 1950s, it lost its rebelliousness and allure, failing to attract attention.
Accessibility plays a crucial role in this decline, especially in the luxury market, which needs to engage both affluent and everyday consumers. The increasing costs of cigars and cigarettes have made these products less affordable. For example, a pack of cigarettes in Australia costs nearly USD 26, ranking as the highest in the world. A single premium cigar can exceed USD 100, prices that dissuade everyday consumers from purchasing these for the luxurious experience they offer.
This is particularly relevant considering the easy availability of newer nicotine products. A report on the global nicotine pouch market forecasts its value to exceed USD 64.29 billion by 2032, largely due to these products’ accessibility. For instance, a can of 20 ZYN pouches can cost around USD 5 and is readily available online via Prilla. Similarly, nicotine patches can be found online, such as two weeks’ worth of Nicotinell products for USD 31 on platforms like Amazon. These affordable options encourage manufacturers to broaden their nicotine product ranges, with companies like Dr. Reddy’s acquiring the Nicotinell brand to expand in Europe, Asia, and Latin America. Importantly, these new nicotine products deliver comparable nicotine satisfaction to traditional cigars and cigarettes but are more enticing for consumers.
The convergence of changing imagery and accessibility illustrates the rapid decline of smoking’s appeal, even within the luxury domain. Evolving consumer preferences indicate that tobacco products like cigars and cigarettes no longer retain their former charm. This trend suggests that the market must adapt and discover new offerings that better represent the allure of a luxury lifestyle, appealing to both the elite and everyday customers essential for sustainability.
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