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Vape life: welcome to the weird world of e-cig evangelists

Vape life welcome to the weird world of e cig evangelists The Verge


The e-cigarette industry has spent vast amounts of money and time making a once-dorky and counterintuitive idea — sucking on a metal device filled with nicotine juice and some of the same chemicals used in smoke machines — look desirable, fun, and edgy. This year at CES, Vapor Corp. hosted a party on the pool deck of the Marquee with plexiglass jacuzzis; as one of Rhizome's panelists pointed out, NJOY invited "influencers" to party with e-cigs in hand at the posh Jane Hotel last year, before New York City's former mayor, Michael Bloomberg, banned public indoor vaping.

Now, Courtney Love stars in an e-cig commercial ("It's a f**cking NJOY") and Stephen Dorff strikes rugged poses as a modern-day Marlboro Man for Blu, a brand that wasacquired in 2012 for $135 million by Lorilard, one of the Big Three "analog" tobacco companies.

Health researcher and panelist CAB Fredericks notes Blu has even taken the recent indoor e-cig bans in select states as ammunition for those marketing campaigns, encouraging Blu customers to "fight back" against the man.

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