When constructing an image of the luxury lifestyle in your mind, the first thing you’ll probably think of is a man dressed in a well-tailored suit who’s lounging easily on a leather couch—and smoking some tobacco. That just goes to show how much smoking is considered part and parcel of the lifestyles promoted by the luxury market.
You don’t need to take our word for it, either. A recent study on smoking preferences finds that cigars are widely considered a symbol of leisure and sophistication. To a lesser degree, cigarettes carry the same implications. However, these findings come from a survey of older adults. That poses the question: do people today still see smoking the same way?
Ultimately, the answer is no. As a result, tobacco products are experiencing a steady decline—making smoking a thing of the past, even in the luxury market.
Smoking As Seen Through a Glamourised Lens
The reason why smoking is so closely associated with luxury lies in the fact that it started out as an exclusive product. Prior to the Industrial Revolution, cigars and cigarettes were considered handmade luxury items primarily used by urban elites, especially in Europe. Though mass production of these products eventually made cigarettes less exclusive, cigars continued to be crafted by hand and thus maintained their air of exclusivity. By the 1950s, however, the Golden Age of Hollywood rebuilt the glamorous image of the cigarette.
With multiple actors and actresses smoking or wielding slim, classy cigarette holders both on and off the silver screen, the habit established a ‘cooler’ reputation.
That glamorous image was further bolstered by targeted releases from luxury fashion houses like Yves Saint Laurent. In fact, the piece the label is best known for is its ‘Le Smoking Jacket.’ Aside from being designed to flatteringly accentuate the wearer’s torso, this item comes with silk lapels meant to repel cigarette ash. As a result, over 42 percent of the US population regularly smoked in 1965—arguably as more individuals picked up the habit to imbue themselves with that same sense of luxury.
By 2019, however, this figure was down to 14.2 percent. That indicates that smoking slowly began going out of vogue in the span of just a few decades, significantly impacting the luxury market in the process. The question is: why did that happen?
The Fall of Smoking in Luxury Circles
Of course, the decline in smoking can primarily be attributed to its eventual connection to various health complications. However, that’s not what dampened cigar and cigarette smoking for luxury smokers, especially in fashion—where many models could be seen smoking on the catwalk well into the early 2000s. Fashion editor Marian Kwei explains that one of the true causes of this decline in the luxury market is because, in terms of imagery, smoking has become ‘boring.’ Fashion—and, similarly, the luxury aesthetic—revolves around the concepts of rebellion and exclusivity. Thanks to the cigarette’s glamorous 1950s image, smoking eventually became more mainstream, less rebellious, and less exclusive. In other words, it’s no longer capable of turning heads.
Another driving factor of this decline is accessibility. That’s especially significant for the luxury market, which constantly needs to find ways to extend its appeal from higher-end to everyday consumers to maintain profit margins. The rising prices of cigars and cigarettes have negatively impacted how affordable these products can be. A pack of cigarettes in Australia, for instance, now costs nearly USD 26 — currently the most expensive in the world. Meanwhile, a single premium cigar can cost more than USD 100. These exorbitant prices can significantly discourage the everyday consumer from purchasing products just to avail of the luxurious experiences they have to offer.
That’s especially true given the accessibility of many next-generation nicotine products. This report on the global nicotine pouch market alone finds that it’s expected to hit a value of over USD 64.29 billion by 2032 simply because of how accessible these products are. A can of 20 ZYN pouches, for example, costs as little as USD 5 and can easily be ordered online through Prilla. The same is true for nicotine patches, with brands like Nicotinell selling two weeks’ worth of these products for USD 31 on other online retailers like Amazon. That affordability has led to manufacturers expanding their nicotine patch portfolios, with the likes of Dr. Reddy’s acquiring the Nicotinell brand for further distribution in Europe, Asia, and Latin America. Despite that, nicotine pouches and patches don’t compromise on the quality of nicotine delivery one usually gets when smoking cigars and cigarettes—ultimately making them more appealing.
Thanks to factors affecting imagery and accessibility, these instances show just how quickly smoking is going out of vogue—even in the luxury market. Changing consumer preferences show that tobacco products like cigars and cigarettes no longer hold the sophisticated appeal they once had. That indicates that the market has to change tacks and find new items that better symbolise the allure of a luxury lifestyle—one that draws in both the elite and everyday consumers it needs to stay afloat.
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