INTRODUCES THE UK ’ S FIRST FEMALE-FRIENDLY RANGE OF E-LIQUIDS
A new UK juice company has launched with the aim of specifically targeting women vapers .
Pink Label has put together the UK ’ s first female friendly e-liquid line up which has been designed in pink and black packaging with a range of flavours chosen to appeal to women . The company says that traditionally vaping has been seen as very maledominated with branding and flavours designed with men in mind . Pink Label ’ s line up consists of prosecco and strawberries , porn star martini , elderflower presse and pink lemonade - all flavour profiles which have been specifically been chosen with the female vaper in mind . Founder Rachel Mason said : “ We saw a massive gap in the market . Women vape too but no one was reaching out to this audience with juices that they will love to use . “ Instead there were juices out there that women would be okay with using and we wanted to do
“ WE SAW A MASSIVE GAP IN THE MARKET . WOMEN VAPE TOO BUT NO ONE WAS REACHING OUT TO THIS AUDIENCE WITH JUICES THAT THEY WILL LOVE TO USE .”
something about that . “ When I had the idea I put together a focus group , to check the flavours and branding are something women are looking for and I found out it was . The girls were so excited they would get to vape prosecco , alongside their glass of prosecco .” Rachel , who is based in Essex , quit smoking for vaping two years ago and said it did not take to long to become aware that the industry was very male dominated . She said : “ Women only come into the picture when a new device or juice is being advertised and that usually is only because they are there half naked to advertise it . “ I saw that nobody was reaching out to this market with a juice range specifically aimed at women and decided to fill that gap . “ I then started thinking about some of drinks which women are going crazy for and it all started coming together . “ I thought Prosecco because it ’ s a very fashionable drink for women right now and a lot of women like Pornstar Martinis when they ’ re on a night out so why not have a vape juice to match ?”
She said Pink Label also wants to change the way vaping is viewed , given that around half of all smokers are female which means there is a lot of potential to attract women smokers to the vaping community . Rachel added : “ Many vape shops often feature black interiors , dark wood , chesterfield style seating and have a bearded man behind the counter surrounded by clouds , all of which can be quite intimidating to the average female customer . “ By stocking a line like Pink Label , vape shops are inviting women into their stores and reaching out to them in a new way , with something specifically for them .” Pink Label is currently stocked in Vape and Juice stores , across the South East and London and early indications look very promising indeed . Rachel says if the concept proves popular she would like to expand the Pink Label brand to include female focussed vaping accessories and devices . Nancy Vasey-Reed , store manager at Vape and Juice in Southend-on-Sea thinks that women are looking for vape products more suited to them . She said : “ Women are more commonly after smaller devices they can fit in a clutch bag , that look stylish and are more discreet , meaning they tend to use mouth to lung devices . The Pink Label range is a 50 / 50 mix so it goes in any tank .”
VAPOUROUND MAGAZINE ISSUE 09 159