Although R.J. Reynolds Tobacco executives think "they have hit on an innovative marketing strategy" by planning to launch a new cigarette brand, called Camel No. 9 aimed at adult female smokers, "this new attempt to woo women smokers can only be viewed as another cynical blow to public health, a New York Times editorial says (New York Times, 2/19). Reynolds -- in an effort to increase its market share among female smokers, who currently make up about 30% of Camel buyers -- will pack the cigarettes in a "hot-pink fuchsia" and a "minty-green teal package" and advertise the brand with the slogan, "Light and Luscious." The company would not disclose spending for the campaign, but estimates range from $25 million to $50 million (Kaiser Daily Women's Health Policy Report, 2/15). The marketing campaign "would all seem laughable if it were not so pernicious," the editorial says, adding that Reynolds executives "apparently don't care that lung cancer among women is the only major form of cancer whose death toll is rising." The Times concludes that bills introduced in Congress last week that would give FDA authority to regulate tobacco products and restrict marketing to young people "could stop young women from being entrapped by cynical marketers" (New York Times, 2/19).

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